IIM Indore aims to Bridge the Gap Between a Marketer's Plans and Consumer's Mind in Utsaha 2009

IIM Indore aims to Bridge the Gap Between a Marketer's Plans and Consumer's Mind in Utsaha 2009

The data collected during these events will be woven together to form marketing research reports for the sponsoring companies. A large number of projects have been offered by big names in the industry which corroborates the fact that Utsaha, is in fact a win-win collaboration between the students and the industry.

Apart from this, Utsaha also aims to improve the lives of the people living in the rural areas. For this, there will some activities by the social sensitivity cell of IIM Indore, Pragat-I. The objective will be to identify the problems faced by the rural people and take corrective measures. This will be done with the aid of both the industry and the government. The companies too have something to gain from it, as these projects will serve as CSR initiatives for them. The IIM Indore family invited one and all to experience the joy.... Utsaha!

The kartik purnima mela at Janapaw Kuti saw a never before seen sight this year. Halfway up the hill to the temple, a series of brightly coloured stalls have been set up with banners and posters all over them and a number of enthusiastic young people inviting all the temple goers to come in for some games and a whole lot of fun! These are the students of IIM Indore holding their annual marketing fest Utsaha!

Utsaha 2009 is the first ever marketing research fest to be held in India which focuses only on rural consumers. The objective of Utsaha is to collect insights about the consumer buying behaviour of rural India mainly focussed on the products of companies partnering with Utsaha in this avatar. Companies like Hindustan Unilever, Cavinkare, Reckitt Benckiser, Shakti Pumps, Cadbury's and Kimberly Clark are all seeking valuable information from Utsaha. The students have all designed innovative and interactive games to observe the buying behaviour pattern of consumers. Some stalls had women throwing balls through hoops with the name of their favourite washing powder brand written over it, while other stalls had children guessing the value of chocolates in a packet.

Everyone who entered the stalls was a winner and inevitably left the stalls smiling. On looking closely, it was seen that beyond the fun and games there was serious social work at play too.

Contributed by -
Media & PR Committee,
IIM, Indore.

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