for

Case Study
For
Qualifying Round
Knowledge Partner

www.e4india.com

Aditya Institute of
Management Studies
and Research (AIMSR)

PRESENTS

Aditya Educational Campus,

R. M. Bhattad Road,
Ram Nagar,
Borivali (West),
Mumbai 400 092.

www.aimsr.edu.in

ON 26 FEB 2014

Competition Coordinator :

+ 91 9833136521

NATIONAL LEVEL LIVE MARKETING PLAN CASE STUDY B-SCHOOL COMPETITION

Last date of team registration : 15th Feb, 2014

Last date for submission to qualify for On-campus competition: 17th Feb, 2014.

Qualifying Round : Case study solution has to be send through e-mail only

Campus presentation would be conducted on 26th Feb, 2014.

For more detail see the rules & regulations given at the end of case study

Ms.Megha Shrimankar :

Mr. Akshay Kothare:

+ 91 9773216453

aditya.esdm168@gmail.com

POWERED BY

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What could you measure? What would that cost?

How fast could you get the results? If you can afford it, try it.
If you measure it, it will improve. - Seth Godin

AJAY CASE STUDY

Santosh Kumar- Regional Manager for Maharashtra for AJAY Industrial Corporation Limited had just
finished a monthly meeting with his executives and despite all good intentions, had managed to do
only 60% of his target. Totally frustrated, he was driving back home not knowing what was missing in
his sales and marketing mix to forge ahead of his competitors.
His people were motivated and they were playing well as a team. They were giving their best. And yet,
after a very exhausting month, he had only 60% of target achievement to show as his performance.
Ajay Industrial Corporation Limited was in the business of manufacturing CPVC Hot & Cold pipes for
plumbing and it competed with premium players like Astral & Ashirvaad and other leading players like
Supreme & Finolex. Astral & Ashirvaad had twice to thrice the turnover of Ajay while Supreme &
Finolex were much below.
The Plumbing Pipes market had seen a quiet revolution happening...The old GI pipes had given way
to CPVC pipes for obvious reasons. Being more durable, easier to install and virtually maintenance
free, they did cost more initially but paid back the investment in the long term. Builders in the metro
towns as well as Class 1 Towns had taken to them in a big way and gradually but surely even the
Class 2, 3 and 4 towns were taking to them.

Apart from persuading the builders to buy, there was the entire band of Architects &
Plumbing Contractors who were influential in making a decision. Apart from people at the
trade level, there were local plumbers who also had to be convinced that the product was
indeed value for money

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Question
As Marketing professional,
please give your
recommendations to Santosh
as your sales and marketing
strategy?
---------------------------------------------------Suggested content for the PowerPoint
presentation:

Santosh and his team used to work the entire circuit- meeting
Builders, Architects & Plumbing Contractors to show their
products and explain the certifications and approvals they had.
They also worked with Government Agencies for plumbing
contracts in the Public Sector. Apart from this, they also
worked with the retail markets where their pipes were sold.
This meant that each of his executives contacted 8-10
hardware/sanitary ware shops every day that stocked these
products and tried to make them buy more of his products.

(Not compulsory only suggestions)

1.

Setting marketing objectives &

goals / strategic Intent

2.

Understanding the sector of

business and external forces
governing the same

3.

Secondary & primary research

analysis ( Real Time )

4.

B2B / B2C Segmentation &

Targeting Plan

5.

Insight B2B / B2C Consumer

Buying insights

6.

Ansoff Matrix / Product Market mix

7.

Sales & Distribution Plan

8.

Suggested B2C / B2B

Campaign ( Practical
application of ideas)

9.

ATL / BTL Execution plan and

/ or Media plan

10. Go-To-Market Plan &

Execution
Below TV/ Print Commercials are
not to be submitted for qualifying
round

TV Ad : 30 - 50 sec only

Was pricing the issue where Santosh was going wrong?

Ajays pipes were priced lower than Astral & Ashirvaad but
higher than Finolex and Supreme. Was Santosh being
sandwiched in between? He could not price higher because
Ashirvaad and Astral had a pull factor which allowed them to
charge premium while he could not go down to the level of
Supreme or Finolex since this would eat away into the
companys wafer thin margins.
His executives, on the other hand, always lamented about the
lack of advertising and promotions that Ajay was doing. This
was unlike Astral where it was prominently visible in the film
Dabang with Salman Khan, at cricket stadiums where Astrals
visibility was high. Plumbing Contractors asked for Astral by
name. Similarly, in Southern India where construction activity
was better, Ashirvaad was almost synonymous with CPVC
pipes. Santosh, on the other hand, had to repeatedly request
his Head Office for marketing support.
Or was distribution the key? Ashirvaad and Astral were
available in almost 6000 outlets across the country while Ajay
was available in just 3000 outlets. Effectively, half the retail
outlets did not stock the product and hence half the plumbers
did not have an opportunity to buy from them. But distribution

(Suggested Format: avi - if

possible)

Print ad : Newspaper
(Suggested format: Jpeg)

Radio ad : 30 - 50 sec only

(Suggested format: mp3)

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came at a cost more people, more training and less revenue per person as the number of people
kept increasing.
At such depressing times the executives also pushed back and told Santosh that most dealers felt a
little extra margin to them would help to sell more and probably gain a higher market share.
Quite confused and exhausted, Santosh decided to sleep over his problems and look at them afresh
tomorrow. He had to meet his CEO the next day at a Regional Managers meeting and present what
he thought was the best way to deal with the issue.
CASE STUDY ENDS

Case Study Competition (Qualify & On-Campus Presentation)

Judging Criteria
The following is a list that reveals the general criteria on which the judges will focus during competition event. In order to
help you understand the expectations of the judges, the maximum number of points that can be awarded in each category
is indicated. In order to put these points into context, the total maximum number of points that can be awarded to any
team is 100.
Did the team successfully define the major and minor best practices presented in the case?
(Overview of Marketing Objective)
Possible maximum number of points that can be awarded: 10
Generating various alternatives (SOLUTION: Strategy & Tactics) to the case:
(Practical Execution of ideas on field)
Possible maximum number of points that can be awarded: 30
Selecting an alternative
Possible maximum number of points that can be awarded: 20
Implementing the chosen alternative (Based on Questions Asked)
Possible maximum number of points that can be awarded: 30
Executive Summary (Overall - Arguments and Logic)
Possible maximum number of points that can be awarded: 10

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General Instructions for This Is It competition:

1. The event is open to all B-school students only.
2. Each team should consist of a minimum 4 and a maximum 6 members.
3. Awards for This Is It winners:
1st Prize Winner :
Cash Prize of Rs.15,000
+ Final placement offer for 2nd year student / Summer Internship for 1st year student*
+ 7 Days / 6 Nights Holiday package for selected National / International locations*
+ Lots of Gift / Discount vouchers
Runner-up :
Cash Prize of Rs.10,000
+ Final Placement Offer for 2nd year student / Summer Internship for 1st year student.*
+ Lots of Gift / Discount Vouchers
All participants would receive individual participation certificates

4. Students of Aditya Institute of Management Studies & Research would not participate in the any of the competitions.
5. The core values at AIMSR are Transparency, Honesty and Mutual Respect. College names and information about the
your ideas, concept, documents would not be shared with any other participating teams. Do not mention your,
institute/organization name in the powerpoint presentation. Final presentation attire: Business Formals
6. The students can be from any stream of specialization and any year. One student cannot be a part of multiple teams.
7. All decisions in matters of eligibility, authenticity & final judgment will rest with the Team
ESDM168, AIMSR Mumbai & the panel of Judges.
8. The format & structure of the event is subject to change before the actual beginning of the event
9. International teams shall present using Video Conferencing facilities if selected for the final round
* Our Knowledge partner E4 Development and Coaching Ltd will assist in recommending the name of the winner to
its select clientele of companies. E4 Development and Coaching ltd will select the trainees for its own requirement
or in any one of its co-branded programs with its corporate clientele criteria for selection.

Event Coordinators: Ms.Megha Shrimankar: + 91 9833136521

: Mr. Akshay Kothare: + 91 9773216453

Email id

: aditya.esdm168@gmail.com

Entry Fee: Rs.250 (should only paid after selection for On - Campus Round)

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Qualifying round: This Is It (Live marketing plan Case Study Competition)

Step 1: For registration students should visit www.aimsredu.in.
Step 2: The case study will be emailed to the participants on their registered e-mail id
Step 3: Each team has to email powerpoint slides as solution of the case study / answering the
questions mentioned in the case study.
a. Slide Limit: Min 10 & Max 12.Excluding 1st & last slide).
b. NO Video / Radio/ Print ad required for qualification round)
Step 4: The powerpoint should reach us by mail before 12 noon on 17th February, 2014
o

To: aditya.esdm168@gmail.com cc: bmanmeet@aimsr.com , gakansha@aimsr.com

Mail Subject: College Name_Marketing Plan Case Study Submission

Format of Submission: College Name_Marketing Plan Case Study.pptx

Step 5: The shortlisted teams will be announced through e-mail by 20th February before 7.00 pm.
_______________________________________________________________________________________
On Campus Case Study Presentation: 26th Feb, 2014
(Reporting Time: 9.00 am)
Live Marketing Plan Case study presentation

Scoring System: 100 points

The Top selected teams have to give present their idea on the case study given in on campus round.
(Powerpoint slides / content can be changed after getting shortlisting for On Campus round)
Rules for Case Study Presentation:
a. Each team should consist of a minimum 4 and maximum 6 members.
b. The time limit for each team is 15 minutes
(12 minutes for presentation and 3 minutes for Q & A)
c. There is no restriction on number of slides to be presented
d. All the presentable content should be submitted to the student coordinator before the competition starts.
e. Suggested content for the PowerPoint presentation :( Not compulsory only suggestions )
1. Setting marketing objectives & goals / strategic Intent
2. Understanding the sector of business and external forces governing the same
3. Secondary & primary research analysis
4. B2B / B2C Segmentation & Targeting Plan
5. Insight B2B / B2C Consumer Buying insights
6. Ansoff Matrix / Product -Market mix
7. Sales & Distribution Plan
8. Suggested B2C / B2B Campaign ( Practical application of ideas)

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9. Go-To-Market Plan
Below TV/ Print Commercials are not to be submitted for qualifying round

10. ATL / BTL Execution plan and / or Media plan

11. TV Ad : 30 - 50 sec only ( Suggested Format : AVI - if possible )
12. Print ad : Newspaper ( Suggested format : Jpeg )
13. Radio ad : 30 - 50 sec only ( Suggested format : mp3 )
14. Suggestions and Recommendation ( if any )
Final Winners:

The senior leadership team from the company of live case study will evaluate the project at the time of final
presentation.

1st& 2nd winning team will be declared on basis of the total scores from the panel of judges

For more information visit us at: www.adityaevents.in

Looking forward to meet you on 26th Feb, 2014.Best of Luck!

For more details about us visit: www.aimsr.edu.in

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