Management education is all about case studies and evolving strategies. However, it is not often that one comes across a live case study that requires a candidate to come up with a solution within a stipulated span of time.

So, when the Brigade Group announced its business case competition at the annual business festival – Vista – organised by the Indian Institute of Management-Bangalore, Lenin S. Vijay decided to make the best of this opportunity. A first year management student at Bangalore-based Christ University, Lenin, came up with certain innovative ideas to give a boost to the digital marketing strategy for Brigade Hospitality.

Laying emphasis on open source technology, engaging employees and their integration with social media sites such as Facebook and Twitter were some of the suggestions put forth by him at the inter-collegiate competition called Trojan Horse. His suggestions won him the first prize in the competition.

“We were presented with a live case study about two weeks back. The company had allocated Rs 13 lakh for a six-month period and asked us to chalk out a digital marketing strategy for their hospitality division. We were given the opportunity to visit some of their property sites and interact with their employees,” Lenin said.

According to Ravi Purohit, a student of IIM-B, while most management courses deal with case studies, it was a different experience working on a live case study. “It is easy to comment in hindsight on a case study which has already taken place but quite a different thing to work on a live case study,” said Ravi, whose team bagged the second prize in the competition.

Creating a mascot for its hospitality business, having a lively Facebook account and reconstruction of the company Web site were some of the suggestions put forth by his team, he added.

The Competition

Under the Trojan Horse event, Brigade Group creates a case study on one of the many facets of the organisation. A business problem requiring an innovative strategy is presented in the case. According to Nirupa Shankar, director of Brigade Group, the good response to the competition last year prompted the company to come up with the topic – “Digital Marketing Strategy for Brigade Hospitality” this year.

The competition is a multi-stage strategy event that also tests the courage to stand and respond to a changing environment. This year nearly 520 teams registered for the competition and 40 detailed presentations were made, of which six teams were selected for a final live presentation.

Recruitment Tool

According to Shankar, such competitions can serve as an effective recruitment tool apart from giving the company an opportunity to reach out to GenY for innovative suggestions and creating a brand recall among potential customers. “The advantage of these competitions is that it gives us the chance to find prospective new hires.” Following the suggestions made by one of the participating teams, the company plans to hire a digital media company, she added.

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