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

Utsaha!, the annual marketing fair of IIM Indore left its mark on the minds of people in and around Indore. In a very short span of time, Utsaha has become a major episode 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.

Having seen huge success in its past avatar within the Indore City, Utsaha is going rural this year. It would be an integral part of the quintessential rural mela - The Kartik Purnima Mela. The mela takes place in the villages of Janapaw Kuti and Badgonda in the Malwa belt at a short distance from IIM Indore. Utsaha has all the components of a mela; be it food, shopping, games, events, fun and that little bit extra, as it doubles up as a carnival milieu to conduct comprehensive consumer market research.

The USP of Utsaha is the platform it provides for a 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 behavioural 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 with a lot of enjoyment. 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 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.

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

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