Indore is known for its fairs and melas. Especially at this time of the year, one can find many many food festivals, exhibitions and melas. But, UtsAha! is different.. not only b'cos the organizers are students (participants, as we like to call ourselves) of a top B-school but also due to its nature and the focus on each and every member of the family.
Let me explain this further.. first about the 'complete family' part.
The setup has not just stalls of companies exhibiting their products and services but also live performances by troupes and bands, competitions like Mr. & Ms. Indore, Smart Indorean etc, a food zone, and a game zone for children and a game zone for adults.
But, what does all this have to do with a B-school?
The theme of the games is 'market research'. Each game maps a particular marketing problem. As part of our extra-curricular, we take up 'live' research and marketing projects from companies. Typically, these projects are about understanding the consumer behavior and their process of decision-making.. eg. 'what does the consumer look for before deciding and buying a mobile phone'.
These projects go through the usual life-cycle and we also design games to capture data about the various attributes and aspects of the research problem. And we run these games 'live' during these 2 days and collect actual and relevant data for our research. And then analyze and use that to address the business problem.
The Inaugural edition of UtsAha! was held on the 17th and 18th of January 2004. Though it was our first, our lack of experience did not stop the fair from becoming a phenomenal success with a total footfall of around 1 lakh people in just two days. With the event attracting people with diverse demographic profile, the fair succeeded in it objective of collecting unbiased data for the research projects that we carried out for our clients.
Now, UtsAha! 2005 starts today at 11am on Bal Vinay Mandir grounds, Indore. It will span across two days and promises pure and complete fun.
Be there to catch the action LIVE!!
Else you will have to settle for the visceral experience at my blog :)
[ http://www.iimi-utsaha.com/ ]
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1 comment:
first of all thanks for enabling the anonymous posts section.. me never planning to open a blogging account..
anyways great work baski.. awesome posts seem to be pouring in.. looks like ur making full use of all the resources that are available at indore in the last few days u will be here ..
pongal posts were amazing to read..
the utsaaha post too was good .. though lotsa of us felt u could have got anni here and walked away with the best couple prize :):)
whenkey :):)
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