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K J Somaiya Institute of Management Studies

& Research, Mumbai

PRESENTS MELANGE 2012 Where Ideas Converge !

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Scorpio Hunk The On-field Scorpio Dipstick & Promotion Event

"Vision without action is just a dream. Action without vision is a nightmare

Scorpio-Hunk, the prestigious Inter Collegiate Branding Competition will be held under the aegis of Melang 2012, K J Somaiyas Annual Inter College Festival. This event will test your strategic thinking & branding capabilities by helping Mahindra Scorpio to break the clutter among its rival brands in the market through innovative and practical promotional mechanisms. The event will be conducted in multiple rounds and will involve teams from all over the country. The first round will be online and on-field round which will help participants and Scorpio to identify their TG across India, followed by viral campaign of the analysis jotted down inform of poster/snap/video. This will pave the successful way for this blitzkrieg for Mahindra Scorpio. Be a Scorpio Hunk Pour in your MBA skills, and get famous creating a buzz for the Muscular Sedan, winning attractive prizes.

THEME:

Mahindra Scorpio The beast breaks the clutter

EVENT DETAILS: Team Size : 2 Members Round 1: (Elimination Round) This will be an online will be online and on-field round. Keeping to the event theme, the participating teams will be asked to design: A marketing research questionnaire and take them to: o Their prospective TG. o Existing Owners. o Showrooms and distributors.

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A marketing research questionnaire and get them filled from their prospective TG analyse it and send us a report of the unique positioning which they feel is advisable to Mahindra Scorpio. Also, based on the positioning recommended through their study, the teams have to create a print ad and post it on MELANGE Facebook page and generate likes for it.

Out of the received entries, the best 8 teams (including 3 waitlisted teams) will be shortlisted based on the marketing plan and the number of likes on Facebook. They will move on to compete in Round 2. Round 2: 8 teams (including 3 waitlisted) will be selected based on the quality of the video, analysis and the number of likes. These teams will be assigned regions, viz. North, South, East & West and will be designated Zonal Czars - Promotions, Melange-Mahindra Scorpio for their respective regions. 2 teams each will be allocated one zone out of North, South, East, West and will be designated the title of Zonal Czars for the respected regions. In this round teams will have to create detail marketing and promotional campaign for their respective zones, ideas or the campaigns have to be a mix of ATL and BTL activities keeping in mind the target audience, feasibility, implementation and economics of the plan. Round 3: In round 3, the 4 out of 8 Zonal Czars will present their region specific end to end campaign to officials from Mahindra. Teams are expected to conduct Market Research to support their findings. Along with the Scorpio dipstick campaign, the teams will also be required to make either: a 45 second (.mpeg format) TV commercial a 45 second radio jingle

The teams adjudged to be the best will be crowned Brand Manager, Melange-Mahindra Scorpio and walk away with the prizes. Teams will ensure that all videos/photos uploaded will contain Mahindra Scorpio and Melange 2012 logos.

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Evaluation Criteria a. Freshness of Idea (30%) b. Popularity & Visibility (40%) c. Feasibility (30%) PRIZE MONEY: First Prize worth Rs. 35,000/Second Prize worth Rs. 20,000/Certificates to be given to all finalists.

RULES AND REGULATIONS: Each team has to have 2 participants. All the members of a team should belong to the same college. Any number of teams can apply from a college. One person can belong to only one team. One team can submit only one entry. Each team necessarily has to like the Mahindra Scorpio page on facebook. The naming convention for the video should be : ScorpioHunk_< Team Name>_<College Name>. The video needs to be mailed to: scorpiohunk.melange@gmail.com More details of Round 2 will be provided after declaration of Round 1 results.

IMPORTANT DATES: Registration opens: 1st round entries close: 1st round results announced & commencement of 2nd round: 2nd round results announced & commencement of 3rd round: Presentation of the marketing plan, Radio jingle and TV commercial: 1st February 2012 8th February 2012 8th February 2012 12th February 2012 17th February 2012

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MELANGE website: www.melange-simsr.com

For Any Queries, please contact:

Naveena Vejella : +91-9769552401; vejella.naveena@gmail.com Megha Samdani: +91-9920117668; meghasamdani@gmail.com Harshita Shrivastava: +91-9769552083, hshrivastava21@gmail.com Shilpa Kathuria: +91- 9923205492, shilpakathuria87@gmail.com

K J Somaiya Institute of Management Studies & Research, Mumbai.