Repositioning Plan for KJ-SIMSR's Annual College Fest - Melange

1. Event Management
Repositioning Melange

2. Existing Structure
Melange 2015:
Feb 12,13,14

3. The Idea
Punch Line
Theme
Remains Same Over The Years
Social Cause - Changes Every Year

4. Punch Line
Imbibe.Battle.Unwind
IMBIBE
All the Knowledge
BATTLE
Against Teams From
Top MBA Colleges
UNWIND
With Amazing Cultural
Events in the Evening

5. New Theme
Social Carnival – empowering women

6. SWOT Analysis and STP
 Segmentation: Segmented the market based on the ranking and stream of the educational institutions across
India
 Target market: Top B-schools across India
 Positioning: An event where students can gain knowledge, compete with ambitious students and relax
themselves with cultural events
Strengths
• A sizable network
of institutions under
the Somaiya brand
• Women
empowerment
being a very
trending topic
Weakness
• Lack of strong
presence of the
SIMSR brand on
social media and
needs considerable
effort on the Public
Relations front
Opportunities
• To reinforce gender
equality among the
youth
• To inculcate
confidence among
the women at SIMSR
and others
Threat
• Fine line between
gender equality and
radical feminism
• Risk of alienating the
male audience

7. Touch Points
 The theme women empowerment should reflect in each committee’s
events
 Panel discussion by SIMSR Faculty on Women Empowerment
 Guest lectures by prominent Women Leaders
 Social Events on the theme like Nukkad Natak to be included in
everyday’s schedule
 All students of SIMSR will be given “Women Power” Lapel
 Money to be collected from audience on the basis of each
performance in the cultural events. The money collected will go to
NGOs supporting Women Empowerment.
 Collection Boxes all around the campus as well.
 Themed “Thank You” Certificates to be given to all participants with
their Participation Certificates

8. Objectives 5Ws
Build SIMSR
Brand pan-India
Increase visibility of
Melange
Pursuing New
Audience
Why
Increase networks
Visibility in other colleges
Brand Recall
Where
SIMSR Campus
Who
MBA students
Engineering, other
graduating students
When
27,28 Nov, 2015
What - USP
Competition and
celebration

9. Repositioning Melange
 Event Dates: Last week of November
 Schedule to be finalized and approved before the commencement of Sponsorship calls
 Use of Event theme to pitch for Sponsorships in the name of CSR
 Common Melange Page on Social Media Platform for all events.
 All external communications to be done from a single Melange Email ID
 Special Coverage of Melange on SIMSR Website
 SIMSR Website and Melange Websites should be linked with Each other

10. Marketing and Budget of Melange
 Melange Website
 Social Media – Facebook, Twitter, Instagram,
Pinterest, LinkedIn
 Email Marketing (Students of SIMSR and other
colleges, Alumni of SIMSR), Spam Whatsapp smartly
 Details of the fest on websites like knowafest.com,
twenty19.com
 Melange poster at famous college hangout places
all over Mumbai
 Campus Ambassador in other colleges – Give
certificate and Melange goodies
 Through NGOs working for Women Empowerment
Marketing the Event
Total
Budget:
15 Lakhs
Band for
Star Night
Transport
and Food
for Guest
Speakers
Stage,
Sound
System,
Lights
Awards
and
Prices
Stationary
for
Creatives
Posters,
Flex,
Standies

11. Sponsorship Plan
Prospect
Sponsors
Fast Food Joints
like Box8, Goli
Wada Pao
Bakeries like
Oasis, Balloons
and Ribbons
Garment and
Accessories
Retailers like
Spykar
Gift shops like
Archies,
Hallmark
Salons like
Enrich, Toppers
Ecommerce
Startups like
limeroad.com
 Promotion on institute add space, website,
 Print partner integration, digital partner integration, television partner integration
 Logo space on all Melange related communication and promotion
 Banners at the events, space on video wall, space on Melange radio
 CSR initiative with Enactus-Social cell of SIMSR.
Promotion of Sponsors :

12. Event Implementation
 Event will be held on Nov 27,28 2015 (Friday and Saturday)
 Social Media Personal Interactions
 Create a website for Melange
 Sell Tickets at a lower rate in advance
 Target Established Communities
 Online Women Empowerathon
 Skill Learning Youtube Videos

13. SAFETY & CROWD MANAGEMENT
 Make TOP Security bring in more guards for the days of the event & Student volunteers to handle
security with the campus guards during the events.
 No outside vehicles (personal or public) allowed inside except with a prior notification to the guard
office and use of event stickers for parking of the vehicles.
 Students from different colleges are allowed in campus only with a pass or a prior permission from
the committees and after showing proper IDs
 Proper fire proof materials to be used in the external electricity and lighting.
 Proper escape plans and fire prevention equipment to be setup with the help of the campus
management and bring in the campus security for fire prevention management and drills.
 Fire prevention check-up with the district fire department prior to the event.
 Ban the use of fire in events like plays, dance and music shows.

14. PERMISSION & VENDOR MANAGEMENT
 Verbalise as well as commit your requirements and expectations in writing to the vendors and
make contracts (or legally binding work orders) with the vendors.
 Provide specific POCs with each vendors to keep them in loop with important changes in the
event.
 Nail Down delivery times early as a minimal delay may cause a large problem.
 Proper ‘tear down’ and dismantling after the events within specific time periods.
 Permission for use of the campus grounds for the event from the Somaiya Management.
 Permission to set up extra stages and for use of loud speakers and flood lights for the event.
 Permission and notification to the emergency services.
 Permission for traffic management, including road closures, cones and signs, or to use external
grounds for parking.

15. Thank You