Tariq Engineer

Mumbai, Nov. 5

Britannia Industries is sponsoring the marketing challenge at `Prerana', the National Institute of Industrial Engineering's annual management event that is being held on the NITIE campus.

Marketing Plan

"It is a good opportunity to understand the minds of youngsters and to reach multiple schools through one school," said Mr S. Ramesh Shankar, Head of Human Resources at Britannia. Close to 200 teams entered the competition. They were given a case study designed by Britannia. The study required the teams to come up with a marketing plan for a new product. Seven finalists were then selected from the original entries.

"We will be learning from this process," Mr Shankar said. "The information we get from this competition will help us with future launches." But that isn't all. Britannia is offering preferred placement interviews for the top three teams.

Live Case

"It is a better way to evaluate a student than a group discussion or an interview," Mr Shankar said. "It is more rigorous. The idea is to see who can conceptualise, analyse and present." Naturally, the students are thrilled about the opportunity.

"It [the interviews] is a huge incentive for us," said Mr Manav Malik, a finalist, who is part of a two-member team, from NITIE called Cakewalk. "It seems as if you are working on a live case because you are working on a case that might be implemented."

The contest will be judged by a two-member team from Britannia that includes Mr Shankar and professors from NITIE. Surya Prakash Tripathi, a member of the team that organised Prerana, agrees with Britannia's strategy. "Why not target the best of the B-school students and induct them into the company?" he asked.

(This article was published in the Business Line print edition dated November 6, 2006)
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