Earlier, Utsaha conducted surveys for Cadbury’s, Reckitt Benckiser, Pidilite, Airtel, Idea and Wipro Consumers to mention a few. Last year witnessed execution of six projects ranging from Aadhar UID cards to Opportunities for nutritional foods in collaboration with MART, the rural research agency headed by Mr. Pradeep Kashyap, the father of rural marketing in India.
[caption id="attachment_3750" align="aligncenter" width="470"] An Utsaha 2009 file image.[/caption]
“We organise different types of engaging games for villagers and try to gauge their mindset and purchasing behaviour. In an interesting survey for Reckitt Benckiser, students of IIM Indore found that rural consumers would prefer ‘Mortein’, the mosquito repellent brand, in the shape of an incense stick or agarbati. ‘Utsaha’ often comes out with such interesting findings,” added Nayeem.
In another survey carried out for Pidilite’s adhesive brand, Fevi Kwik, it was revealed that consumers would like to see the product available in medical stores. The finding amazed the company.
This year Utsaha promises to be bigger and better with venerated companies participating for the race to the bottom of the pyramid.
- By the 2012 Utsaha Team
Read everything about IIM Indore here , Posts on Utsaha 2011 here
Results of the InsideIIM Recruitment Survey 2012
Perspectives - Career perspectives from those who’ve faced the battles and reached the top.
Comments
Vishal
Great initiative. Kudos IIM Indore!!
7 Nov 2012, 07.17 PM