Post Event writeup for SMIA 2010

SPJIMR Marketing Impact Awards (SMIA) is a truly unique event which rewards marketing initiatives based on their impact. Each year, this event felicitates those corporate houses that have solved a business problem or exploited a market opportunity with marketing initiatives that are significantly more impactful than those of their competitors.

With 22 entries from reputed brands like LOREAL, Intel, Microsoft, Dabur and the likes; SMIA 2010 got off to a flying start. 13 entries were short listed for the next round, which called for a detailed case study on the marketing initiative. Based on deliberations by marketing faculty, 4 teams were selected for the final round - Mahindra & Mahindra, HDFC Bank, ICICI Prudential Life Insurance & R.K. Swamy BBDO for their Raymond Strategy. The SMIA jury includes eminent professionals from the areas of Marketing Research, Consultancy, Advertising, Corporate and Academia. Prof. Vithala Rao, Deane W. Malott Professor of Management, Cornell University Johnson School and Mr. K. S. Ramesh, ex. MD Cavin Care, among others constituted our esteemed Jury this year

Professor Renuka Kamat delivered the welcome address, inaugurating SMEC 2010. After introducing and felicitating our eminent jury members, it was time for the first presentation. ICICI Prudential Life Insurance spoke about how they managed to grow their customer base even during times of economic recession and financial panic. R K Swamy BBDO spoke about how their consistent advertising campaign over the last 8 years on behalf of Raymond, had helped Raymond become a market leader. HDFC Bank spoke about how they used technology and various innovative metrics to estimate the potential value of each customer. After a brief tea break, Mahindra and Mahindra spoke about how they have been able position their 3 vehicles in the MPV sector, to minimise cannibalisation of sales.

Next, Dr. Vithala Rao, delivered the key note address, on Enhancing Marketing Effectiveness. He spoke about both the importance of, and the means for measuring your marketing expenditure's effectiveness. This was followed by a short quiz and a brief presentation by one of our alumni for the benefit of the audience. Mr. K Ramesh, then led an insightful panel discussion on Making Marketing Accountable. Over hundred professionals from various companies attended the by invite only event and made their presence felt in a high quality Q&A for the panellists.

The jury was left in a fix to pick the final winner as all 4 finalists demonstrated marketing metrics and high quality marketing initiatives. Mahindra & Mahindra were thrilled to be pronounced overall winners of SMIA 2010. HDFC bank came in at commendable runners up place. Professor Kamat, ended the event on a great note with her Vote of Thanks. All in all, it was a great event that added value to students, faculty and the 110 odd corporates who took the time out to attend the event.