20 SEPTEMBER

MANDI 2014

Flagship Event – Team Census, IIM Calcutta

MANDI is the flagship annual event of IIM Calcutta which gives a

full-fledged marketing experience to the participants and is one of

the most sought after event in the campus. The rules and procedure

of application for the event is given below.

Experience

Marketing. First

Hand

If you can sell at

MANDI, you can

sell anywhere!

2500+ Footfall

Rs. 2+ Lakh

Transactions in 5

hours

EVENT AT:

IIM CALCUTTA

Diamond Harbour Road Joka, Kolkata West Bengal 700104

Organized by: Team Census,

Experiential Marketing Club of IIM Calcutta

Associate Partner

Media Partner

Sponsorship Partner

www.TeamCensus.in census@email.iimcal.ac.in www.facebook.com/TeamCensus.IIMC

RULES Round 1: Registration with B-Plan for MANDI (Deadline: 08/09/2014)

1. Form a team of 6 to 8 members and choose a Team Name. The team can have only current students from

the institute.

2. Participants should choose a product that they are going to sell in MANDI. The product should not be

solely a brand of any company but it should be a brand that they would build for this contest. However,

the product can have elements picked from other existing products. Participants can choose any product

(food or non-food category). Non-food category products can be anything from physical products to the

entertainment services.

3. Participants have to prepare a document of not more than 2 pages defining the mini business plan for the

product, and their branding and marketing strategy over the period of the event MANDI 2014.

a. Document should have the product specification and the marketing strategy that the team is going

to use for the promotion of the product.

b. Document should also have the necessary financials that help us in assessing the product

performance. For calculation, assume a footfall of 2500 in IIM Calcutta at the time of event.

4. The document along with the names & contact addresses should reach us through mail at

census@email.iimcal.ac.in by 8th September 2014. The subject of the email should be “MANDI 2014

Entry – Team Name”

5. Evaluation by the IIM Calcutta faculty would be carried out and teams would be shortlisted for the final

round.

Round 2: Marketing & Sales by the Teams

1. Every shortlisted team will be assigned a team liaison from Team Census who will act as part of the team

and will be keeping track of all the activities of the team. The team liaisons will keep track of all the

promotional and material investments that the teams will make.

2. Marketing: The shortlisted team can start their promotional activities from 13th September through

different media. The evaluation process for the teams for IIM Calcutta and the outside teams would be

different as the promotional abilities for both would be different.

a. IIM Calcutta Teams

1. All the teams can actively have their online promotions and there will be no restrictions on

those promotions.

2. However, there will be an auction of the locations for offline promotions. The teams from IIM

Calcutta should participate in an auction for the locations on campus where they want to

promote their products through offline promotions. The auction will be held on 13th

September evening at a suitable time. Teams would auction on the percentage of profits they

would give to the club after the event

b. Outside Teams

1. Outside teams can also have online promotions and they can get help from the liaisons they

have of the club for the same.

2. Liaison will be part of the team from the beginning to the end of the event and it would be a

great opportunity for the teams to be able to reach out to their target customers.

3. Teams can have offline promotions from one day before the actual event as they cannot visit

campus daily since the start of the 2nd round.

www.TeamCensus.in census@email.iimcal.ac.in www.facebook.com/TeamCensus.IIMC

3. Sales: After all the promotion part of the product, the participating teams should sell their products in

the stalls setup at IIM Calcutta

a. There will be an auction of the stalls that we set up according to the position and size of the stall.

A day before the actual event, the teams should participate in auction of stalls.

b. The participants will be given 5hrs to sell their products in the stall from 7PM to 12AM, 20

September 2014

4. The price of the product is fixed by the participation team and a fixed service tax will be added to that

price of the product which will be taken by Team Census.

5. All the transactions will be on the virtual money that is the property of Team Census and the POCs from

the club will be keeping track of all the sales of the team.

Conclusion

After all the rounds, the teams will be evaluated on three different parameters namely profits, online promotions

and offline promotions, and a weightage factor>1 applied in case the product chosen by the team is non-food

item.

The teams will be notified of the results through our website and Facebook page. The decision of the evaluators

would be final in the final results of the events. There will be two winners, one from IIM Calcutta and other from

other colleges to give fair chance to all the participants.

For Queries, contact:

Ramcharan Kucharakanti – Head-Events, Team Census

Mobile: +918584074028, Email: kucharakantir2015@email.iimcal.ac.in

Partha Biswas – President, Team Census

Mobile: +918584062223, Email: parthab2015@email.iimcal.ac.in