MPower - Xpressions 2018 - XIMB

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:

1. 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.
2. 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.