MICA, Ahmedabad, India’s premier institute for Strategic Marketing and Communications found itself on a celebratory high, winning a national B-school competition launched by MNC Ab InBev.
In an intense power-packed grand finale held in Bengaluru, the team, comprising second-year MICA students Jeffrey A. Modak, Samriti Goel and Vivek Jayakumar emerged victorious, battling it out against four teams from 3 B-schools that include Faculty of Management Studies (FMS) New Delhi, IIM Ahmedabad and IIM Kozhikode, with their winning concept.
The nationwide B-school competition, in its first ever iteration, saw applications from 20 top MBA colleges in India, receiving over 6000 team registrations, 2200 team applications and 1100 Round 1 submissions.
Students were asked to choose one challenge out of the three given by the company focussing on marketing, strategy and sustainability functions while creating concepts.
Speaking about the same, Jeffrey Modak, a second-year student said, "We did a market analysis and saw the potential for a blue ocean strategy (creating an uncaptured market) in developing a premium customisable product."
The team name – Corona Pyaar Hai, a reference to AB InBev’s in-house brand Corona, generated a lot of buzz among the jury, dignitaries and guests in attendance. A perfect mix of wit and sound business strategy worked in favour of the team, as they presented their bold, unique and disruptive idea at the grand finale held in Bengaluru. The winners bagged a cash award of Rs 1,50,000 and a golden chance at interviewing for the coveted Global Management Trainee (GMT) programme.
The judges panel comprised of high-profile industry stalwarts - Ben Verhaert, Business Unit President, AB InBev South Asia, Vibha Paul Rishi, Former Executive Director (Global), Pepsi, presently a board member of Tata Chemicals, Taj Hotels, Asian Paints and ICICI Bank and Dr AK Siva Kumar, Professor for Public Policy at Kennedy School at Harvard University and former member of National Advisory Council to the Prime Minister of India.
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