B-School Events

April 04, 2017 @ 01:15 PM

April 04, 2017 @ 01:15 PM

XIMB organized "MERCATIQUE 2015"

Published : Monday, 03 August, 2015 12:59 PM

Mercatique, the flagship business conclave of MAXIM, the Marketing Association of XIMB, was organized on 2nd August, 2015. The topic of the discussion for this year’s conclave was ‘Evolution of Brand and Customer Interaction’. The event was graced by eminent speakers from various fields of marketing like, SusmitaMisra, SVP Karvy Insights, Arvind Suri, DMG Sales Sun Pharma, Mahesh Rao, Ex-CEO Switz Industrial Bakery Middle East and Ex-commercial Director, HJ Heinz and Amit Gope, Head Marketing, Century Plyboard Ltd.


The discussion was moderated by Prof. M.N. Tripathy of XIMB, who opened the conclave with words about the importance of customers and social media in marketing.

The first speaker of the day was Ms. Susmita Misra. She started her discussion on the metamorphosis of customer choice and how brands should utilize this to their advantage, especially in the retail industry. She pointed out ‘She economy’ and the role of children in consumer decision and how they have led to an in increase in retail industries like Apparel, personal care, ‘Retailtainment’. Mr. Arvind Suri was up next and he spoke about marketing from the perspective of a pharmaceutical company. In this domain, relationship with a brand is like relationship with a human. Some of the peculiarities of pharma industry were pointed out by him. He finished his discussion with an inspirational quote saying: “Remain alert. Remain focused. Remain dynamic… and remain in the market.”


Mr. Mahesh Rao, Ex-CEO, Switz Industrial Bakery (Middle-East) and currently teaching at the Wellingkar Institute started his address with an explanation of ‘Watsonian Behaviourism’ keeping the consumer behavioral habits in mind. He noted that one of the prime movers is the concept of First Mover Advantage and backed it with examples of Xerox and Dalda. Mr. Raoalso explained how the focus has changed from Global Integration v/s Local Integration in the 1980s and 90s to Simultaneous Integration, Standardization and localization of a product and brand. 


Mr. Amit Gope, Head, Marketing at Century Ply Boards (I) Ltd. highlighted the core objective of a marketer-“To make the customers to either accept the brand, love the brand or refer the brand”. He shared the examples of Unilever, ITC, Godrej etc. as being some of the companies who are trying to take initial steps in tapping into the receptive minds of customers. Lastly, he acknowledged the usage of Internet and Mobile phones as the most important mediums to drive Consumer Interaction in the future.

Post the Question and Answer session, the new newsletter of Maxim named 'MAXPRESS' was released by the speakers. Also, the winners of the competition 'Intern Diaries' were announced.The first prize was bagged by Somashree Chaudhury whereas the 2nd prize was bagged by Rajat Agarwal. Akshita Tiwari won the ‘Most Creative Entry’ award.

Stay informed, Stay ahead and stay inspired with MBA Rendezvous

Crucial Dates, You Should not Miss

XAT 2018
Application Last Date 30th November 2017
IMI New Delhi
Application closes 4th December 2017
XIM Bhubaneshwar
Last Date 8th December 2017
SIBM Bengaluru
Apply for SNAP 2017 to be held on Dec 17 and apply for SIBM-Bengaluru through the SNAP Form
Institute of Rural Management Anand
IRMASAT will be conducted on February 4,2018, Apply Before December 31,2017
IBSAT 2017
Last date for IBSAT registration is December 12 , 2017
Last date to register for SNAP is 24th November, 2017. Last date for SSBF is 2nd January 2018
SIBM Hyderabad
Apply for SNAP 2017 to be held on Dec 17 and apply for SIBM-Hyderabad through the SNAP Form
K J Somaiya Institute of Management Studies & Research, Mumbai
Last date for Application is 31st Jan, 2018
Application for PGDM 2018-20 at SDMIMD is open till February 28, 2018
Institute of Management Technology
Application closes on November 24, 2017
MDI Murshidabad
Application for PGPM 2018-20 at MDI Murshidabad is open till November 24, 2017

Show More

Admission Open Now

Following Colleges are accepting applications.


Admissions open for 2018-20

PGDM, PGDM (HRM), PGDM(B & FS), Executive PGDM

Apply Online