Strategy Game: Empuje Usted
percentages were not acceptable to our customers. In other words, 99 percent sounds great,
unless you're the one percent who we don't deliver for."
Description:
not to charge because you are a vegetarian."
A quote which very well sums up the essence of life. Who would not like to live in a world that
is governed by their whims and fancies? Same holds true for every marketer. Each one of us
marketers out there would love to have a world buoyed by huge economic growth, supportive
governments and absolutely loyal customers.
But as they say Life is not always that fair. Same in a market, it is never governed by any sense
of logic that a marketer can come up with. Every marketer has to adapt and change himself and
his strategies according to the situation.
This event tries to bring out that manager in you who can adapt in this rapidly changing
environment and lead. It will judge people on their capabilities to cope with a fairly bad situation
and turn it into a position of strength for their company.
Stage 1:
The world is ravaged by wars. Nobody trusts the other nation. The communication channel has
broken down between the countries. In this turbulent scenario the biggest concern for every
company is to break-even, forget making profits. The falling bottom line is a big concern for all
of us. You are a part of one such organization which has been hit by this situation. Being an
ambitious person dedicated to the cause of your company, you decide to come up with a
marketing strategy for the company that would take it to new heights. The most important here
for you is that you have to sell your product to at least two countries.
The detailed situation will be made available to the participants well before the event. The
contestants have to submit a write up outlining their broad marketing strategy which will
encompass all the tools of marketing mix used to promote their brand. The write up should
include:
• Name of the company and the product chosen
• Core competencies of the company
• Product description
• Points of parity and points of differentiation of the product
• Marketing mix of the strategy
• Corporate Strategy
• Logo of the company
• Countries chosen to market the product and its reasoning
• Celebrities chosen to endorse the product
• The cost of marketing in the given situation
This round will be an online round and the participants are required to submit their write-ups by mail. It’s an elimination round and the best strategies will be chosen and the participants will
qualify for the next round to be held at the institute.
Stage 2:
Presentation: The best strategies will be invited to the institute to give a presentation of their
strategy. The presentation shall include the salient features of their strategy. The participants
have to make the judges and audience realize that theirs was the best possible strategy.
This shall be held on the first day of Perspective i.e. on 27th January 2008.
Stage 3:
Well the world is full of uncertainties. So once you reach here don’t expect life to become easier.
There is something up the sleeve of destiny. Gear up to fight that.
Products:
Shoes, Tooth paste, Soaps, Bullet Shrapnel, Watches, Cars, Whisky, Apparels, Cell phones
General Guidelines:
• A team should consist of 3 members.
• Stage 1 is an elimination round.
• Scores of Stage 2 and Stage 3 are cumulative and the weightage will be 50% each
• Presentation time in stage 2 should not exceed 20 minutes.
• Format for case analysis:
o Font Size: 12
o Font Type: Times New Roman
o Line Spacing: 1.5
• The decision of the judges will be final and binding on all the participants
• The last situation will be disclosed after the presentations.
Important Dates:
Last date for team Registration: January 10, 2009
Late date for submission of Stage 1 write-up: January 15, 2009
Prizes:
1st: INR 7500
2nd: INR 5000
Event Managers:
Devanshu Bhatia - +91 9727764341
Email: empujeusted.perspective@gmail.com
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