MARKETER OF THE YEAR

2016-17

BY

THE MARKETING FORUM

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About the Event

The Marketer of the Year is a marketing event organized by The Marketing Forum of TAPMI.
This event promises to test the participants ability to creatively bring together all the marketing
concepts they know, apply their knowledge in practical situations and most importantly, think
beyond the realm of the known.

The Process

Phase 1: In this phase the participants will be required to register themselves in teams of two.
The registration process will be carried out via online registration process. Participants will need
to fill the doc within the stipulated time.

Phase 2: This phase comprises three rounds whereby participants will compete against each
other for the title of The Marketer of the Year. The first two rounds shall be elimination rounds
whereby the winners of each round will qualify to the subsequent round. In the final round, the
teams will be disintegrated and will then compete individually for the title. The second round
will be judged by the faculty and the final round would be judged by faculty and an external
guest.

Round 1 CAPTION It

About Caption it.

For marketers, it is easy to rest in abstractions. Making general statements like I think we can
connect to Millennials with authentic branding is a whole lot easier than creating content that is
original, creative and stands out amidst clutter.

'Caption IT is a Picture-Product Placement event where participants will be required to relate a

picture to any brand/product and give a tagline to the product which is cohesive to the theme.

Student learning objective (SLO)

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This will provide the participants with an opportunity to showcase their Creativity, Uniqueness,
and Originality with marketing acumen. This will help to generate a wealth of implications for
future marketing professionals.

Details:

As for an example if the picture depicts the infamous protests of Tiananmen Square in China in
1989.Your response could be

PICTURE

Product Name - GPS from Hi-Tech Solutions

Tag Line- "So that u don't land into wrong places"

Guidelines

1) It is an online event where questions with pictures will be sent in a pdf format with password
protection. This will be sent to the participants 30 minutes prior to the start of the event and the
password will be sent 2 minutes prior. Answers will have to be submitted in a Google doc which
will be sent along with the password

2) Questionnaire will consist of 10 pictures which will be evaluated on the basis of the following
criteria- Originality, Relevance, and Cohesion.

3) The participants are required to register in teams of two.

4) The duration for this game will be of 30 minutes

5) Only one entry is allowed per person/team

6) The same contestants shouldn't be part of multiple teams

7) Certificates will be given to the top three teams.

8) The decision made by judges will be final and at their discretion

Round 2 REVIVE it!

About REVIVE it.

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There are numerous examples of companies in the same industry having radically different fate
at the end. This round is about identifying and analyzing the factors-(internal, external or the
macroeconomic environment) which led to success/failure of the products and subsequently
recommending an appropriate strategy for the failed product.

Student Learning Objective (SLO):

The goal is to learn from the diverse factors that have diverse impact on products and brands,
how these factors interact with each other and finally how can their negative impact be
minimized and the positive used in the favor of a brand or a product through marketing.

Details:

Teams/participant will be given two products/brands from the same industry one of which has
thrived and other one failed. The purpose of choosing same industry is to minimize the macro
factors which otherwise has diverse impact on diverse industry. Firstly, the participants will have
to identify micro factors which led to the success/failure of the respective product and then
provide a viable solution or turnaround strategy for the failed product. Failure can be defined as:

The withdrawal of the product from the market for any reason;
The inability of a product to realize the required market share to sustain its presence in
the market;
The inability of a product to achieve the anticipated life cycle as defined by the
organization due to any reason; or,
The ultimate failure of a product to achieve profitability.

Rules:

The product/brand will be communicated one day prior to the teams via email.
The teams can choose to submit their recommendation in a word document or power
point presentation.
All the entries shall be screened and the top 10 teams will be presenting their case to
judges.
The entries shall be screened on the basis of Problem identification and their
recommendation of a turnaround strategy.

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 In addition to problem identification and recommendation, the top 10 teams will be
judged on the basis of Q & A whereby they will have to justify the appropriateness of
their strategy.
15 min of presentation time and 5 min of question and answer shall be allotted to each
team.
Judges decision will be final.
The top two teams will be awarded with cash prizes and certificates. The top six teams
will qualify for the final round.

ROUND -3 : PITCH PERFECT

About Pitch Perfect

After joining a corporate firm, a student will face many instances where they will have to sell a
product or service to consumers or clients (B2B). But as B2B selling is more challenging, this
event mainly focuses on B2B selling. This concept has been inspired from the concept of an
elevator pitch, which is a convincing yet short sales pitch used to convey all the information
pertaining to his business idea or his/her product/service by offering its value proposition in a
limited amount of time.

STUDENT LEARNING OBJECTIVE

Being the final round of Marketer of the Year event, it aims at testing the selling and marketing
concepts related to the 4PS and STP through live application. The event would also test the
communication, negotiating, and on the spot thinking skills of the participant which is essential
to every marketer.

DETAILS

Each participant will be provided with a small situation to sell a product for which he will have
to develop a sales pitch to sell to a client (B2B). The pitch should ideally include the products
POD, price, distribution and delivery and its value proposition.

The participant can aid his selling pitch with the help of PPT or a Word doc.

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Eg: A pitch to sell a dish washer to the Multi Brand Electronic appliances store so as to provide
shelf space for the dish washers.

RULES AND REGULATIONS

This is an individual event.

Tentatively, 6 teams (12 individuals) will qualify to the final round who will battle it out
for the ultimate crown of Marketer Of the Year
The topic (product) would be given to the participants one day prior to the event
2 hours prior to the event all the individuals have to submit their PPTs which they shall
use for presentation
No changes will be allowed in the PPTs after the submission deadline.
Each individual would be given 4-5 mins to pitch for their product.
Exceeding the time limit would attract heavy penalty.
Thereafter, there will be a 2 min Q&A session.
Only one participant will be declared the winner of the event and will be awarded with
cash prize and a trophy.
The judges decision will be the final decision.

CASH PRIZES AND CERTIFICATES.

ROUND 1: First prize Rs. 8000/- & certificate

CAPTION It Second prize Rs. 5000/- & certificate

Third prize Rs. 4000/- & certificate
ROUND 2: First prize Rs. 8000/- & certificate

REVIVE It Second prize Rs. 5000/- & certificate

ROUND 3: Winner of the title Rs. 15000/- and Trophy

PITCH PERFECT

DATES

Sr. no. Event Name Date

1. Caption it 6th february 2017
2. Revive it 18th February 2017
3. Pitch Perfect 8th february 2017

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Note: The aforementioned dates are tentative,subject to approvals and time table of February