TAPMI Manipal presents BRANDSCAN 2016

17-11-2016
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T.A Pai Management Institute, Manipal presents BRANDSCAN 2016 at KMC Greens, Manipal on 13th Nov

The Event

TAPMI’s Brandscan is a unique annual Market Research fair conducted by the students of TAPMI, under the guidance of expert faculty and with the active support of industry professionals. For 23 years, BrandScan has been TAPMI’s platform to establish live and active industry-institute working relations. It provides the professional platform to research on live projects from companies, by collecting data from customers, analyzing, interpreting, and thus providing insights to companies based on the data. The uniqueness of BrandScan lies in its methodology - by eliciting unbiased and natural responses of customers, through innovative and vibrant data collection methods.

Over the years, BrandScan has conducted market research using disguised games, for companies in various industries such as Consumer Durables, FMCG, Banking and Financial Services, Advertising & Media, Hospitality Services, Hospital Services, Lifestyle etc. Some of the reputed clients include Hindustan Unilever, Apple, Titan, Citibank, Airtel, Reebok, Samsung, Cadbury’s, Nestle, ICICI, Amul, FlipKart, Fastrack, P&G, Lakme, TVS Motors, MRF, India Today and Zee TV. BrandScan organizes this type of research in three formats - Rural, Semi-Urban and Urban settings. Each year, around 20 projects from such companies are taken up for study, and research in the three formats are conducted at Kundapura, Manipal and Bangalore respectively, during the months of October-November. In all the formats, the event takes place in the form of a fair with games, fun and frolic for the visitors. It is organized as a fun fair extravaganza by conducting competitions for children, and with events like music bands, dance performances and fashion shows. Long before the main events, promotional activities are carried out on large scale in the form of marathon, road shows, promotional posters put up across the city and on social media to attract crowd.

What is new about BrandScan 2016?

As promised, BrandScan is only getting bigger and better every year. This year, we are glad to welcome Neilsen (India) Pvt. Ltd. on board as our official Market Research Advisor. Also, BrandScan is happy to announce its association with Eros International as its title sponsor, thus, leveling up the quality of the list of its associate brands.

 

The Method

The methodology employed in this fair format is innovative and rigorous. The cornerstone of this format is to mobilize the crowd from catchment areas, to participate in this fair. The visitors and potential customers of various products, engage and participate in games and events. Their responses, preferences and behavior towards various situations and products are obtained through disguised games. This data is further analyzed using qualitative and quantitative techniques and recommendations based on this analysis are suggested to the companies.

A dedicated project team comprising the students of TAPMI is assigned for each research project. These teams work in tandem with the client requirements, guided by the TAPMI faculty. Each company hands over its requirements for the products to be researched on. Based on these requirements data analysis methods such as Focus Group Discussions, Interviews and Games are conducted. This is a great opportunity for students to work on a live project as a team, having a good chance to learn from high standards of carrying out the process and helping in delivering desired results. BrandScan partners with a leading data analytics and market research firm from Bangalore to ensure the quality of data analysis and the quality of research report output.

The Result

The important contributions of BrandScan through the research report output are the insights to aid companies understand the customers’ choices of their product, thus helping them to implement the suggestions wisely while contributing to their growth.

To quote an example, coming up with a ₹2 packet of Nestle Polo was a suggestion of the market research done by BrandScan, which was successfully implemented and is continuing to be a part of the Nestle Polo.

With Neilsen on board, the quality of market research is sure to gain a new dimension, in the end, elevating BrandScan to a new high.

 

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