IIM Calcutta Organizes Experiential Marketing Event, 'Mandi'

IIM Calcutta Organizes Experiential Marketing Event, 'Mandi'

Saturday, 27th September 2008, saw the otherwise sylvan campus of IIM Calcutta buzzing with activity. Night time saw over 600 people selling, bargaining and promoting various items at their chosen locations. The uniqueness of such a common occurrence lay in the fact that

these stalls were run by the students of IIM-C as part of a marketing based event, 'Mandi'.

Team Census of IIM Calcutta, known for its famed marketing research fair, Ulhaas, forayed into experiential marketing last year with its event 'Mandi'. Like last year, this year's Mandi too tested the participants on their marketing, selling and strategic skills.

The week-long event was conducted in two phases - an elimination round and the final round. With around 200 participants (in 50 teams) fighting for a place in the finals, only 7 teams managed to do that. Designed as a simulation of the real market-place, this contest allowed the teams to select their own product and bid competitively for promotions and stall location. To spice up the entire proceedings, Team Census restricted the resources for the participants, thereby creating a regulated marketplace environment.

The finale of the event held on 27th September saw a huge crowd turn-out numbering nearly 600, comprising the students of IIM-C from various programmes including the Executive MBA students. Adding to the novelty was the fact that Team Census released their own currency 'Tau' on the day and issued free money to the visitors so that they could spend it on the products of their choice. The presence of a DJ, who was dishing out popular songs, added to the boisterousness of Mandi.

Apart from showcasing their selling skills, the participants also had to submit an elaborate business plan that would be judged by a panel represented by marketing faculty of IIM-C and the Aditya Birla Group, the corporate partners of Team Census.

Ananth Kalle, overall coordinator, Team Census, says, "Organising and executing Mandi was an interesting and challenging task, given our rigorous academic schedule. However, with able help from our 40-member team, we managed to pull it off."

Concluded.

Contributed by -
Krishnan Sekar,
External Relations Secretary,
Indian Institute of Management, Calcutta.

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