11 january 2014
|
magis
45
|
| marketing methods
|
I
t is
the ingenious
methods of conduct-
ing market survey and
assessing consumer be-
haviour that makes MAXI the
most-awaited marketing event
of the year.
The format of the fair inte-
grates elements of disguised
marketing research and assort-
ments of popular entertainment
to keep the crowd engaged.
It has spawned many clones
across the B-School landscape,
but it remains the grandest and
most anticipated event on the
marketing calendar for every
launch NesTea based on MAXI
fair results while Pepsi decided
to implement packaging design
changes based on the research.
MAXI leveraged its strong
digital presence by conducting
an online marketing quiz in as-
sociation with MyNews Studios
through its social networking
platforms as a curtain raiser
to this year’s fair. The event
saw participation from over 40
institutes.
Inaugurating this year’s fair,
D Shivakumar, Chairman and
CEO of Pepsico, India, stressed
on the importance of changing
with time and shared his views
about the fair and its develop-
ment over the years —starting
from his college days.
This year MAXI was privi-
leged to have ITC, HUL, Airtel
and Star India sharing their
business problems. Students
from the institute tried to help
the research partners with an
insight based on surveys con-
ducted during the event. During
the two-day fair the teams
set up innovative stalls based
on themes like Bollywood,
Bacchan, CID, KBC and other
elements of the popular culture.
budding marketer.
Organised by the B-school
as part of its endeavour to
provide students with practical
learning, the 35th edition of
the fair attracted a record 6,000
footfalls this year.
The greatest testament
to the power of this market
research tool lies in the fact that
companies have based their
strategic business decisions on
the research results which have
emanated from MAXI fair.
HUL launched a tea pack using
insights from the fair. Nestle
changed its business strategy to
As the visitors enjoyed play-
ing games in these stalls they
were subjected to situations
and questions that captured
their consumption and usage
habits of products, thus giving
students a better understanding
of consumer behaviour.
Alongside research stalls
there were also other fun games
catering to different age groups.
Zorbing, video games and air
rifle shooting for the young
and young-at-heart attracted
huge crowd. Parents weary of
running after excited children
found salvation in food stalls,
while the more discerning visi-
tors headed towards handicraft
stalls. XLRI students showing
off their creative side displayed
their portrait sketches and
homemade jewellery at some
stalls.
An evening with the runner-
up of
Great Indian Laughter
Challenge
, Ahsaan Qureshi,
had the crowd rolling with
laughter. There were also
performances by tribal Santhali
musicians in fusion with XLRI
band, Bodhi Tree.
Please write to us at
by Prof. Sanjeev Varshney, the experts
explored the career possibilities in the field
of entertainment marketing and addressed
questions ranging from Indian football
team to the understanding of audience
expectations. The symposium dotted with
tongue-in-cheek humour, repartee and some
useful insights made it a rewarding experi-
ence for the gathering.
The event also marked the launch of the
35th MAXI Fair, the largest marketing fair
of its kind in the country.
Director, KKR, Joy Bhattacharjya (Left Frame) & Assistant VP, Star India, Akash Banerji address the gathering
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