MPower is the flagship live case study competition of Xpression-the Annual Business and Cultural Fest, organised by MAXIM-the Marketing Association of XIMB. It’s an ultimate test of problem-solving skills, a unique opportunity to dive deep into the real MBA world, and a chance to showcase proficiency against the best brains of the nation. Participants need to submit innovative and original solutions for the case in the first round and then top 10 teams will be given a chance to present in front of the panel of judges at XIMB in the final round. It tests the participants on their creativity, marketing acumen, the novelty of thought process, feasibility and relevance of solution to case scenario. It provides exciting cash prize upto Rs.90000/- to winners and runner-ups and e-certificates to top 10 teams.
Last year, MPower has been associated with many different industries like “OTDC”- Government Tourism Corporation, e-commerce startup - “Date the Ramp”, FMCG giant -“RUCHI”. MPower has been instrumental in providing high-quality solutions to their diverse business problems as it is inundated with 550-600 quality registrations from premier B-Schools all over India.
This year, MPower in association with Odisha Knowledge Corporation Limited provides the B-School students with an exciting and unique opportunity to use their marketing mettle in solving their business problem.
Maxim-mela: Providing a new dimension to Market Research
Maxim-mela is the flagship event of MAXIM-The Marketing Association of XIMB, which is organized during “Xpressions”, the annual fest of XIMB. The format in which Maxim-mela event is organized makes it a very unique and intriguing event. The visitors to the event are asked to record their responses on predetermined product parameters/attributes (empowering the partnering organization in finding effective solutions to their business questions) through gamification of research questions and masking the brand of the product in question.
Last year, we had the privilege to collaborate with Ruchi Foodline, Odisha's largest FMCG organization. The management wanted to carry out the research on their product line of beverages, “Frozit drinks”. The research consisted of two separate parts, where our aim was to achieve the following goals by leveraging our marketing expertise:
- Benchmarking Frozit's Mango drink against competitor’s products Frooti and Maaza: The respondents were asked to rank the three products based on certain parameters like colour, smell, taste, aftertaste etc. To ensure that people’s choice is devoid of any form of bias, we did not disclose the various brands associated with our research.
- Market testing of a new beverage by Frozit: Second part of the research included test marketing of a newly launched blueberry juice drink by Frozit. Respondents were asked to rate their inclination towards this drink on various parameters like colour, smell, taste, texture and packaging of the product.
Through our gap analysis research, the partner company was able to gauge consumer's expectations from the product and accordingly tweak their offering.
The event was a treat for its audience and the credit goes to the manner in which this market research activity was executed. The theme of the event was “Jungle Story”. The event consisted of a set of fun-filled games/activities which were inter-related to each other by a story-line which was designed intricately with utmost creativity in order to engage the participants throughout the event. The whole experience of the event was highly fulfilling for the participants because of the planning and execution of the event. After analysing the gathered research data, we were able to convey the partner company some fruitful inferences of our research, which actually resulted in making its products more enticing to its customers.