The Marketing Association at XLRI (MAXI) is organizing the 36th edition of Maxi Fair, the annual disguised Market and Consumer Behavior Research Fair on 17th-18th January, 2015.
Marketing Fair, or MAXI Fair as it is more popularly known, is an innovative tool for conducting market research and consumer behaviour pioneered by XLRI. The fair is organized, supervised and conducted by MAXI – the Marketing Association of XLRI. Active participation from the residents of Jamshedpur, who lovingly refer to the fair as Jamshedpur Mela makes the initiative not only the biggest event in the XLRI calendar but the biggest marketing event in the country organized by a student body.
Born of the vision of one of XLRI’s most eminent professors Dr. Sharad Sarin in 1979, the novel concept of the Marketing Fair is today an accredited marketing research tool. The MAXI Fair format integrates elements of disguised marketing research and assortments of popular entertainment to keep the crowd engaged. The XLRI ground hosts the research stalls disguised as gaming stalls and popular attractions to simulate an actual fair. The fair and the promotional aimed at relevant target group draws people from Jamshedpur and the adjoining areas who participate in the disguised research. Games and events are designed to surrogate actual research questions. This helps to elicit unbiased and accurate information about consumer perceptions and preferences. It gives students a hands on opportunity to learn market research fundamentals and come up with marketing insights on live problems handed over by partner brands and corporates.
The concept has received great acclaim both in India and abroad. Over the years, stalwarts such as Philip Kotler of the Kellogg School of Management, Theodore Levitt of the Harvard Business School and Dr. Philip Adler of the DuPree College of Management, among others, have all personally commended the unique concept. The University of Rhode Island has conducted this fair with very successful results. Several Indian Business schools such as IIM Ahmedabad, IIM Lucknow and MDI have adopted the idea and conduct variants of the original marketing fair idea. The greatest testament to the power of this Market Research tool lies in the fact that companies have based their strategic business decisions on the research results which have emanated from Maxi fair.
Over the years MAXI has provided research insights to companies like: Aditya Birla Group, Airtel, ANZ Group, Arvind Mills, Bata, Berger Paints, Cadbury, Citibank, Coca Cola, Colgate Palmolive, Dabur, GSK, Hindustan Unilever, HSBC, ICI, ITC, Marico, Nestle, O&M, P&G, Pepsi, Phillips, Reckitt Benckiser, SBI, ShawWallace, Star India, Tata Indicom, Tata Tea, Titan, UNICEF and Voltas. The fair will be held on 17th and 18th January 2015 at the XLRI campus ground. The footfall this year is expected to exceed last year’s mark of six thousand, thus making Maxi Fair one of the biggest marketing events in the B-school circuits.
About XLRI: XLRI is the country’s premier management institute and has been consistently ranked among the top B-schools, alongside the IIMs. The college is one of the most prefered destinations for those wishing to learn the ropes of management. About MAXI: The Marketing Association at XLRI was established in 1971 under The Societies Act of India. It is a student committee that annually organizes an annual digital marketing event (Legalize), a number of marketing talks, interactive sessions and events and MAXI Fair. It also has a place in the Limca Book of Records for its outstanding online presence.