Marketing Fair

From Wikipedia, the free encyclopedia

This article is orphaned as few or no other articles link to it. Please help introduce links in articles on related topics. (November 2007)

This article or section needs to be wikified to meet Wikipedia's quality standards. Please help improve this article with relevant internal links. (November 2007)

The Marketing Fair, conceived and started in 1978 by Dr.Sharad Sarin, is a unique research tool that creates a "mela" (fair) around serious market research. The fundamental idea is to do market research but under the guise of games. By putting people in the midst of games, it strategically strives to get responses that are unbiased. Entertained by games, responders most often never realize they are answering questions or revealing their preferences by making choices while playing.

Widely acknowledged as one of India’s and XLRI’s most valuable contributions to the field of Marketing, the Fair is today an accredited market research tool. Today, it is being followed as a model by a number of premier Indian, American and European business schools.

The exclusivity of The Fair is maintained by having a definite focus every year. Some of the notable focus areas of earlier Fairs include children as consumers, new entrants in the Indian market, Indian women as consumers and niche product consumers.

The companies who have presented problems to The Marketing Fair for study till date include International Giants, the ANZ Group, Bata, Cadbury, Citibank, Coca Cola, GSK, HSBC, ICI, Nestle, Ogilvy & Mather, Procter & Gamble, Philips, Ponds, RCI, Shaw Wallace and UNICEF.

Indian Corporates who have actively participated in The Fair include Arvind Mills, Asian Paints, Berger Paints, Bharat Shell, Blowplast, Dabur, GIC, Hindustan Ciba-Geigy, HLL, HMT, HMV, ICICI, India Today, Indo-National, ITC, Marico, New India Assurance, SBI, Tata Tea, Titan, The Telegraph, and Voltas.

This article does not cite any references or sources. (November 2007) Please help improve this article by adding citations to reliable sources. Unverifiable material may be challenged and removed.

This article lacks information on the notability of the subject matter. Please help improve this article by providing context for a general audience, especially in the lead section. (November 2007)