IGTC PGPBA 2014 – 2016 Batch students shortlisted for Wildcard Campus Round at L.I.M.E. 7

IGTC PGPBA 2014 – 2016 Batch students shortlisted for Wildcard Campus Round at L.I.M.E. 7

L.I.M.E. (Lessons in Marketing Excellence) is the country’s biggest and most keenly contested B-school challenge which is yearly televised on CNBC-TV18 in association with HUL.
Three students from the IGTC PGPBA 2014 – 2016 Batch were shortlisted as one of the 9 teams for the Wildcard Campus Round for L.I.M.E. 7! On 28th October 2015 team ‘suMSilK’ took the marketing case-study competition for management students in Mumbai.

❶ Background:

Launched in 2010, HUL has been the brains behind this extravagant marketing contest. In 2015, they have hosted the Season 7 of L.I.M.E. with CNBC-TV18 as the media partner. Every year, 12 top B-schools in India (IIM-A, IIM-B, IIM-C, IIM-L, IIM-I, IIM-K, FMS-Delhi, XLRI-Jamshedpur, ISB-Hyderabad, SPJIMR-Mumbai, NITIE-Mumbai and JBIMS-Mumbai) take part in this marketing case-study competition for management students. It gives the students a platform that offers them to work on real-life situations including live business challenges. This platform serves to companies the opportunity to interact with India’s brightest MBA’s and share their unique experience. Over the years, L.I.M.E. has become one of the most prestigious and hard-fought competitions amongst India’s top Business Schools to find India’s brightest and best young marketers. The case studies given to management students are from industry sectors like Technology, Pharma, Fashion Retail, Aviation, Tourism, Finance & Banking etc.

❷ Wild Card Entry and Team suMSilK:

The success of L.I.M.E. over the past years has catapulted on their initiative to invite participation from B-School students from various parts of the country through the Wild Card Entry. This has made L.I.M.E. a truly competitive and encouraging forum for management students to showcase their skills and talents. Out of all the registrations, top 9 teams will be then selected for presentations at HUL Campus, Mumbai. Top 3 teams from thereafter, will then enter the show directly to the semi-finals on equal ground with the other 12 B-schools.

L.I.M.E. Season 7, has again been the top talk amongst budding marketers in all the B-Schools from across the country. However, the difference this time around in 2015 (which is also regarded as the Indo-German year) was that, apart from all the regular top B-Schools it was ‘Team suMSilK’ from Indo-German Training Centre, Bangalore who were one amongst the top 9 teams to be selected for presentations of the Wild Card Entry Round at HUL Campus, Mumbai. A very prestigious moment for IGTC – Bangalore and IGCC that it was the first ever participation in L.I.M.E. by the Post-Graduation Programme in Business Administration (PGPBA) students and got selected amongst 7002 others teams from various premier B-Schools from across the country who had participated for L.I.M.E. Season 7 wild card entry.

Team suMSilK is the abbreviated form for ‘scintillating ubiquitous Meenakshi Shreekarthik innovative logical Kiran’. The inspiration for this team name was taken from one of the HUL’s brand ‘SunSilk’. This team name includes the names of all the 3 students from IGTC’s flagship program PGPBA (2014-16 Batch), Kiran C Karpur, Meenakshi Kashyap and Shreekarthik S. The other 8 teams which were qualified for the presentations were; GIM, Goa; (2 teams) IIM Shillong; MICA; IMT, Ghaziabad; IIFT, Delhi; IIM Udaipur and K J Somaiya, Mumbai.

❸ The case study challenge:

The case given for the wild card entry was on Lakmé Fashion Week (LFW). The challenge presented in the case was that (ref. case study) – ‘The association of Lakmé with the fashion week drives brand imagery, however its awareness is limited to a specific audience in some cities. If more people appreciate it, we believe it can drive up imagery for them too. So challenge is how do we take LFW to consumers in a relevant & impactful yet cost effective way through one or more of the touch points – TV, print, digital or POS (Lakme Counters in General Trade and Modern Trade Stores).’

❹ Overall Contest Experience:

It was during Ganesh Festival time in mid-September 2015 that we received the above case and its challenge with less than a week to provide solution with ‘Idea on a page’ format. Yes, you read it right! Its only one page (A4 size) of write-up which one had to submit initially as an overall solution. Our team also maintained the same and submitted our idea – an overall solution termed as ‘Lakmé Fashion Sillage’, a brand awareness generating campaign concept through a brand wagon which has never been attempted in the fashion industry before till time. We arrived at our overall solution after conducting a primary research as per the given challenge and also did a lot of secondary research to substantiate our value proposition. Post this initial submission, we then got busy with our Phase – 3 Academics and exams at IGTC – Bangalore. We had to now just wait for that exciting moment of getting selected for the presentations and we always dreamed of winning L.I.M.E as we were an excellent team.

Confident we were as we had put out a lot of good work in our case solution and were expecting response or some sort of communication from HUL L.I.M.E. team. So it was on a pleasant Saturday morning of 24th Oct’15 that a shocking surprise e-mail from HUL team which got us all so very excited about getting through to presentations of wild card entry round. It was a sense of proud moment for every one of us that the education, knowledge and training (through 6 months of internship in the flagship PGPBA programme) – The German Dual Education System, had helped us in a great deal to achieve this small feet.
The presentations were scheduled at HUL Campus, Mumbai on 28th Oct’15. It was a cold early morning on 28th, Wednesday that we had to catch our flight from Bangalore to Mumbai (all logistics were arranged by CNBC-TV18 team). Previously the last 3 days of sleepless nights had went into the preparation for our big presentation on our idea. It was a tough competition all day long, nevertheless we gave our best shot at this wonderful opportunity at our bay. But, then the hard luck did not favour us enough to qualify to the semi-finals round. However though we were and we still are very happy on our small and humble accomplishment that we are not just at par but are much better than many premier B-School students in the country with great skillsets and ready for real life corporate challenges. By the end of the day, the top 3 teams to qualify to semi-finals were; GIM, Goa; MICA and IIFT, Delhi. These teams will now compete with one team each from the 12 top B-schools in India (ref. Background). We the ‘Team suMSilK’ wish our best regards to all the teams for future rounds of L.I.M.E. Season 7.

❺ Learning outcomes and Acknowledgements:

We are very much great full to the HUL team and CNBC-TV18 team for their warm hospitality and hassle free co-ordination during the presentations shoot in Mumbai. L.I.M.E. Season 7 will be televised on CNBC-TV18 shortly in months to come by (probably during last week of Nov’15 or Dec’15). We humbly and gently request you (the reader of this article) to take some moment out of your precious time to watch us on CNBC-TV18, you can find more details in the following link (provided for your kind reference) – http://www.limeonline.in/telecast-info.asp

The key most learning out this participation was that we were exposed to the level of battle that is out there in the real world to win the war of excellence. This overall experience has instilled a lot of confidence in us to get skilled even better and to dream of achieving greater things in life.

Finally with all our modesty, we are proud to be IGTCians and we take this opportunity here to ‘Heartily Thank’ and acknowledge all the support rendered to us by some very special people; Mrs. Audery D’Souza, our beloved Director of IGCC and IGTC – Bangalore; Mrs. Rosa Homburg, ex-Programme Manager at IGTC – Bangalore; Mrs. Anita, Programme Co-ordinator at IGTC – Bangalore; (Following are our faculty members) Mr. B S Prakash (Marketing Management); Dr. Jaishree Desai (Human Resource Management); Dr. Prof. M Ambashankar (Advertising Management, Sales and Distribution Management, Business Ethics and Corporate Governance Management) and Mr. Rishiraj Dasgupta (Finance Management); And also all the other staff/ German Interns. We are great full to all these people for helping us all throughout in many ways with never ending and continuous encouragement to achieve greater success in life. We have great respect for all of them and they have our humble gratitude for everything that which they did for us.

Thank you for your kind patience in reading this article. For more details and information, please visit us at http://bangalore.igtcindia.com/ or contact us at ‘bangalore@igtcindia.com’.

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