ME_brand-o-mania

8/7/2019 ME_brand-o-mania

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K. J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

&

Melange - 2011

In association with

MAHINDRA SCORPIO

PRESENT

Date of Event: 13th February 2011 | PoulomiDate of Event: 13th February 2011 | Poulomi


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BRAND-O-MANIA/Melange-2011

K J Somaiya Institute of Management Studies and Research

"Vision without action is a daydream. Action without vision is a nightmare

Successful branding can make or break a product. Have you ever longed to

unleash the think tank inside you? Create new brand elements that will give a

new perspective to the product & will also make YOU famous? With cash

prizes, goodies and much more out for grabs let your creative instincts go

crazy

Brand-o-Mania, the prestigious Inter Collegiate Branding Competition will be held

on 12th-13thFebruary under the aegis of Melang 11, KJ Somaiyas Annual Inter

College Festival. This event will test your strategic thinking & branding capabilities

by devising a holistic marketing strategy for Mahindras fabled, Scorpio.

Each of the participating teams will have to devise a marketing strategy in order tofurther strengthen the brand SCORPIO. The event will be conducted in multiple

rounds and will involve teams from all over the country.

The event will commence on 26th January (2 weeks prior to melange), with the final

round being held at the KJ Somaiya Campus during the colleges annual fest,

Melange.

The event Layout

1st round- The participating teams will be asked to design a Marketing plan (2

slides, excluding the introductory slides) for Mahindra Scorpio along with a print

ad. The theme for the plan should be Mahindra Scorpio Indias Iconic SUV

This will be an online round. Out of the received entries, the best 30 teams

(including 5 waitlisted teams) will move on to compete in level 2.

2nd round- In this round, the teams will be asked to make a 60 second video on


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Scorpio, which is to be uploaded on the following video sharing sites and social

media sites

i. YouTubeii. Melange Facebook Page

The teams need to send us the URL of their link of uploaded video through mail.

The teams will have 5 days to attract maximum number of likes for their videos. 9

teams (including 3 waitlisted) will be selected based on the quality of the video and

the number of likes.

3rd round-The teams here present their entire marketing campaign to officials from

Mahindra. Along with the marketing campaign, the teams will also be required to

make a 45 second (.mpeg format) TV commercial & a 45 second radio jingle for

Scorpio. The teams adjudged to be the best will walk away with the prizes

Important Dates:

Registration opens: 26th January

1st round entries close: 30th January

1st round results announced. Commencement of 2nd round: 31st January

2nd round results announced. Commencement of 3rd round: 6th February

Presentation by the teams on their entire marketing plan, Radio jingle and TV

commercial: 13th February

Prize Money:

First Prize worth Rs. 25,000/-

Second Prize worth Rs. 15,000/-

Website link:

http://simsr-melange.com


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Judging Parameters:

a. Freshness of Idea (30%)b. Popularity & Visibility (40%)c. Feasibility (30%)

Explanation of waitlisted teams

Each round will have a fixed number of waitlisted teams. In case one of the teams

shortlisted for a particular round does not turn up for the next round, the team

highest in the waiting order will be chosen instead.

Each of the waitlisted teams will participate in the round they are waitlisted in.

But, even if they outperform one or more of the shortlisted teams, they will bechosen for the next round only when one of the shortlisted teams back out

For example: In round 2, the shortlisted teams too will make a video and upload it

on YouTube. Even if the number of views/likes of one of the waitlisted team

exceeds that of a shortlistedteam, they will be eligible for the next round only when

one of the already shortlisted team back out

Rules:

1) Team size: 2/3 members2) The document should be in .doc or .pdfform.3) There should be a separate document (.doc or .pdf) specifying the team

name, team members with e-mail ids & name of the Institute.

4) The teams can register on:https://spreadsheets.google.com/viewform?formkey=dExxNG9iWkljSHo

wY1M3NVg0T195ekE6MQtill 30th January 2011.

5) All deliverables should be mailed to the email id:[email protected]

6) The name of the institute should not appear anywhere on any otherdeliverables (slides, document, video etc), otherwise their participation will

be cancelled.

7) Font of the document should be Times New Roman, font size 12, linespacing1.5

8) All members of team to be full time students of a B-school9) Members of a single team cannot be from different B-schools
https://spreadsheets.google.com/viewform?formkey=dExxNG9iWkljSHowY1M3NVg0T195ekE6MQhttps://spreadsheets.google.com/viewform?formkey=dExxNG9iWkljSHowY1M3NVg0T195ekE6MQhttps://spreadsheets.google.com/viewform?formkey=dExxNG9iWkljSHowY1M3NVg0T195ekE6MQhttps://spreadsheets.google.com/viewform?formkey=dExxNG9iWkljSHowY1M3NVg0T195ekE6MQ


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10)One member cannot be a part of more than one team11) The video has to be in .mpeg format only.12) Once submitted, the teams will forfeit the rights on the proposals (including

the ones not shortlisted for the further rounds) and they will be wholly owned

by Mahindra. No claim on the proposals will be entertained.

In case of queries, please contact:

Rishi R Mehta (08898481154, 09028458969)

[email protected]

Poulomi Majumdar (09769952011)[email protected]

Kavita Singh (09320384130)

[email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

ME_brand-o-mania

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