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Scorpio Hunk_ Melange 2012_1328619285

Scorpio Hunk_ Melange 2012_1328619285

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Published by Vipul Satya

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Published by: Vipul Satya on Feb 08, 2012
Copyright:Attribution Non-commercial


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K J Somaiya Institute of Management Studies
&Research, Mumbai
Where Ideas Converge !
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Scorpio Hunk
The On-field Scorpio Dipstick & Promotion Event
Vision without action is just a dream. Action without vision is a nightmare
Scorpio-Hunk, the prestigious Inter Collegiate Branding Competition will be held under the
aegis of Melangé 2012, K J Somaiya’s Annual Inter College Festival. This event will test your
strategic thinking & branding capabilities by helping Mahindra Scorpio to break the clutter
among it’s rival brands in the market through innovative and practical promotional
mechanisms.The event will be conducted in multiple rounds and will involve teams from all over thecountry.The first round will be online and on-field round which will help participants and Scorpio toidentify their TG across India, followed by viral campaign of the analysis jotted down informof poster/snap/video. This will pave the successful way for this blitzkrieg for MahindraScorpio.Be a Scorpio Hunk
Pour in your MBA skills, and get famous creating a buzz for theMuscular Sedan, winning attractive prizes.
“Mahindra Scorpio – 
The beast breaks the clutter” 
EVENT DETAILS:Team Size : 2 MembersRound 1: (Elimination Round)
This will be an online will be online and on-field round. Keeping to the event theme, theparticipating teams will be asked to design:
A marketing research questionnaire and take them to:
Their prospective TG.
Existing Owners.
Showrooms and distributors.
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A marketing research questionnaire and get them filled from their prospective TGanalyse it and send us a report of the unique positioning which they feel is advisableto Mahindra Scorpio.
Also, based on the positioning recommended through their study, the teams have tocreate a print ad and post it on MELANGE Facebook page and generate likes for it.Out of the received entries, the best 8 teams (including 3 waitlisted teams) will beshortlisted based on the m
arketing plan and the number of “likes” on Facebook. They will
move on to compete in Round 2.
Round 2:
8 teams (including 3 waitlisted) will be selected based on the quality of the video, analysisand the number of likes. These teams will be assigned regions, viz. North, South, East &West and will be designated
“Zonal Czar’s
- Promotions, Melange-Mahindra
fortheir respective regions.2 teams each will be allocated one zone out of North, South, East, West and will bedesignated the title of 
Zonal Czars
for the respected regions.In this round teams will have to create detail marketing and promotional campaign for theirrespective zones, ideas or the campaigns have to be a mix of ATL and BTL activities keepingin mind the target audience, feasibility, implementation and economics of the plan.
Round 3:
In round 3, the 4 out of 8 “
 Zonal Czar’s
will present their region specific end to endcampaign to officials from Mahindra. Teams are expected to conduct Market Research tosupport their findings.Along with the Scorpio dipstick campaign, the teams will also be required to make either:
a 45 second (.mpeg format) TV commercial
a 45 second radio jingleThe teams adjudged to be the best will be crowned
“Brand Manager, Melange
and walk away with the prizes.Teams will ensure that all videos/photos uploaded will contain Mahindra Scorpio andMelange 2012 logos.

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