Marketers from IIM Calcutta participated in the execution of a very important process for any company. They were Involved in conducting a market research program which would allow companies to understand how consumer perceive their brand. This event, organized by Team Census, was conducted during the month of January. Sahil Dev, a member of the organizing team gives a description about the two day experience.
A brand is made or broken by the response of the consumers towards it. So, we can see why “knowing the consumer” is of utmost importance in the success of a marketer. The rationale behind this event was generic cialis to provide insight to the marketer about their own brand’s image in the mind of the consumer. This disguised market research event is a fresh attempt to understand consumer response to the products in different segments.
Ulhaas, currently in its 5th edition, is the only event conducted by students of IIM Calcutta outside of campus. It provides participants with the chance to directly interact with consumers. The event is not in the form of a questionnaire which is usually used for conducting a market research for a company. Here customer response is captured by disguising questions cleverly and subtly in games, quizzes and other fun-filled activities. Thus by creating a lively and fun environment, customers tend to give their true responses to questions which otherwise would have yielded incorrect results via a normal questionnaire process because people get conscious when they know that they are undergoing an evaluative questionnaire. Participants were tested on the basis of aided and unaided recall of products of different companies. Information was collected to describe the key attributes a consumer looks for in a particular kind of product.
Being an event which conducts live projects for firms from different industries, the organizing teams approach different companies for their requirements, with the promise of obtaining consumer research insights. This year, Team Census got projects from companies belonging to diverse sectors. The project partners for Ulhaas 2011 were Godrej Interio, Nestle, CRY and Radio Mirchi. The venue partner for the event, City Centre Mall, New town, saw a footfall of over 10000 people during the two day event. Free gifts for participation and interactive games conducted by Team Census were an incentive for people to come to the event. The radio Jockeys’ provided by the radio partners, Radio One, garnered massive attention from people.
After the event, the teams analyzed the data and determined awareness levels about the brand/product/service offered by these companies, and they provided recommendations for the same. Ever since its inception, recommendations from teams at Ulhaas have turned out to be highly insightful and effective for the companies.
The whole process is a great learning for the teams as it gives them a real life experience of dealing with consumers and extracting information for the companies. This gives them exposure to the work they might be doing in their summer internships and jobs. Team Census, the experiential marketing club at IIM Calcutta provides opportunity to students for using this platform to explore new avenues in the field of marketing.
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