IIM Indore organized their 8th edition of the rural marketing fest known as “Utsaha 2016” from 13th November to 14th November 2016. Since inception of the institute ‘Utsaha’ has successfully completed seven editions that are held on the auspicious occasion of Karthik Purnima in the village of Janpaw Kutti. The event witnessed participation from more than 150 team members and around 200 volunteers and an approximate footfall of 50,000 people over two days.
This programme is organized to gain insights of the changing paradigm of Indian Rural Market. It is a unique endeavour conducted by the students of IIM Indore to capture consumer insights of the 'bottom of the pyramid' through disguised marketing. The Market Research Cell at IIM Indore aims to penetrate in the "bottom of the pyramid" because this is the segment which remains a hinterland and carries great potential for the leading brands of the country. The students of IIM Indore take up this project to enable and extend the reach of various marketers in rural market.
The research project aims to collect relevant information pertaining to the demographics of the rural population residing in that area. The information is collected by conducting unstructured interviews and surveys. In addition, various events are organized in the form of fun-filled games (such as turban tying, magic show etc.) that helps in gathering unbiased responses from the villagers who visit the festival. Not only this was a separate stall for each project partner set up with a central location, to fulfill the research needs of respective project partners.
For more information about the event, you can visit the official website as well.
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