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Writer: exchange4media News Service - Friday, Nov 02,2012 7:43 PM

Team IIM Bangalore cracks the case for Dainik Bhaskar

Winners of the ‘Crack the Case’ contest, held by the Dainik Bhaskar Group, have been announced. Out of the five teams that battled it out in the finals, the EPGP team from IIM Bangalore, comprising Suryanarayana Pemmaraju and Vinod Unnikrishnan, was declared the winner and awarded Rs 100,000.

The final round of ‘Crack the Case’ drew competition from across India and sectors with two teams from the industry (a team from IMRB and a cross team from Maxus and Cognition Media) and three teams from top B-Schools (IIM Bangaloer and XLRI).

The five teams battled it out to present the best solution to the question: ‘Keeping in mind the fast paced growth and unique market penetration strategy of the Group, which market should Dainik Bhaskar Group enter next?’

Commenting on the contest, Sanjeev Kotnala, VP, Dainik Bhaskar Group, said, “The enthusiasm and dedication shown by the teams was commendable. We were overwhelmed by the quantity and quality of the total number of entries received. Shortlisting them and further bringing out the winner was a tough task for the judges. This was a unique experience for the brand too since this was the first time that we have invited inputs beyond internal research teams.”

The judging panel included Ravi Rao, Leader, South Asia, Mindshare and Seema Gupta, Faculty Marketing, IIM Bangalore, in addition to Dainik Bhaskar Group’s Senior Management. The judges were looking for a solution backed strong logic and analysis.

Commenting on the experience, Ravi Rao, Leader, South Asia, Mindshare, said, “The teams went beyond the case, displaying an incredible level of secondary research. This forum provided a different perspective towards looking at the case. Every presentation was unique in its approach, irrespective of the market they were recommending. The strategy analysis by each group had a different flavour to their approach.”

Seema Gupta, Faculty Marketing, IIM Bangalore, who is the author of the case study, remarked that the case contest brought together academia, media and marketing research industry together. “I was impressed by the analytical rigor of the teams. The teams combined quantitative analysis with qualitative judgment leading to divergent solutions, which made the contest extremely interesting,” she added.

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