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FCB-Ulka Comstrat - the first ever marcom case-study competition

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FCB-Ulka Comstrat - the first ever marcom case-study competition

FCB-Ulka, India's fifth largest marketing communication group, is going to organize its popular communication strategy case study competition for business schools next month. The contest has gone online also through the website

FCB-Ulka Comstrat, now in its seventh year, is the first ever case-study competition in the area of marketing communications, to be organized among management students in the country. Richa Arora, Head Strategic Planning, FCB-Ulka Group says, "FCB-Ulka Comstrat is a forum which offers an excellent opportunity for the industry to build an interface with budding advertising talent and also offers a platform for young minds to hone their skills working on 'live' case studies".

FCB-Ulka Advertising along with the K.J. Somaiya Institute of Management Studies and Research has pioneered this concept. The uniqueness of FCB-Ulka Comstrat lies in the fact that unlike other case study competitions, which are in the field of marketing or finance, Comstrat is the only competition conducted in the area of advertising and communications.

FCB-Ulka's Strategic Planning team develops these cases in close co-ordination with top marketers. These cases are then distributed to management schools from around the country and as a first step asked to submit a synopsis of their interpretations of the communication strategy issues. An eminent panel evaluates the synopses and six short listed management schools are invited to make a presentation to a larger audience. This year, the final presentations are scheduled for 23rd November in Mumbai.

For FCB-Ulka Comstrat 2002, the agency's interactive arm has created a website where the 2002 case study has been posted in a downloadable form. To help prospective participants, the site also contains past cases and winning presentations. The effort has been aimed at creating a better understanding of the quality of presentation of analysis, strategy and the winning features.

The past years have seen keen participation from the best management institutes across the country and the event has also enlisted enthusiastic support from leading companies. Cadbury Schweppes (1996), Hutchison Max(1997), Tata Indica (1998), ITC Gold Flake(1999), Cadburys Bournvita(2000) and Marico Parachute(2001) helped FCB-Ulka develop "real-life" communication strategy case studies, which have been instrumental in the success and popularity of the competition among management schools.


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