40th MAXI Fair at XLRI from January 12, first of its kind marketing conclave lined up

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Jamshedpur : XLRI is gearing up for its annual Maxi Fair scheduled to be held on campus on January 12 and 13, 2019. It’s 40th year, the Marketing Association of XLRI (Maxi) which organises the popular Maxi fair has decided to organise a first of its kind marketing conclave on the first day which will witness past Maxi members at the campus.

The Maxi members who are students of business management of XLRI will work for ITC, HUL, Coca Cola, Nestle and Havells for their disguised marketing research this year.

Maxi Fair, conceptualised by senior XLRI faculty Sharad Sarin in 1979, gives students an opportunity to learn the fundamentals of market research hands-on and enable them to come up with insights. So far, corporate giants like Hindustan Unilever, P&G, Cadbury, Nestlé, Coca Cola, Pepsi, Colgate Palmolive, ITC, GSK, Tata Group, Reckitt Benckiser and Castrol have presented their problems to XLRI at previous editions of the fair.

Apart from the games, the fair has in store various recreational activities for youngsters like paintball, zorbing, video games, merry-go-round and fancy dress competition and healthy & happy Jamshedpur with some physical exercise with fun.
Brooke Bond tasted success to the tune of Rs 100 crore with the idea of newly packaged tea. Pepsi in 2006 decided to give a new design to its packaging.

ITC decided to venture into the biscuit market. These are some of the few success stories of brands which were once just ideas but thanks to the efforts of the Xlers ( as students of XLRI are known), these ideas were converted into workable models. Every year the B-school organises a marketing fair to study the consumer behaviour.

The concept of MAXI Fair was pioneered by one of XLRI’s most eminent professors Dr Sharad Sarin in 1979. The fair is organized and conducted by MAXI – the Marketing Association of XLRI. Games and events are designed as surrogates to the actual research questions. Using Projective research techniques one can elicit unbiased and accurate information about consumer perceptions and preferences. The consumer is attracted by the fun element and enjoys the series of carefully designed games, unaware that his responses and actions are being tracked.

It is the oldest Market Research fair in the country, and a household name in Jamshedpur. The XLRI campus will come alive with two days of nonstop fun, frolic and of course serious academic research during the fair. With several successes in the past involving major FMCG Brand names, MAXI Fair has been commended by legends such as Philip Kotler and Ted Levitt, and is now replicated across other B-Schools in India and abroad.

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