Case study 2012


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Case study 2012

  1. 1. DRAFT FCB ULKA COMSTRAT 2012 Burn from Coca Cola IndiaNote: All information in the case has been garnered from sources in the public domain. This casehas been developed for purely academic purposes, and is not in any way the intended or actual plan of Coca-Cola India.
  2. 2. India- Total Soft DrinksThe size of the total Indian soft drinks market in 2011 was Rs. 351,472 million in value and 11,237million litres in volume. It has been growing at a brisk CAGR of 18% between 2006 and 2011.This is attributed to the long summers and the rising disposable income levels in the country.The market is divided into 7 key segments: 1) Carbonated Soft Drinks: Comprise of cola carbonates (regular and low calorie) & non- cola carbonates (Lemonades/lime, orange carbonates, mixers and other non-cola carbonates. 2) Still Bottled Water: Naturally occurring or prepared water that contains dissolved mineral salts, elements or gases. 3) Concentrates: Fruit juices concentrated and reduced in volume/ bulk by the removal of excess water content. Used in preparation of cocktails and mocktails. 4) Fruit/Vegetable Juices: Comprise of Juices (100% fruit juice), Juice Drinks (up to 24% juice) and Nectars (25-99% juice). 5) Ready-to-drink Tea: Small segment, consisting of brands like Lipton by HUL; apart from iced-teas and green teas. 6) Ready-to-drink Coffee: Miniscule segment spurted by the boom in café culture and has brands like Georgia by Coca-Cola. 7) Sports and Energy Drinks: i. Sports drinks are non- caffeinated beverages, meant to replenish fluids and electrolytes lost during exercise. They work primarily on the muscles. ii. Energy drinks are beverages that contain large dose of caffeine, carbohydrates and other stimulants (such as guarana & ginseng), to give the drinker a rush of alertness and a feeling of energy.Market sizes of each of the segments are as below (Source: Euromonitor) Off-trade* On-trade* (Pubs & bars, hotels (Shops & Other Total Particulars & restaurants, cafés etc.) Retail Outlets) (Rs. Million) (Rs. Million) (Rs. Million) Bottled Water 65,662.00 63,111.30 128,773.30 Carbonated Soft Drinks 63,434.20 92,684.90 156,119.10 Concentrates 4,202.80 - 4,202.80 Fruit/Vegetable Juices 40,398.70 13,633.10 54,031.90 RTD Coffee Small Small Small RTD Tea 599.9 144.2 744.1 Sports and Energy Drinks 2,345.60 5,255.60 7,601.20 Total Soft Drinks 176,643.20 174,829.10 351,472.30 1
  3. 3. The key players in the market and their corresponding market shares in volume terms (off-trade) in 2011 were Parle Bisleri (28.5%), Coca-Cola India Pvt Ltd (24.6), PepsiCo India HoldingsPvt Ltd (20.4%).The consumption is divided between the 4 zones across India as below:Off-trade zone-wise sales of soft-drinks in Volume 2011 Share (%) CAGR 2006-2011East and north-east 9.7 16.4North 34.9 19.4South 23.9 19.2West 31.5 19* Off-trade sales refer to sales which occur at a retail outlet such as a shop, supermarket etc.* On-trade sales refer to sales which occur outside a market/ outlet such as at pubs, discos, clubs etc. On-trade zone-wise sales of soft-drinks in Volume 2011 Share (%) CAGR 2006-2011 East and North-East India 3.5 17 North 28.4 16 South 19.9 15 West 48.2 18 (Source: Euromonitor)Few emerging trends:1) Fruit and vegetable juices rising in popularity compared to carbonates: Growing health consciousness fueling this trend, apart from mushrooming on-the-go consumption. Variants with value propositions of vitamin-enriched, nutrient-enriched, fibre-enriched being used as differentiators.2) Local flavors to cater to consumer tastes: Multinationals tweaking product offerings to suit the Indian taste pallet. Market has witnessed new flavor launches like rose, mango thandai, masala, ginger, amla, to appeal to different consumer segments.3) Demand for healthier options, which are also tasty: Consumers in urban areas shifting from carbonates to healthier options, like juices. Consumers openness to try new flavors has enhanced and drinks with mixed flavors (lychee with apple or pineapple with sweet lime) being launched, with both health and taste positioning.4) Ready to drink formats gaining popularity: Products within concentrates slowly losing appeal to RTD products, fiercely expanding onto supermarket and hypermarket shelves. Convenience and speed of consumption driving demand for RTDs.5) Modern Retail formats driving volume sales: Facilitate showcase of new variants to enable consumers to understand options. Also offer unique experiences and touch and feel opportunity. 2
  4. 4. Coca-Cola India Pvt. Ltd.The Coca-Cola Company re-entered India through its wholly owned subsidiary Coca-Cola IndiaPrivate Limited and re-launched Coca-Cola in 1993, after the opening up of the Indian economyto foreign investments in 1991.The Company has immensely stirred the Indian carbonated drinks market, giving consumersthe pleasure of world-class drinks for fulfilling their hydration, refreshment and nutrition needs.In 2011, Coca-Cola India registered sales of Rs. 113877 million in value and 2764 million litres involume, within the total soft drinks market. (Source: Euromonitor)It holds significant volume shares (off trade) across most major segments within total soft drinksas below 1) Carbonated soft drinks (60%) 2) Fruit juices (32%) 3) Bottled water (11%) 4) Sports and energy drinks (1.3%)(Source: Euromonitor)Coca-Cola India’s brands in India are the leading brands in most beverage segments. Followingare the segment-wise key brands of the company, their sizes and market shares as of 2011l: Value Volume Segments and brands Market Market Size (Rs. Mn) Share Size (mn litres) Share (%) (%)Carbonated DrinksCola DrinksThumbs Up 10421937 5.9 294310 3.8Coca-Cola 5652576 3.2 162645 2.1Non-Cola DrinksSprite 10775223 6.1 302055 3.9Limca 5299290 3 147155 1.9Fanta 4592718 2.6 131665 1.7Non-Carbonated DrinksKinley 8832150 5 627345 8.1Maaza 9715365 5.5 209115 2.7Minute Maid 1589787 0.9 30980 0.4 3
  5. 5. Source: Euromonitor (Figures as percentage of total soft drinks)The company’s operations have grown rapidly through a model that supports bottlingoperations, both company owned as well as locally owned. It includes over 7,000 Indiandistributors and more than 1.3 million retailers.The company also participates in activities that exhibit their sensitivity towards the society.Recently, Coca-Cola India and NDTV joined hands to launch the "Support My School"Campaign, which aims to develop over 100 schools in rural and semi-urban towns benefitingover 50,000 students across the country.Energy Drinks in IndiaEnergy drinks are beverages purported to boost mental or physical energy and performance.They generally comprise of large amounts of caffeine (almost 3 times that of a cola), legalstimulants like (taurine, guarana etc.), B Vitamins and herbs. Other commonly used ingredientsare carbonated water, various forms of ginseng, ginkgo biloba (herbal blood thinner andalertness enhancer) etc. Many also contain high levels of sugar and glucose for instant release ofenergy.Various physiological and psychological effects have been attributed to energy drinks and theiringredients. The high caffeine and sugar content in energy drinks stimulate physiologicalresponses in the body and even more on the brain, making it more alert and active. Somestudies have also reported improvements in mental and cognitive performance.The Global sports and energy drinks market was 15,013 mn litres (off trade) in 2011, with aCAGR of 5%. It has over 150 brands including Red Bull, which is the strongest brand evenglobally; apart from existence of other players like Blue Ox, Mad Croc, American Bull andprivate label store brands from Tesco and ASDA etc.The Indian sports and energy drinks market was 11.9 mn litres in volume (off trade only) and Rs.2,346 mn in value (off trade) in 2011, with a CAGR of 50.1% (volume) and 55.1% (value)between 06’-11’. (Source: Euromonitor)The Indian energy drinks market was 5.9 mn litres (off trade) in volume and Rs. Rs. 1,894 mn (offtrade) in value in 2011, with a CAGR of 55.7% (volume) and 57.8 (value) between 06’-11’. RedBull GmbH is the dominant player, with a volume share of 71.3 %( off trade).According to the Euromonitor report, energy drinks in India are targeted at the higher incomeurban consumers between 18-35 years.A youth-centric population, rapid urbanization, rising disposable income and growing healthconsciousness among the youth has benefited non-carbonated segments such as energy drinksin India; reflective in the robust growth rate. 4
  6. 6. The following is the geographical spread of users of energy drinks in India, with consumptionprimarily taking place in metros: (TGI 2011) Town Class Energy Drinks Metro 45% 10 - 40 Lakhs 16% 5-10 Lakhs 8% 1-5 Lakhs 14% Less than 1 lac 17%Sales of energy drinks are currently being driven by the on-trade channel, where they are usedas mixers with other drinks.Competitive landscapeRed BullWith a presence in 162 countries, Red Bull entered India in 2001.In 2011, Red Bull’s on-trade volume in the soft drinks market was 7.0mn litres; while off-tradevolume was 7.7mn litres, with an off-trade value of Rs. 1590mn*.*Data for on-trade sales value not availableWithin the energy drinks category, Red Bull has enjoyed a great lead over its competitors in2011 by growing its off-trade brand size to Rs. 1672 million, from Rs. 1122 million in 2010(Source: Euromonitor).It claims to be targeted to people who want to have a ‘clear and focused mind, performphysically, are dynamic and performance-oriented whilst also balancing it with a fun and activelifestyle’. In short, Red Bull gives wings to people who want to be mentally and physically activeand have a zest for life.’ (Source: Red Bull India website)The predominant reason for Red Bull’s success is its first mover’s advantage, enhanced throughits catchy and humorous advertising. The product also got popularized within the 24+ yearssegment, owing to a wide difference in price compared to soft drinks. Consumers of Red Bullalso enjoy its taste and often use it as a ‘mixer’ with other drinks.The company has used television advertising as a medium to promote the brand, using comicaladvertisements and the slogan “It gives you wings”. It ran a series of quirky, humoroustelevision commercials around this slogan which strongly appealed to the youth. 5
  7. 7. Red Bull had the highest mass media spends in 2011, Rs.72 million; all through television(Source: MAP).Red Bull is currently priced at Rs. 75 for 250 ml.It comes in attractive metal beverage can packaging and has set the standard in terms ofpremium packaging for the category.Red Bull has effectively made use of Below the Line activities for brand building, some of whichare as below: a. Student Brand Managers: Reaching out to trend setters and opinion leaders by appointing student brand managers across campuses. These members were encouraged to organize parties for the youngsters, where free Red Bull cans were supplied as samples. b. Hot Spots Identification: The brand has identified hot spots where the TG hang out frequently like pubs & bars; where promotional activities are undertaken by the brand. c. Extreme Sports: Red Bull has an imagery of being energetic, engaging in thrill or some kind of challenging activity and being youthful. Hence the brand choses to sponsor or associate with extreme sports. It was the official sponsor of the Formula One Indian Gran Prix in 2011. Globally too, Red Bull has associated with sports like mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff- diving, surfing, skating, freestyle motocross etc. d. Has also associated with fashion, music, Bollywood and promotions at nightclubs and parties to attract consumer attention. e. Innovations like the Soap Box Race – A national race for amateur drivers fueled by creativity, competitive fun and speed which them to design outrageous, human-powered soapbox dream machines and compete. f. Red Bull also organizes art and dance shows, concert nights in India as well as abroad. Globally shows like Red Bull Flying Bach – an amalgam of modern and classical music have been held in countries like Germany, Turkey etc. In India it organized ‘Red bull Thre3 Style’ in Pune, a dandiya night mixed with Reggae and Brit Pop. g. Also distributes in-store samples and has set up coolers to drive off-trade sales.Red Bull also has a strong sales network spanning the trade channels like. Apart from retailoutlets like supermarkets, it is also available in gyms and cafes like Barista, Costa Coffee andCafé Coffee Day. 6
  8. 8. Cloud 9Goldwin Healthcare’s Cloud 9 was launched in 2008 and has become the second largest playerin Indian energy drinks market.The brand was valued at Rs. 56 million (off trade) in 2011.It is the only energy drink claiming to be non-caffeine and 100% natural.It is priced at Rs. 85 for 250ml. It has also launched a convenient, smaller 180ml SKU called‘Smart Cans’. It’s pricing of Rs. 40 has helped deal with the price deterrent attached within thecategory. This SKU is being promoted as ‘Big on Energy, Small in Size’The brand uses print, electronic media, OOH and celebrity associations for brand building.Cloud 9 had its variant launch done by Shilpa Shetty and has used R P Singh as its brandambassador.It ran a popular OOH and Print campaign of “Drink & drive but only with Cloud 9”.The brand also associated itself with IPL matches as the ‘Official Energy Drink Partner ofChennai Superkings’.Cloud 9 has also partnered with Bollywood movies through cross promotions with De Dana Dan,Veer, Paathshala, Jaane Kahan Se Aayi Hai, House Full, Patiala House, and Always Kabhie KabhieOther BTL activities ranging include merchandising and sampling.Total media spends for Cloud 9 in 2011 was Rs. 0.02 million, through print media (Source: MAP).Cloud 9 is available in four variants i.e premium, wild berry, pomegranate and red grapes. 7
  9. 9. Power Horse Power Horse was launched in 2003. It is targeted at ‘people who work hard every day and who push the envelope when it comes to performance’. The brand is positioned as ‘a product that has optimum taste and optimum effect. It is an energy concentrate for “powering on” rather than sipping at parties.’ Power Horse is also popularly used as a ‘mixer’ with other drinks at pubs, discosand nightclubs.At the time of launch, it was priced at Rs. 96 for 250 ml but the price has since come at par withRed Bull (i.e. Rs. 75/-).It is available in 3 variants viz. regular, sugar-free and cola.The company promotes the brand through extensive sampling. For instance, at the time oflaunch, it had company had undertaken brand building primarily through a six weeks, six citysampling campaign across the four metros, Bangalore and Hyderabad. On weekends atprominent malls in these cities, free samples of the energy drink were sampled – one just had tofill a coupon with contact details and avail of a 250 ml can that would otherwise cost Rs 75.They also prominently displayed the mnemonic of the horse at pubs/ bars, as well as retailoutlets for brand visibility.Other brandsOther brands together form a miniscule percentage of the category. These brands have hardlyengaged in any communication. Pepsi Co.’s energy drink called ‘SoBe Adrenaline Rush’ was launched in October 2008. It is targeted at the 24+ year old urban youth, who are striving to achieve their work and lifestyle goals. The brand has been positioned as ‘helping consumers perform at their peak by energizing their ‘body and mind’ and charging up their ‘energyand alertness levels’’.It is available at Rs. 75/- per 245 ml.Their marketing activities include strong point of sale promotion and sampling. JMJ Group’s SJ XXX Energy Drink was launched in India in 2009, with Shah Rukh Khan as the brand ambassador. 8
  10. 10. It is positioned as ‘Xperience Xtreme Xcitement’.XXX energy drink claims to provide instantaneous energy and long-term health benefits.It is priced at Rs. 75/- per 250 ml can.It is available in 3 variants viz. Rejuve (rejuvenates mind and body), Nicofix (reduces the urge tonicotine) and Minus (burns excess fat).Total media spends for XXX in 2011 was Rs. 8.3 million, through print media (Source: MAP).Cult is another energy drink brand launched in May 2004 by Triumph Distillers andVintners.It is positioned as “get 25 hours a day” and is priced at Rs. 95 for 250 ml.Coca Cola’s “Coke Burn”‘Burn’ was launched in India in December 2009. It is Coca Cola’s most successful energy drinkbrand globally and sold in over 80 countries.Burn’s off-trade value share in 2011 was 2.6%, (Source: Euromonitor).It is a premium energy drink targeted at a very niche set of consumers – the trendsetting,socially active and adventurous young adults, who require energy to experience life to thefullest.Burn is positioned as a potent combination of energizing ingredients that is designed toinvigorate your senses and to give you the power to keep it going.Burn is available in select premium outlets in three major cities Mumbai, Delhi and Bangalore.It is priced at Rs. 75/- for a 300 ml can.It is available in flavors like apple blackcurrant, apple kiwi and pineapple.In terms of packaging, Burn has a can that is slimmer that rest of the energy drink cans likeCloud 9, Power Horse and Sobe.Burn till date, has adopted innovative marketing activities to reach out to its target audience,both at the time of launch as well as on an ongoing basis.It conducted following activities at the time of launch: a. Sampling at high end parties, pubs, resto-bars and clubs 9
  11. 11. b. Creation of innovative merchandise with the Burn logo – an iconography of the flame c. On-premise activation.Other promotional activities undertaken by Burn over time include: d. Burn Curate – Fashion designing students from famous fashion designing colleges in Delhi and Mumbai invited to create a haute couture costume inspired by Burn’s slim can. Winning colleges were awarded a cash prize and their designs were showcased at the Wills India Lifestyle Fashion Week and the Lakme India Fashion Week. e. Burn Vehicle – Famous car designer Dilip Chabbria designed a vehicle that highlighted the brand attributes of energy and masculinity, associated with Burn. f. Burn DJ Sasha Tour – A Burn Mix CD containing nine compilations by music enthusiasts was unveiled in the three cities where the brand is present.The company plans to roll out web-based marketing initiatives to provide an effective andinnovative means of reaching out to its consumers.Total media spends for Burn in 2011 was Rs. 0.6 million, through television (Source: MAP).The ConsumerEnergy drinks are typically attractive to young audiences. In India, they are targeted at thehigher SEC, urban youth and young adults, between 18 to 35 years. (Source: Euromonitor). 54%of energy drinks consumers in India are male, while 46% are females. (Source: TGI 2011).Energy drinks are popularized as essential for parties and useful to sustain an active lifestyle.Popularity of late-night parties and increasing incidence of long or erratic working hours isdriving consumers towards energy drinks.Today’s youth is more image conscious than their older counterparts and are willing to paymore for their beverages. They are seen to increasingly prefer energy drinks to carbonates.Globally, consumption of energy drinks is common as stimulants for being active or keepingawake for longer, apart from being consumed by the party-going segmentHowever in India, consumption of does not occur for the functional aspect (like relief fromtiredness). They are consumed for their ‘aspirational value’ and the ‘mystique’ that was createdaround the category by brands like Red Bull. Consumption of energy drinks has become astatement of style among India’s youth.Rising influence of the western culture in India, drawing more and more youth to pubs, discosand nightclubs is driving the adoption of energy drinks. The youngsters who want to mix well into this culture and yet are not too keen on alcoholic drinks are drawn towards consumingenergy drinks.Energy drinks are also sometimes seen as a close alternative to alcohol beverages due to thebenefit of being a non-alcoholic drink plus the perceived notion that they provide an ‘instantkick’. They are also, at times, used as substitutes to alcoholic drinks in the preparations ofmocktails and other such drinks. 10
  12. 12. While the trials, the visible and the talked about consumption happens in clubs and pubs; TGI2011 reflects that 56% consumption happens in homes, due to usage of brands like Red Bull bystudents during exams to stay alert and awake for long hours.PricingEnergy drinks follow a premium pricing strategy. The prices range between Rs. 75/- to Rs. 95/-for 250 ml. Sr. No. Brand SKU (ml) Price (Rs.) 1 Coke Burn 300 75 2 Red Bull 250, 355 75, 120 3 Cloud 9 180, 250 40, 85 4 Power Horse 250 75Premium pricing is incidentally also one of the entry barriers for the category.DistributionEnergy drinks are currently available in 54% hypermarkets and 42% supermarkets and only4% in small grocery retailers and 3% in independent small grocers.Media spendsFollowing are the mass media spends of key players as of 2011 (Source: MAP) Company Brand TV Spends (000 Rs.) Print Spends (000 Rs.) Red Bull Red Bull 72385 Nil Goldwin Healthcare Cloud 9 Nil 25 Pvt Ltd Coca Cola India Ltd Burn 663 Nil Gt&t Pvt Ltd Xxx Nil 8366Sports events such as the IPL, Cricket World Cup and Commonwealth Games have led to anincrease in energy drinks sales, due to high TV viewership during these events.Challenges for Energy Drinks Category 1) Consumer resistance to purchase energy drinks due to high price – seen as expensive. Rising input costs are forcing operators to offset their loss of margins by shifting the burden onto consumers through maximum retail prices. 2) Some degree of negative perception existing towards energy drinks amongst consumers. They are looked at with suspicion as they are sold at ‘party places’ like pubs and clubs and hence tend to be closely associated with alcoholic drinks 11
  13. 13. 3) Increasing competition due to entry of new players slated in the future, like Hectar Beverages who have launched the brand Tzinga in 2011. 4) High caffeine content in energy drinks is bringing them under the scrutiny of regulatory bodies like Food Safety and Standards Authority of India. Providing a reliable product too will be an added responsibility for manufacturers in future.Challenges for Coke Burn 1. Increasing brand awareness, due to current low awareness levels. (Source: Draft FCB Dipstick with 40 consumers, aged 18-24 in Mumbai). 2. Creating a distinct brand imagery to differentiate itself vs. other brands. 3. Creating consumer pull, to command space both on trade and off trade; so as to support higher and better distribution. 4. Tackling competition in both on-trade and off-trade from in-house drinks and strong incumbent leaders like Red Bull, respectively. 5. Getting the brand in the consideration set of consumers and inducing more trials. 6. The strength of Coca-Cola system is in reaching a large number of outlets with products in popular pricing range. This can however be a liability in segments like energy drinks, where width of distribution has a limited relevance. In such categories, a small number of retail outlets can contribute to the bulk of the business volumes.The Communication ChallengeTo come up with strategic initiatives that are innovative, impactful ideas that will facilitate brandbuilding and improve Burn’s current market position as well as future prospects.The Communication TaskDesigning an effective marketing program with optimal budgets, to target 10%+ market sharewithin one year ( Burn is currently present in a very small set of outlets in 3 key metros)Key DeliverablesThe task is to provide a communication strategy that details the way forward for Coke Burn,which would help build the brand in the most effective manner. The strategy document mustprovide solutions to the following key areas;1. Identify key challenges for the brand and its communication.2. Identify key characteristics of the target consumer.3. Identify the key consumer insights in the target group and architect the offerings along theneeds of the consumer.4. Identify the right positioning and messaging platform for targeting the consumer. 12
  14. 14. 5. Identify the right communication message for the brand.6. Brand Growth Strategy aimed at 10% + market share through build-up of relevant brandequity parameters.Rules & RegulationsParticipation Rules:1. Participating teams should comprise of only three members2. Only one entry per institute will be consideredTwo stages of this event:Stage I: Submission of the written case solution.Stage II: Power point presentation of the shortlisted cases.Stage I: Process and rules for submission of the written case:1. DraftFCB+Ulka Comstrat is a contest for Communication Strategy; hence students arerequested to focus on the same.2. Creative renditions are not necessary and will not be judged.3. A detailed Media plan is also not required and will not be judged.4. A synopsis of the case solution should be submitted as a word document in a minimum fontsize of 11 points and single line spacing. The document should not exceed 15 pages.5. A written case solution on the case should be submitted either through email or by post to DraftFCB+Ulka Advertising, 4th floor, Nirmal, NarimanPoint, Mumbai 400021.6. The last date for receipt of the submission is 6 pm on 5th November 20127. A shortlist of six teams shall be arrived at by evaluating the case solutions received8. The shortlist shall be declared on 20th November 2012 and posted on the and communicated to K. J. Somaiya Institute of ManagementStudies and Research9. The six shortlisted teams will be invited to make a power point presentation to a panel ofjudges on 22nd December 2012 in MumbaiPlease remember:1. Synopsis to be submitted as word document only2. Font size should be minimum 113. The document should not exceed 15 pages4. The document should have single line spacing5. Synopsis should be submitted on or before 6 pm on 5th November 2012 13
  15. 15. Stage II: Final power point presentation of the case:1. Shortlisted teams are requested to reach the venue on 22nd December 2012 at 12 noonsharp for the set-up and dry run.2. Please get your power point presentations on a CD/Pen drive, rest of the equipment shall beprovided at the venue.3. The time limit for each presentation is 20 minutes and the students are requested to strictlyadhere to the time-limit. A warning bell will ring after 15 minutes.4. At the end of 20 minutes the team will be asked to stop the presentation.5. Students are requested not to indicate their institute’s name on the slides or anytime duringthe presentation.6. Stay and travel arrangements have to be made by the participants themselves.7. Comstrat is a contest for Communication Strategy; hence students are requested to focus onthe same.8. In the case presentation, creative renditions are not necessary and will not be judged.9. Media plan for the same is also not required and will not be judged.10. The solution must have only one approach and not multiple options.Key Dates to remember:Last date for written submission 6 pm on 5th November 2012Shortlist of 6 teams for power point presentation 6 pm on 20th November 2012Final Presentation 12 noon on 22nd December 2012 14