Mash It Up

Mash It Up2017

Create a branding plan

Results of Round 1 Declared!

Round 1 Results


  • intime
  • Quadband
  • THE ORPHICS
  • The Trident
  • Renée
  • Learners
  • HOPE

The following teams have qualified round 1:


About the event


Registration

Ventures these days are entering different territories with constant fusion of genres that complement each other. For example, the restaurant business these days is not only relying on its food but using the best technology available to understand what their customers desire off and provide offerings that satisfy their needs. This amalgam or mash-up as many call it is posing unique opportunities for present gen marketers and branding experts. The challenge is to design branding strategies that leverage the marketing potential of these fusing domains and come up with a holistic marketing plan for the upcoming ventures to offer maximum value addition for customers.

Put on your creative caps and come up with a branding plan for the mashup venture you create choosing from the categories given in the two buckets. There should be details of feasibility on why participants chose this mashup and what all can be done to brand it as a successful single enterprise. The plan should include diverse marketing techniques leveraging the attributes of both the categories chosen."


Format

The case competition will have two rounds as mentioned below:

Round-1: Pre-Eximius

You will have to create the marketing strategy for a company which combines two categories to form one company. The deliverable of the first round will be a PowerPoint presentation with only 3 slides detailing the branding strategy for the 2 chosen categories from a bucket list of categories given (for example : food + tech can be one of the chosen combinations). A detailed format of elements that need to be included in the 3 slides will be shared shortly but they would revolve around feasibility of the combination, channels of marketing to be used and possible diverse marketing techniques leveraging the attributes of both the categories chosen

This an elimination round and only qualifying teams will proceed to round 2 of the competition Participants need to choose 2 categories from 2 different buckets and then come up with a business plan as stated in the description. Please click below link to download the bucket list

Download Template

Round-2: At IIMB Campus

  • This round will be on campus during the fest
  • 6 teams will qualify for Round 2
  • The qualifying teams will be given the budget cap on 3rd August 2017. The teams extend the plan which would now also include the cost analysis and estimated financial payout of the complete branding strategy
  • The presentation for Round 2 will take place on campus (IIM-B) during Eximius where participants will be required to present the branding and execution plan
  • 1 winner and 2 runners up will be declared finally

Judging Criteria

  • Innovativeness of the combination – it should not be a replica of an existing combination, for example – food and tech – Zomato or Foodpanda
  • Diversity in types of marketing strategies
  • Context of marketing strategies – choosing the right channels
  • Feasibility of financial division
  • Metrics used to check effectiveness of the strategies suggested (4 and 5 are for the final round)

Rules

  • Each team can have maximum 4 participants and minimum 3 participants
  • Multiple teams from the same college are allowed
  • All the participants must belong to the same institute
  • A student cannot be part of more than one team
  • The participants must carefully read through and agree to the following Terms & Conditions before registering:
  • All decisions in matters of eligibility, authenticity and final judgments will be with organizing committee of Eximus, Indian Institute of Management Bangalore.
  • The format and structure of events is subject to change before the actual beginning of the event

Timeline

  • Access to prelims topics - 9th July 2017
  • Presentation template - 17th July 2017
  • Submission of Round 1 deliverable - 24th July 2017 11:59:59 pm
  • Results of Round 1 - 27th July 2017
  • Conveying the financial cap - 3rd August 2017
  • Submission of Final PPT - 4th August 2017
  • Round 2 Presentation - 5th August 2017

Prizes

1st Prize: INR 5000

2nd Prize: INR 3500


Submission Guidelines


Registration

Round 1: Pre-Eximius

  • Register your teams at eximius-iimb.com
  • Submissions to be sent to: mashitupeximius@gmail.com
  • Submissions to be sent before: 23:59:59 hours, Date:15-Jul-2017
  • Subject line of the email: Mashitup_[Team Name]_[College Name]_Round 1
  • Submission format: .ppt/.pptx
  • Body of Email: Name, Contact Number, Email Id, Team Registration Id, Institute name of each team member
  • Filename: [Team Name]_[College Name]_Round 1

Round 2: At IIMB Campus

  • The finalist teams are required to bring their presentation in the final round
  • Each team has to present the plan in the form of a PPT (Maximum 10 slides excluding team details and thank you) to the judges.
  • The time limit for each group is 10 mins of presentation followed by 5 mins of Q&A with judges and audience.
  • The presentation should explain why the idea can work on the target customer and how they would evaluate the effectiveness of your marketing campaign
  • Submissions and the mail should be titled as TeamName_College_dismarketeers.pdf and sent to mashitup_eximius@gmail.com and mash.iimb@gmail.com before 23:59:59 PM, Date: 04-Aug-2017.
  • The mail should contain team name, team member names, contact numbers, Email IDs and institute names for each participant.

Terms & Conditions

  • All decisions in matters of eligibility, authenticity and final judgments will be with organizing committee at Indian Institute of Management Bangalore
  • The format and structure of events is subject to change before the actual beginning of the event

CONTACT

For any doubts regarding Mash It Up, please contact: Palak Marwah