ADVENTURE

Advertising is the fine art of making you think you have longed for something all your life that you never heard of before Venue- NITK Surathkal Proposed DatesDuring ENGINEER 2010. ( Between 22nd October 25th October 2010) Basic format: Each team of 2-4 members are required to submit a detailed analysis of their strategy depending on the problem statement (Problem statement can be one from the sponsor or the business team can prepare depending on the judging panel / sponsors). This should include the timelines, descriptions and costs involved and will constitute the first round of the event. On clearing this round, the qualified teams will have to make a detailed presentation in front of our judges with a hard copy of all their possible advertising essentials. Event Description: Ad-venture calls upon you to design an effective ad campaign. This national level event is a unique platform to showcase ones innovation and creativity, and also provides an opportunity to learn the technicalities and skills required in the advertising coliseum. Every year, we receive entries from more than 25 teams from colleges all over the country like BITS Pilani,VIT , IIT-Bombay, SDM Dharwad, MIT Manipal, NIT Trichy, etc. Prize money: First Prize Second Prize Third Prize Sponsorship amount Rs. 50,000 For further details check out www.engineer.org.in Sponsorship details on the Engineer brochure

Problem statement

The client Client is an early stage technology start-up established in April, 2007 by four experienced professionals. The client is operating from Mangalore with its sales office located in Bangalore. The client specializes in web technologies and has till date designed, developed and implemented several projects including an ERP package for educational institutions and an online LMS (Learning management system) among others. But all of these were B2B solutions and none of them were accessible to the general public. The following are some details for financial year 2008-09: No of employee at the beginning of financial year: 15 No. employees now: 34 INCOME(INR) (In lacs) Sales 170 Service 15 Consultancy 10 TOTAL 195 EXPENSES OPEX 105 CAPEX 30 TOTAL 135 NET 60 The auditor has estimated the market worth of the company to be close to 10 cr. The client has not worked much on branding aspects. Most of the employees are techies except for few HR executives and a team of three business executives which is essentially involved in giving project proposals and presentations to clients. The client has been working on a new product for the past 4 months and now has a fully functional version of the software. The Product The client has come up with a product based on SaaS (Software as a service) framework. Though the product is fully functional , the presentation layer, Logos and the front-end have not been much worked upon. The product is an online web application for facilitating placement procedures of colleges/Educational institutions. It brings together the recruiters and the students on the same platform facilitating the recruitment procedure. Revenue model From subscribing institute- There will be subscription packs available of various durations (for e.g. 1yr, 2yr, 5yrs, lifetime) each with fixed number of free login ids for e.g.

200 ids with 1 year pack, 500 ids with 2yr pack, 3000 ids with 5yr pack etc. After allotted ids are over new id packs can be obtained after paying a certain amount. From companies- companies have to pay a certain amount as basic fee for them to be listed on the site. After that, they can subscribe for services like rsum search, online interviews, online exam etc. From Online Advertisements: a fair amount of revenues can be generated from online advertisements.
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Google Adsense o Doubleclick.net are two such ad-content providers. Ads related to

Educational accessories o Computers and computer peripherals o Mobile phones and other electronic gadgets o Higher Education/ Certifications / Ability measurements tests / Educational Institutes o Air travel o Educational sites etc. can be displayed on the site. But this revenue stream directly depends upon number of website hits/day.
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Functionalities Educational institutes: Create institutes profile, Create ids for bona-fide students, rsum templates, search for companies, send invites to companies, Create placement calendar, organize web conferences, webinars etc, MIS reports, placement graphs, notice boards, file uploads, etc. Companies: Create company profile, create job profiles, view institutes profile, search institute by course, view resumes, shared whiteboards, online presentations, video conferencing , online interview, online test etc. Bona-fide students Rsum creation, placement calendar, Notice boards, company registration, downloads, create profile, online tests, online

interviews, placement Report, Download center, previous year placement papers, create blogs, higher education guides. Guest Users Read blogs, Forums, Partial access to previous placement papers. NOTE: if you think any extra feature which adds value to the product can be incorporated, feel free to have a discussion with us. The Deliverables The client is looking for a good marketing strategy, Advertisement campaign for its new product an online placement portal. The client has certain budgetary constraints as it is an early stage startup. Client is ready to experiment and is open for non-conventional ways of advertising. The client has yet not finalized the products name, logo and theme and they need your help with the same. The client has tentatively identified three kinds of prospective customers. Companies Educational Institutions Guest users Client wants to have a report on whether three different marketing strategies need to be adopted for these three or a single campaign will suffice. What are the different marketing materials required, such as brochures, CDs etc. And how much will each cost. You also need to provide them with exact plan of action along with correct specifications. For example, if a newspaper ad campaign is involved then A multicolored, quarter page ad in Times of India, Ascent supplement on 3rd page in first week of September. This ad will have Mr. XYZ posing for us. This will cost Rs. 1000000. The client does not have much brand value associated with its name. In one of the clients internal meetings an idea was coined to try to create a brand image for the company by piggy backing product publicity campaign by using new company logos, tagline etc. However, nothing has been finalized yet as no consensus was reached. Some people said that being essentially a B2B solutions company, branding is not that important and incorporating it in the new product campaign may have adverse effect on sales. But, other people rejected this saying that if they want to move into product domain then they have to create a brand image for themselves. So, the client wants you to do an impact analysis of doing the same.

Event Format

Stage 1: Off-campus Product Logo- In either of JPG, JPEG, PNG , GIF, BMP format Name, USP, Tagline o A DOC file mentioning these o An image file In either of JPG, JPEG, PNG , GIF, BMP format with fonts, size, Colors, Alignment and arrangement. Main page design of the online website for the product In either of JPG, JPEG, PNG, GIF, BMP, HTML, SWF format. A plan of action as described above along with exact timelines, description, and costs involved. Impact analysis study as described above. Stage 2: The Showdown Hard copies of all the marketing material listed in plan of action report(2 copies) A sales presentation either for Educational Institution or a Company or both
Rules and Regulations

Team size is limited to a maximum of 4 members and a minimum of 2. All the deliverables of stage 1 should be zipped and named in format <college_name-team_nameone_contact_number>.zip Size of zip file should not exceed 4 MB. Last date for submission in of stage 1 (off campus) is 15th October. Submissions should be mailed to ad-venture@engineer.org.in Stage 2 of the event will be held during ENGINEER- golden jubilee edition, 29th oct to 1st Nov. Exact dates will be notified soon. Creativity and feasibility are the only judging criteria. Inability to produce hard copies of marketing material listed in plan of action report during stage 2 will be penalized. New product features can be added only after a feasibility discussion with us. Do NOT make any assumption. Contact us if you need to. Be Creative and innovative! ALL THE BEST!