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Round 1: Selling a Paradox
Marketing involves a healthy mix of insights,
structure and creativity. A marketing manager must
have the ability to work under pressure and make the
best of the resources available to him/her. These
resources can be inanimate or even human. How do you
sell a product using a brand ambassador completely
opposite to what the product stands for? A difficult
task, but the true marketers will rise and shine.
Step 1: Each team is required to pick one
Indian celebrity (entertainment, sports, politics,
etc). The team should jot down the main attributes
of that celebrity (Celeb A):
Example: Madhuri Dixit Attributes: Mature,
sophisticated, subtle, blah blah… Design a product/
service which has the same attributes as those shown
by Celeb A.
The product/ service should be in the following
field:
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Social infrastructure
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Sex education
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Sport gear
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Sanitary care
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MBA Institute
The teams must design the product (concept) and
follow it up with a marketing plan (starting from
the needs it addresses to the STP and round it off
with the 4/7P analysis).
Hence, in effect, you have made a product which has
the attributes of Celeb A. The Celeb A should have
no other role in the game other than lending his/her
attributes.
Step 2: Promotions (ATL) should be centered
on a celebrity with opposing attributes to the one
selected for the product. This is Celeb B.
Example: Attributes opposite to Mature,
sophisticated and subtle would be Immature, crude
and in the face. You can think of a suitable
celebrity who lives up to these attributes.
(Wider the disparity between Celeb A and Celeb B,
better the performance of the team will be)
The Celeb B will be chosen to promote the Product/
Service. Hence, Celeb B endorses a product which is
sophisticated, mature and subtle.
He/she is selling a contradiction.
The teams are required to come up with any sort of a
mass media ad (print/ audio/ video/ internet
content) catering to the above requirements.
End of Round 1
WAIT!!
Confused? You have 140 hours to figure it all out!
If you can’t, DON’T worry! You can ‘frax’ through
all of the above and ride straight to the finals by
being the “Wild-Card entry team”!!
All you have to do is, take part in an online quiz
that will be held at
www.kitnebaje.com
on the 19th of January. Do well in the quiz, and
ride straight to XLRI for the finals!
Well, the smart ones might just take part in both of
the above to better their chances!!
Finals
FIVE teams will be short listed based on their
marketing acumen and creativity. ONE team will enter
by the wild card. The teams will be invited to XLRI
during Ensemble 2008 to compete afresh among
themselves for the coveted title of The True
Mar-Gods!
The rules for Round 2 will be intimated to the short
listed teams. |
