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Utasha 2018 to be conducted by IIM Indore

By : Guest on 05 October 2018 E-mail Print Report Abuse

The student run marketing research fest of IIM Indore, Utsaha 2018, is back with a bigger edition this year. It is a unique endeavor by the students to capture consumer insights through disguised marketing research. The students of IIM Indore undertake research projects on behalf of various organizations to understand the consumer behavior in the urban and rural markets, primarily through "disguised marketing", wherein stalls with interactive games are designed to gauge the buying pattern of a specific target segment. The use of interactive and fun-filled games, helps in gathering unbiased responses. It is one of the most unique events in India, because the marketing research projects are executed in real rural/urban settings rather than a simulated one. Riding on the wave of success generated by the first ever urban edition of Utsaha which included companies like Airtel, LIC, Policy Bazaar and John Deere, the mantra this year is "onwards and upwards". With an objective to attract the crowd and increase the interest levels so that they take part in the research survey, students of IIM Indore organize crowd-pulling events such as identifying face and cards of the house and magic show. Even though these events and games look interesting and fun in appearance, they capture the true preferences and behavior of the consumers in reality.


As part of the fest, a marketing and leadership workshop is being organized for interested members of the student community on October 06, 2018 at IIM Indore. The workshop comprises of speakers such as Mr. Ashish Desai (Senior VP and Business Head, Aditya Birla Payments Bank), Ms. ShwethaShrivastava (Head Marketing, Abbott), Mr. Pankaj Mishra (Partner & Head of Market Research, MART), Ms. ShreyankaBasu (Faculty – Qualitative Research, IIMC), Mr. Mohan Krishnan (Ex-Group VP, KantarIMRB) and is sure to offer the participants with valuable insights into the world of both rural and urban marketing. The workshop will provide a platform to the participants for interacting and discussing with the experts myriad topics like marketing and market research.

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