Jan 2013 - S.P. Jain Institute of Management and Research

Rainbow colours of innovation
9th SPJIMR Marketing Impact Awards (SMIA) - ‘Making Marketing Accountable’
January 19, 2013
SPJIMR hosted its 9th SPJIMR Marketing Impact Awards
as part of the annual SPJIMR Academic Conclave
(SAC) with the theme 'Making Marketing Accountable:
Metrics for Measuring Marketing Effectiveness'.
This year over 27 participants from business,
government and non-profit organisations presented
detailed cases on marketing initiatives taken up to
successfully solve a business problem or encash a
market opportunity with measureable impact on
business. Finally, four teams were selected by an
esteemed jury to make the final presentations.
The first finalist, a team from ICICI Bank, presented a
case on the marketing solutions to improve financial
inclusion in 11,000 villages across the country. The
team from Four Fountains Spa (CMYK Health Boutique
Private Ltd) talked about the growth story of the start up
and how strict benchmarking standards and astute
marketing efforts helped them outperform the industry.
The team from Interface Communication-Kraft Oreo
presented on the entry strategy and growth of Oreo
biscuits through emotional connect with the customers
in India. Eureka Forbes team presented an initiative
towards building a sustainable business and selling
the concept of “water shops” across rural India. The
team from CMYK Health Boutique Private Ltd (Four
Fountain Spas) was ranked first. The Eureka Forbes
team was adjudged the runner-up. The winning team
was awarded the prestigious SMIA trophy and
Rs.100,000 while the runner up got prize money of
Rs 75,000.
The presentations were followed by an address by the
Chief Guest, Mr. B. S. Nagesh, founder of TRRAIN and
Executive Vice Chairman of Shoppers Stop Ltd. who
regarded connectivity to the end consumer as the
biggest challenge businesses face today. The keynote
speaker for the conclave was Prof. Nikhilesh Dholakia,
Professor of Marketing and International Business at
the University of Rhode Island. He suggested that
marketers maintain a “healthy balance of metrification
and disruption”.
The event concluded with a panel discussion by the jury
members which included the keynote speaker, the chief
guest, Mr. Pranesh Misra - Chairman & MD
Brandscapes Worldwide, Mr. Vivek Sunder, Head of
Marketing Strategy & Planning Division at P&G India
and the moderator for the discussion Dr. Somayajulu
Garimella, Professor of Marketing at SPJIMR.
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