MAXI Fair: XLRI plays brand games - 2-day consumer insight fest

Jamshedpur, Jan. 16 (The Telegraph): All work and no play makes brand survey a dull job.

XLRI’s MAXI Fair, an annual survey for corporate brands and consumer behaviour, goes into gaming mode to ferret out people’s insights of what makes certain brands tick and others don’t.

And in its 32nd edition now, the event, organised by its marketing association, has become a respected brand in itself.

The two-day fair that concluded today, has since last year, bagged the prestigious ISO 9001-2000 certification. And this year, it saw participation from reputed companies across diverse industry verticals such as Castrol, Reckitt Benckiser, IDBI Bank and Nestle.

In addition, it also saw participation from academia. And to draw maximum footfall, and hence, accuracy of results, organisers have decided to conduct the fair on two consecutive days, instead of just Sunday which was the case previously.

“With four companies and academic research, the MAXI fair tried to understand consumer behaviour through interesting gaming open for the public. Participation by visitors in various games helps us understand brand preferences affected by many factors,” said Himanshu Joshi, a senior member of MAXI and a second-year student of personnel management and industrial relations.

Around 120 student volunteers worked tirelessly for months to execute every aspect of the fair, ranging from sponsorships and media to logistics and entertainment.

The fair kicked off on Saturday afternoon, drawing over 500 participants within the first few hours of its opening. The evening was pure entertainment with game stalls, rides for children and a concert by XLRI’s in-house band, Bodhi Tree. Food stalls saw brisk business. In two days, footfall count was around 1,000-plus.

The stall researching for Castrol drew youths who discussed bikes and their maintenance. “At the Castrol stall, we hosted bike-related discussions with people that were captured on video. The company will get to know valuable insights into consumer behaviour from the footage,” said Pathik Krit Basu, of second-year business.

The idea of MAXI fair was conceptualised 32 years ago by marketing professor and visionary Sharad Sarin.

Every year since then, major Indian corporate houses bring their market research problems to students of XLRI, who design elaborate games around them. Hosted on XLRI grounds, the fair is open to people who have a good time apart from winning prizes in games. Students, on the other hand, get useful data on public preferences, which they analyse to solve problems faced by companies.

Stage set for MAXI Fair, XLRI to conduct market research

January 15 (The Pioneer): The Marketing Association of XLRI, popularly known as MAXI, is set to organise its annual MAXI Fair on January 15. Started in 1979, the MAXI Fair is a unique and innovative approach to conduct market research in a fun format.

Officials of MAXI informed that this year, several companies are taking part in the MAXI Fair. While some wants to understand consumer behavior and preferences their categories others plan to understand the tastes of the consumers.

The idea was conceptualised 31 years ago, much ahead of its time, by Sharad Sarin, Professor of Marketing at XLRI and a visionary. Year after year since then, major Indian corporate houses bring their market research problems to the students of XLRI, who design elaborate games around them.

These games are hosted in the XLRI grounds, and are open to public who visit the fair and have a good time apart from winning prizes. The students, on the other hand, get useful data about public preferences, which they then analyse to solve the problems faced by the companies. This makes the task of conducting the otherwise boring and mundane research easier and interesting.

“This year we planning to make it more academic oriented than fun and fair. We have made special arrangements for the event this year where the students will carry research work,” said a member of the organising team.

It may be mentioned that Brooke Bond tasted success to the tune of `100 crore with the idea of newly packaged tea. Pepsi in 2006 decided to give a new design to its packaging. ITC decided to venture into the biscuit market. These are some of the few success stories of brands which were once just ideas of XLRI students.

XLRI’s National Platform for Youth

Jamshedpur, Jan. 14 (The Telegraph): Social entrepreneurship is high on XLRI’s radar this month.

After the success of its previous two national conferences related to the social sector, the top B-school is hoping for a hat-trick with its 3rd National Conference on Social Entrepreneurship, to be held from January 28 to 30. The theme this year is Youth, Development and Social Entrepreneurship.



The three-day event will bring around 25 prominent experts on a common platform. Padmashree and Magsasay award winner Deep Joshi will give the inaugural address.

“The conference aims to provide a common space to development sector professionals. There will be discussion on what could be improved in various types of social sectors. This year, the conference will focus on the involvement of youth in the social sector,” said Madhukar Shukla, event co-ordinator.

The conference will have three broad categories — challenges, opportunities and getting started — with diverse topics such as involving youths to volunteer, creating markets for marginal producers, promoting livelihood and employment, leveraging technology for social development, options for funding and investments and supporting the eco-system for social entrepreneurs, among others.

“Each session will be addressed by three or four practising social entrepreneurs and development professionals. The participants will also be able to interact with the speakers in a free-wheeling interface,” said Shukla.

The event is open to all. Corporate organisations, NGOs and students will have to pay a registration fee of Rs 8,000, Rs 4,000 and Rs 800, respectively.

Those who want to attend the event can also log in at seconference(at)xlri.ac.in
Details at:
http://3rd-se-conference-at-xlri.blogspot.com/