IIM Indore rural marketing fest ends on high note

IIM Indore rural marketing fest ends on high note

FPJ BureauUpdated: Friday, May 31, 2019, 08:35 PM IST
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Indore : Utsaha, the annual rural marketing festival of Indian Institute of Management Indore, concluded on high note at Janapav Kutti village on Wednesday.

The final day of Utsaha was one big celebration. It was the holy day of Kathik Poornima and evidently, everyone was out to spend some time with their families.

Over two days, more than one lakh people visited the mela organised at the village and the highlight of this year was the participation of an overwhelmingly large number of children in the mela. Specifically aimed at the children were a magic show and a game of musical chairs.

Given the USP of Utsaha, the disguised rural marketing research, different projects were worked on for the partner clients, through the mode of games and events.

Rural beverage consumption was measured while benchmarking specifically the reach of PepsiCo as compared to its competitors. This along with the offering from Prataap snacks in way of a segmentation project attracted a lot of children- perhaps due to the colourful packaging and relevance of the food items concerned.

Emami wished to explore the grooming behaviour of rural men, using Bollywood poster-boys as a ready icon, the reach of their ‘for men-only’ fairness cream, Fair & Handsome was explored.

Effectiveness of an aggressive advertising campaign was measured for Ghadi Detergent which is a well-accepted household name.

Goodies for participating in the games ranged from detergents to face creams and shampoos which served as an excellent incentive, driving large numbers to flock to the stalls. Due to the much larger turnout, survey targets were met much before closing time.

Over 500 students from IIM-Indore visited the mela over the two days, many of them enjoying traditional delicacies and the giant wheel which remains the central attraction.

PGP Chair, Prof Dipayan Datta who visited the fair along with a good number of faculty members especially from the marketing domain said, “Like every year, Utsaha has been a great success; the importance of the rural consumer is only growing each year and yes, companies, both Indian as well as MNC’s are definitely taking note!’’.

Utsaha Co-ordinator, Veeraraghava Rao said, “It is a lot of excitement both for the participating visitors as well as the students who are organising the games and events. We gathered a lot of relevant survey information and gained insight into the mind of the rural consumer.”

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