IIM Indore
The Annual Marketing Fair

UtsAha!, the annual marketing fair of IIM Indore is all set to leave its mark on the minds of people in and around Indore. The third edition of Utsaha will be heldon20th to 21stof November 2010. In a very short span of time, Utsaha has become a major event in the B-school event calendar. It is the brainchild of the marketing club of IIM Indore, Mercur-I and aims to bridge the gap between a marketer's plans and consumer's mind to provide comprehensive solutions to marketers across different industries.

After a huge success last year, Utsaha will continue to try and read the rural minds this year as well. It would be an integral part of the quintessential rural mela- The KartikPurnimaMela. The mela takes place in JanapawKutivillage located at a short distance from IIM Indore. Utsaha has all the components of a mela, be it food, shopping, games, events, fun and a little bit extra as it doubles up as a carnival milieu to conduct comprehensive consumer market research. The USP of Utsaha is theplatform it provides a for reliable and systematic surrogate market research through interactive and engaging games as it generates unbiased and accurate responses from a specified segment of the consumers. Consumers' responses and actions are tracked and valuable consumer behaviour data collected is used for subsequent analysis giving any participating company an opportunity to get unique insight into their behaviour. The students of IIM Indore provide the end to end professional execution of the research.There are also loads of games with thousands of assured gifts and lots of entertainment with attractive prizes and gifts on offer.

The students of IIM Indore are very excited about the event as it gives them an opportunity to learn in a fun way. It provides them an ideal platform for experiential learning by involving all the major stakeholders- corporate organisations, consumers and academia. The students organise simple yet attractive games to pull them towards the mela stalls. These events would cater to the diverse crowd of all ages. The key is to make consumers feel involved, thus enabling enthusiastic participation which will help them to gauge their response towards the products of the companies for whom the research is being carried out. 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 infact a win-win collaboration between the students and the industry.

This year the students are working on projects from Wheel, Cadburys, Santoor, Pidilite and Idea mobile. Apart from this, two teams will be working on social sector projects on Education and Health to get an idea of the needs and gaps present in these sectors.

Source: By E-mail (November 19, 2010)

Published on IndianMBA.com on November 20, 2010


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