Secret behind the making of Brand War

Secret behind the making of Brand War

Brand war competition was organised by Maestro committee under the guidance of Professor Sandhya Rao. It was organised from 16^th March, 2017 to 20^th March 2017. Each section had to do something innovative with the product that has been allotted to them and the product allotted was watermelon juice.

Each section was assisted by 2 mentors and 2 celebrities. The brand ambassador for our section was Carol and Karthik from 2^nd MBA and our mentors were Nabeel Sheikh and Sneha R from 2^nd MBA. Each section was evaluated based on their performance in 12 tasks. The tasks under evaluation was brand elements, digital marketing, audience poll, store promotion, guerrilla marketing and ground visibility, celebrity chat show, product launch and sampling effectiveness, posters or banners, PR round, radio jingle, TVC, and in store sales.

The first task was brand launch. Here the brand ambassador or celebrities had to launch the brand names in front of the entire students in the quadrangle. The grand launch of brand was done with the help of the traditional drums and cymbals. The celebrities also had to promote our brand “Pepolash” by doing a dance performance in front of the whole crowd. After their performance, the balloons were thrown down from the second floor and a small spot game was also organised. The brand ambassadors also had to shoot for advertisement for the product. They had also performed in the GIF video, as it could be circulated for online promotion. On the whole they had to represent section A for the promotion of the product.

The second task was the sample juice was presented in front of the customers (students) and they were given the opportunity of tasting the juice from various sections. Each section was assigned with certain slot for test marketing their sample product. Each section had come up with 3 flavours of watermelon juice along with a unique name. Our class had come up with 3 flavours of juice. The 3 flavours were Arbooz, Spice Splash and Melon Frizz. The prices were Rs. 15 and Rs.18 each. Arbooz had the flavour of soda, spice splash had the flavour of cardamom and lemon fresh had the flavour of lemon essence.

Our brand was also promoted by using banners. These banners were displayed around the corridors of our college. Apart from physical promotion, we also had to do online promotion of our brand. Online promotions were done with the help of social networking sites like, whatsapp, facebook, instagram, twitter, blog and so on. There was a separate department who was assigned the task of doing online promotion. Other than these, even the entire class had tried their level best to promote their brand.

Hence, the rounds were continued for few days and a continuous evaluation was also done by the judges. One day before the finals of Brand war competition each section was assigned with certain slots where they had to decorate that slot and build up a stall for selling the product. To create awareness about the product, the students had to promote the product by using online means with the help of social networking sites.

On the final day of brand war each section had to put up their stalls and distribute their product. The stalls were decorated in a creative way with the help of handmade crafts. There was a grand entrance with 2 pillars made up of thermocol. Our stall was located next to the pillar. Our stall was also accompanied by 2 watermelon mascots. Next to the stall there was a instagram stand, where the audience could have fun clicking pictures using the party props. In the second floor there was accompanied by a selfie pod, where each student could stand near the pod, place their head above the pod and then click a picture.

 After that, all the students had to assemble in the auditorium. In the auditorium there was a PR round and the 5 core committees were questioned by 3 of our seniors, Royston, Joana and Anand. Later the 5 core committees from each section had to present a PPT in front of the audience. The 5 core committee’s from our class was Adarsh, Gary, Akshaya, Adithya and Anjali. Here, they also had to launch their brand jingle. Our brands jingle was sung by Abhilash. The above 2 performance was evaluated by 2 of our super seniors.

At last, the results were announced. Each section was evaluated out of 3000 scores. The final results were as follows – section B has stood in the first place and has secured 2327 scores, followed by section A with 2088 scores and section C by 1983.5 scores. After putting our full efforts we had some hope that our class could win in this competition. But, we couldn’t reach up to the first mark. But this did not stop us from performing in a better way. Because, at the end it is only 1 class that wins. Even though we dint win, we had a lot of learning from this competition.

After the brand war, as a token of love and gratitude, our class had given a small surprise for our mentors and celebrity by having a cake cutting celebration. We had also given them a card and memento as a form of thanks giving.