About Utsaha
In an attempt to decipher the consumer’s mind
and bridge the gap between a marketer’s plan
and the consumer’s behaviour, the student com-
munity of IIM Indore organizes Utsaha, the
marketing research event. UTSAHA focuses on
understanding the dynamics of consumer
buying behaviour in different markets.
Withholding IIM Indore’s belief of benefiting the
society in every action taken, every edition of
the fest has seen some effort being put into social
change be it conducting career sessions for
students or setting up a library at a government
school.
Take a note of the following details, to be a part of
Utsaha 2019
31st Aug : Workshop
09th-10th Nov : Urban Utsaha
11th-12th Nov : Rural Utsaha
GAMIFICATION
Data collection using unique games
makes the entire process of survey
more engaging and fun filled. The
process further eliminates bias by
securing responses in a natural
setting
MARKETING SYNDICATED
WORKSHOP REPORTS
Experts from the marketing arena Unlike the client-custom projects
are invited to train, advise and inter- taken up by the team, these reports
act with the students from colleges provide an industry wide data
across Indore in a myriad of topics overview in the form of reports,
related to marketing and market presentations or raw data
research
DISGUISED
MARKET
RESEARCH
We work towards providing organisations
with valuable insights to cater to their
marketing research problems through
unbiased methods of data collec-
tion. Covering both urban and
rural masses we promise
distinguished
reports
 Our Story
2013 2015 2017

Started in 2009 to study

rural customers and
realise the immense
wealth and potential
that lay in rural markets

2018
2011

2009
We host eminent Industry
leaders from the arena of
Marketing and market
research to provide students
with greater exposure in the

2012 2014 2016 field.

Years
We have successfully completed 50+ projects and generated insights for
industries such as FMCG, Beauty & Healthcare,  Insurance, Telecom, Agriculture etc.
Project Excecution Stages

Research Concept Integrated

Execution Analysis
Objective Design Report

Collect Primary and Share research method- Primary research con- Analysis of collected data Complete research
Secondary research ology and questionnaire ducted in janapav kutti using relevant market report with details of
objectives of the compa- with the company; for 2 days research tools and tech- methodology, findings,
ny; freeze objectives and design games and niques raw data, statistical
deliverables. events. analysis and insights

“Your customers are your greatest source of learning.”

– Bill Gates, Founder, Microsoft
Our Timeline

Urban Utsaha

Questionnaire & On Field Analysis &

Game Design Survey Consolidation

Team Selection

Rural Utsaha

Questionnaire & On Field Analysis &

Game Design Survey Consolidation
Workshop
Market research is a domain which requires a team with
sharpened skills. From conceptualising and planning a proj-
ect all the way to deriving insights, exposure to
different aspects of research and mentorship go a long way in
training a budding Researcher.
Our Workshop sees industry stalwarts from the fields of
brand management and marketing research come down to
IIM Indore to help the team and outside participants under-
stand the importance of research.
They give an insight to how their respective organizations
have undertaken and used the benefits of research to win in
the industry.

Past Speakers

Shubhendu Mohan Ashish

Pattnaik Krishnan Desai
Ex-Group VP, CEO, Jumo world.
KantarIMRB Ex- Sr VP and business head,
Aditya Birla payments Bank
Urban Utsaha
Clients Objective
Understanding effect of
digital marketing on
consumers in beauty &
wellness segment and
analysing how VLCC can
leverage on the same.
Understand the consumer
psyche to identify areas of
resonance with consum-
ers to inform communica-
tion and advertising
Solution
Conduced secondary research to
understand the changes in the
beauty and wellness segment in
recent times and advent of tech-
nology in the sector.
Designed a questionnaire and
conceptualised different games to
assess the influence of technology
on buyer’s decision making
process and collected 300
responses.
Performed secondary research to
identify factors that improve
communication and advertising.
Through gamification, data from
more than 200 respondents was
collected to understand consumer
psyche.
Recommedation
Established that advertising and word of mouth were the
biggest influencers in the tier 2 city’s beauty and wellness
market. Most of the respondents had a positive response to
the trend of influencers dictating consumer buying.
Instagram and YouTube were found to be the most influ-
encing social media channel. The team also suggested
measures to leverage this trend and capture greater
market share
Identified key attributes that should be present in a commu-
nication module to appeal the target market.
Developed a brand personality module for Raymonds which
will help it to position itself in the market.
Rural Utsaha

Clients Objective Solution Recommedation

To assess the awareness
and effectiveness of
various social and financial
inclusion schemes of the
government.
Did secondary research to study
social and financial inclusion
schemes in MP and shortlisted 12
major schemes to conduct this
research.
Identified three areas of improvement to increase effective-
ness of the schemes, namely awareness, transparent
system for seamless transfer of information, and grievance
redressal mechanism and suggested ways to address the
prevalent problems.

Designed a questionnaire and

conceptualised different games
around it and collected 300
responses.

To understand the basis
and drivers of credit and
insurance market in the
rural areas.
Performed secondary research to
identify various sources of credit
available in rural areas as well as
major needs for loan and designed
a questionnaire around it.
Established that people tend to choose the sources of credit
which are easily accessible.
Identified the problems faced by people to reach formal
sources of finance and suggested ways to tap the market.

Through gamification, data from

more than 250 respondents was
collected.
Demographics

Urban Rural

Total Visitors 2,00,000+ 50,000+

Total respondents 1000+ 1000+

Urban
Population : 19,94,397 Literacy : 85.87
Male : 10,20,057 Male : 89.9
Female : 9,44,029 Female : 81.48
Sex Ratio : 925

Rural
Population : 3102 Literacy : 50
Male : 1572 Male : 58
Female : 1530 Female : 42
Sex Ratio : 952
Skills & Expertise
The projects team members are trained with the
knowledge of following subjects

Advanced Marketing Research with SPSS

Advanced Selling Skills and Sales Management

Brand Management

Business to Business Marketing

Consumer Behaviour

Qualitative Marketing Research

Retail Management Strategy

Rural Marketing

Sales and Distribution Management

FMCG Marketing

Key Account Management

The tools employed for the purpose of analysis are

SPSS, R, Stata etc.

The projects are conducted under the mentorship

of renowned professors of IIM Indore and stalwarts
from the Industry
Utsaha in Media
Our Team
Coordinator Speak

We look forward to delivering the best

results to ensure success of Utsaha’19.
This year, our mission is to strengthen
relationships with all our stakeholders.
Abhishek
Gome Vertical
Coordinators
"Talent wins games, but
teamwork and intelligence win
championships."
Utsaha has had phenomenal history of
--Michael Jordan
generating powerful consumer insights.
This year we plan to introduce digitized
market research to uphold our standards
Vaishnavi of professional research
Tambat
 Contact Us
Overall Coordinators

Abhishek Gome Vaishnavi Tambat

+91-8871245391 +91-8975148931

p18abhishekg@iimidr.ac.in p18vaishnavit@iimidr.ac.in

Events & Sponsorship Coordinators

Avani Anchalia Urvashi Saboo

+91-7568855855 +91-7879882502

p18avania@iimidr.ac.in p18urvashis@iimidr.ac.in

Project Team Heads

Gandharv Dhruv Harshita Baid

+91-9650022633 +91-9830134856

i15gandharvd@iimidr.ac.in p18harshitab@iimidr.ac.in

Vandit S Yugank Singhal

+91-9664163276 +91-9522556564

i15vandits@iimidr.ac.in i15yuganks@iimidr.ac.in