MM2 term project

Hidden markets @ bottom of the pyramid

Objective

The objective of this term project is to develop a clear idea about markets and marketers at
the bottom of the economic pyramid. By doing so, future managers will understand

a) Roles marketing can play in such markets

b) Nature of various markets existing
c) Demand for markets not served at the moment
Marketeers/ entrepreneurs in such markets

Methodology

Students will work in groups of 5. Group list to be sent to Mr. Dibakar by 28.10.2018
through CR. They will make at least 3 visits to the urban poor settlements of Bhubaneswar,
the sahi-s of Bhubaneswar ( e.g. Sabar Sahi, Salia Sahi..). Each group will interact with
various stakeholders like shopkeepers, business owners ( e.g. cycle repair shop, mobile
repair, bike repair and any kind of entrepreneur they can identify). They will interview at
least three respondents ( each interview should be around 30 minutes- audio to be
submitted) who has to be an entrepreneur or a self employed professional like a driver.
Each group will also observe at least one entrepreneur for 1-2 hours. See the Observation
Template for taking field notes. The objective of the interview and observation is to
understand the lives and motivation of such entrepreneurs, the hardships they endure, and
the opportunities they have because they operate in an urban slum. More specifically a) to
understand the demands/ unmet needs in such markets and b) profile entrepreneurs in these
markets.

 There should be no overlap across groups

Avoid talking to shop keepers opposite to XIMB- they are tired of enthusiastic students

Outputs

The outputs of the projects will be ‘market notes’ that will consist of

1. A 5 slide ppt to be shown in the class ( on 10th and 11th December 2018 covering the
lessons learnt in relation to marketing and entrepreneurship.
2. Data: video of the project ( to be collected and submitted, groupwise by respective
CR-s); audio interview recording, field notes (see observation template), and
 pictures you take during your visits) All data to be submitted 7.12.2018 5 pm to Mr.
Dibakar Mahapatra through CR-s
3. A written submission- based on the interview and experience- not more than 5
pages to be evaluated on content and creativity.

Weightage- 30% (Class presentation- 5; write-up- 10; Data quality and completion-
5; Overall quality- 10)