The Hindu : New Delhi News : Talent test of top B-school students at coffee chain

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Saturday, Dec 20, 2008
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Talent test of top B-school students at coffee chain

Staff Reporter

NEW DELHI: Students of five coveted B-schools in the country will don their creative hats on Saturday evening to devise a crowd-pulling strategy for a popular coffee brand.

As per the marketing round of a three-day fiesta called “ICON” that began at Faculty of Management Studies at Delhi University on Friday, these students will be assigned five Café Coffee Day outlets in various parts of the Capital.

They will be required to design a new promotion/branding strategy to maximise footfalls/sales at their respective outlets.

The five business schools that are participating in the event are: Indian Institute of Management (IIM), Ahmedabad, IIM Kolkata, IIM Lucknow, XLRI Jamshedpur and FMS.

Creativity

“In three hours of allotted time, the students will act as CCD employees, but the catch is that they will have no money to work with. They will be judged by the Area Sales Manager on a number of parameters, like creativity and feasibility of plan and the best will make it to the next round,” said Pranima Das, joint secretary of the media relations team at FMS.

“Participants will be paired randomly in teams of two. They will have limited time to design their strategy. There will be no restrictions on the kind of promotional offers they can come up with. They can dance, sing and do anything to lure the customers,” she explained.

ICON, which has a prize money of over Rs. 1 lakh, will have other rounds like a televised debate, financial round, and consulting.

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