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2015
Saturday Jan 31, 2015
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KNOWLEDGE

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JIMR

S.P. Jain Institute of Management and Research (SPJIMR), Mumbai, is a premier Business School which has been consistently
ranked among the top 10 B-Schools in India. SPJIMR's educational edifice rests on the principles of 'Influencing Practice' and
'Promoting Value Based Growth'. In sync with this philosophy, SPJIMR organizes SPJIMR Marketing Impact Awards (SMIA)
every year to promote industry interface and bridge the gap between academia and industry. It is a platform to share industry best
practices and is attended by corporate participants and management students alike.

11th SPJIMR Marketing Impact Awards (SMIA)

SMIA is a truly unique event that rewards impactful marketing initiatives. The event felicitates organizations that have solved a
business problem or leveraged a marketing opportunity with impactful initiatives. SMIA has time and again proved to sceptics,
both within and outside the boardroom, that the effectiveness of marketing can be demonstrated and quantified.
For last ten years, SMIA has been providing a platform for companies to showcase their impactful marketing practices. These
initiatives span across various sectors, industries, target groups and markets. This year in its 11th edition, SMIA takes on a new
format and becomes specific to a market segment.
In the evolving and dynamic Indian marketspace, women are playing an increasingly important role. According to reports, women
account for 85 per cent of overall consumer spending including categories ranging from automobile, fashion, household, grocery
to health. They control over $20 trillion in world-wide spending which make them an ideal target for brands. Keeping this in mind,
the theme for SPJIMR Marketing Impact Awards (SMIA) 2015 will be 'Marketing to Women'.
We invite marketing initiatives which are at least a year old and are targeted to women across age groups. The company which
demonstrates the most innovative, impactful and sustainable marketing initiative will be awarded the prestigious SMIA 2015
trophy and a cash prize of `2, 00,000/-.

Who can participate?

Businesses from any industry, MNCs, Blue chips, NGOs, FMBs, Entrepreneurial ventures, Government and all other
organizations in any sector/domain.

What are we looking for?

Breakthrough marketing initiatives (targeted to women) that have made a significant and tangible impact on a firm's top-line or
bottom-line.
Marketing initiatives/ solutions could be pertaining to:
! A unique positioning/repositioning
! Redefining distribution rules
! Developing and nurturing a new customer base
! Innovative strategies to gain / maintain market share
! Improving productivity
! Maintaining leadership position
! Dramatically challenging competition
! Rural initiatives etc.
This list is illustrative and not exhaustive.

How can you participate?

Step 1: Teams should submit a one page abstract briefly describing the nature of their marketing initiative and its impact on the
organization (refer to Rules and Regulations on page 4)
The abstract seeks brief response to the following questions: (the format for the abstract is attached)
! What problems/opportunities constituted the driving force for the company's marketing initiative?
! The initiative taken up by the organization (along with Year and Duration of the initiative)
! What was its impact on the organization? Describe the organizational status before and after the measures were taken, using at

least 2-3 KPIs

The Abstracts should reach us by Saturday, 15th November, 2014
Step 2: A jury constituting eminent people from the academia and industry will review the abstracts. The entries shortlisted by the
jury will be required to further elaborate on their marketing initiative and its impact by submitting a detailed case study by
Wednesday, 10th December, 2014. The format for the case study shall be provided to the shortlisted teams.
Step 3: The top four chosen teams shall be invited to make their presentation to the esteemed jury panel at the SPJIMR Marketing
Impact Awards (SMIA) 2015. The event is scheduled on Saturday, 31st January, 2015 at SPJIMR, Mumbai.

What will you be evaluated on?

1. Nature of the challenge, analysis of market and competitive conditions
2. The impact of the described initiative on the organization and industry as a whole
3. Measurability and sustainability of the marketing initiative (appropriate metrics have to be used)
4. Innovation in marketing solution and its outcome

SMIA Award
Winning team the prestigious SMIA 2015 Trophy and a cash prize of `2, 00,000/Runners-up - cash prize of `1,00,000/-. All the shortlisted entries shall be compiled into the annual SPJIMR Publication (SMIA
Case Book) titled Case Studies in Marketing Effectiveness for circulation to the academia and industry

Jury
The SMIA final round Jury will be a panel of experts from Business, Marketing Research, Consulting, Advertising and Academics.
Some of our esteemed Jury members over the years have beenProf. Nikhilesh Dholakia, University of Rhode Island, USA
Prof. Dipak C Jain, Dean INSEAD
Prof. Nirmalya Kumar, London Business School
Prof. Vithala Rao, Johnson, Cornell University, USA
Rama Bijapurkar, Market Strategy Consultant
Lulu Raghawan, MD Landor Associates India
Sashi Shankar, CMO Idea Cellular
Vinita Bali, Britannia Industries Limited
Bhaskar Das, Bennett Coleman & Co.
ParthaRakshit, ex. AC Nielsen
M. Parameswaran, ED & CEO, Draft FCB Ulka
Vivek Sunder, Procter and Gamble, India

Kal Sundaram, GSK Pharmaceuticals Limited

B. S. Nagesh, Founder, TRRAIN
Punit Misra, Unilever, Mumbai, India
Madhukar Sabnavis, Ogilvy & Mather, India
K. S. Ramesh, Cavin Care Group
Vispy Doctor, M.D., Ormax Consulting Pvt. Ltd.
Thomas Puliyel, IMRB International
Santosh Desai, ex McCann Ericsson Worldwide
Anand Halve, Chlorophyll Consultancy
Suraja Kishore, Executive Planning Director, McCann Erickson
Prof. Mithileshwar Jha, IIM (Bangalore)
Prof. Abraham Koshy, IIM (Ahmedabad)

SMIA Hall of Fame (Jan 2004 - Jan 2014)

Some of the winners at SPJIMR Marketing Impact Awards are! Apollo Health and Lifestyle Ltd.

! ICICI Prudential

! Marico Ltd

! ABN Amro

! Johnson & Johnson

! Nivea India Limited

! Bajaj Electricals

! JSW steel

! Population Services International

! GVK

! L. V. Prasad Eye Hospital

! Teach For India

! HDFC Bank

! Motorola India

! Tata Docomo

! HUL

! Maruti Suzuki

! Volkswagen

! ITC Ltd.

! Mahindra and Mahindra

! Wipro

Rules and Regulations

The problem/ opportunity in consideration can be from any business area/function, but the solution / initiative has to be in the
marketing arena. The results of the marketing initiative must be measurable. A clear analysis of the impact should be given. Other
factors (if any) influencing the final outcome should be mentioned and the contribution made by the marketing initiative should be
highlighted. In case you do not wish to reveal the absolute numbers, you can use indices and percentages to present your case.
Team Composition & Number
! There is no restriction on the number of entries from one organization
! Team size may vary from 1-3 members.
! Each team must submit only one entry for a particular initiative
! All members of the team can be from the same organization or a mix of representatives from the organization and the
advertising / research agency/or other partners involved in the marketing initiative on which the case is based
Submission Requirements
! Shortlisted teams should send a declaration on the company letterhead along with the case presentation, stating the following
The submission is the original work of the authors based on a business problem / opportunity faced by their organization. All data presented is true and
the initiative discussed has not been submitted for any of the earlier SMIA final presentation. SPJIMR can use the submitted material for academic
publication, dissemination, research and teaching.
! A covering note stating the title, organization name and details of team members (Names, Designations and Contact
Information)

Key Points
! Entries submitted for previous editions of SMIA that made it to the finals shall not be considered.
! The decision of the jury shall be final and binding.
! SPJIMR shall not be liable for any loss or damage of any nature whatsoever incurred by any participant in consequence of any

change, cancellation or postponement of the event.

! SPJIMR shall not be responsible for non-receipt of entries sent by the participating teams.
! SPJIMR holds the right to publish, disseminate or use the information provided for research and teaching purposes.

Important Dates
th

Abstract submission Saturday, 15 November, 2014

Case & Presentation submission Wednesday, 10th December, 2014
SPJIMR Marketing Impact Awards (SMIA) Saturday, 31st January, 2015

Contact Us
Dr. Ashita A. Sharma / Dr. Renuka Kamath
SPJIMR Marketing Impact Awards (SMIA)
S. P. Jain Institute of Management and Research (SPJIMR)
Munshi Nagar, Dadabhai Road, Andheri (W), Mumbai 400 058,
Ph +91- 22- 61460205/206 Email: smia@spjimr.org
For further information, please visit our website at www.spjimr.org
Follow us at http://www.facebook.com/pages/SPJIMR-Marketing-Impact-Awards/262237120480172