Maxi Fair 2013

January, 2013

Introduction

XLRI Jamshedpur

XLRI is the oldest business school in India

Amongst top

Premier B-School of the country

Proud home of Marketing Association at XLRI (MAXI)

B-schools in India

Established in

An integral part of the Jamshedpur community

1949

MAXI | About Us
MAXI, the oldest committee on campus, was established in 1971 under The

Overview

Societies Act of India 42 years later, the committee:

8 national events and 1 International Event Hosts over 70 teams from other premier B-schools during an year Has an annual budget of over 20 lakhs
Organizes over

MAXI events and initiatives like the Maxi Fair have been personally commended by industry stalwarts including:

Achievements

Philip Kotler, Kellogg School of Management

Theodore Levitt, Harvard Business School

Dr. Philip Adler, Dupree College of Management

Competing for Limca Book of Records for its Social Media outreach in 2011

Maxi Fair History

Maxi Fair | A legacy of 33 years

2 Day Fair in the heart of Jamshedpur, also Known as Jamshedpur Mela

One of the oldest and most respected public events of Jamshedpur

Maxi Fair | In the late 70s

In 1979

Maxi Fair was pioneered by one of XLRIs most eminent professors Dr Sharad Sarin

Maxi Fair | In the early 80s

Maxi Fair 83

1980s

Maxi Fair prospered as an avenue for Disguised Market Research Games & Events were used as surrogates to actual research questions. Projective research techniques elicited unbiased and accurate information about consumer perceptions and preferences

Maxi Fair | The legacy of Success

Brooke Bond
HLL launched a tea pack using insights from MAXI Fair. This Brooke Bond tea pack has gone on to become a Rs 100 crore brand.

Nestle
Nestle changed its business strategy to launch Nestea based on MAXI Fair results

Pepsi
Pepsi decided to implement packaging design changes based on our research

Erstwhile Richardson Hindustan (Now P&G)

Richardson Hindustan test marketed their Herbal Vicks product at the fair before its launch

Maxi Fair | Past Associations

An enviable client base: Aditya Birla Group |Arvind Mills | Cadbury | Citibank | Coca Cola | Colgate Palmolive |Dabur| GSK | Hindustan Unilever | HSBC | ICI | ITC | Marico | Nestle | O&M | P&G | Pepsi | Phillips | Reckitt Benckiser | SBI | Shaw

Wallace | Tata Motors| Tata Tea | Titan | UNICEF | Voltas | Bata | Berger Paints|
Nestle | Castrol | Rickett Benckiser

Maxi Fair Event Glimpses

Maxi Fair : Research Stalls

Best teams selected from the top b-schools of India will put up their disguised research stalls

Maxi Fair : Baby Show

Maxi Fair : Nukkad Nataks

Maxi Fair : Rock Show

Maxi Fair : Tribal Dance Performances

Maxi Fair : Tribal Handicrafts/Artifacts

Maxi Fair : Free gifts for each visitor

Maxi Fair 2013

Maxi Fair 2013

Disguised market research in the form of a games

Event Details

Target Audience
Promoted as a fair to attract target groups
Over

A platform for new idea generation and concept testing Live Research Projects provided by corporate houses

7,000

visitors
Includes Jamshedpur population

Sponsorship Advantage

Target audience includes XLRI students, faculty, and Jamshedpur consumers

Extensive National and Local Media Coverage

MAXI | Contact Us
Please feel free to contact us at:
Avishek Ray, Junior Executive Member b12015@astra.xlri.ac.in +91-9546187923 Rahul Bajaj, Junior Executive Member b12103@astra.xlri.ac.in +91-8084029696 maxi@xlri.ac.in

Online Presence:
https://www.facebook.com/maxi.at.xlri http://maxionline.wordpress.com/

http://www.youtube.com/user/maxixlri
http://twitter.com/maxiAtXLRI
And in its 32nd edition now, the event (MAXI Fair), organized by [XLRIs] marketing association, has become a respected brand in itself. The Telegraph Jan 17, 2011 the [ XLRIs behavioral ] lab is aimed at providing students and teachers with cutting edge research tools designed to study behavioral trends Education Times, The Times of India ,Sep 19, 2011