MAXI, among other factors, has played a huge role in making sure of the same. Be it imparting marketing know-how to batch after batch of newcomers or be it producing a strong network of alumni such as Leena Nair, Global CEO of Chanel; be it carrying forward a 50-year-old legacy or be it holding a world record to its name, the Marketing Association of XLRI is always ready with new tricks up its sleeves to stun the onlooker.
Although MAXI conducts many different events and activities throughout the academic year, MAXI Fair is the most popular one, and for good reason. The fair is not just for XLers but for the local Jamshedpur crowd, who fondly call it the ‘Jamshedpur Mela.’ One might wonder if the Mela is just a way to entertain the citizens of Jamshedpur, let them have a sneak peak into the XL world and garner their love for the college; in a way - marketing XLRI to them.
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What other purpose might a fair including fashion shows, cooking contests, live-concerts, and game stalls serve?
But just like there’s a lot more to marketing than the advertisements seen by the naked eye, MAXI Fair is a breathing, walking, Ferris-wheel adorned research project. Each year, MAXI conducts disguised research by devising and conducting games for the fair’s audience that help collect data for real-life problem statements provided by companies such HUL, P&G, PepsiCo, Bata, Perfetti Van Melle, Zee, etc. Since the MAXI Fair attracts an annual footfall of more than 8000 people, the research conducted, and the insights provided by the student teams give companies a unique way to analyse and formulate their further plan of action regarding certain products and product categories. The committee and the event continuously strive to bring innovation to the solutions of the constantly moving puzzles of marketing. This year will be no different; apart from a hike in its grandeur.
Maxi in itself is a brand created by XLRI, and MAXI Fair is its very successful product offering. To be looking at this one-of-a-kind kaleidoscope of marketing phenomenon on the inside, is one of the big perks of studying at XLRI, the dream and endgame of lakhs of Indian MBA aspirants.
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