He asked us to clear our heads, once again and drew a few concentric circles on the board. He wrote the word ‘Soap’ in the center of the circle. He asked us to write the first three aspects we think when we hear ‘Soap’ in the notebook. Everyone wrote it and sat silently. He asked all of us if we had written as asked. Everyone nodded in a rhythmic manner. He asked everyone to tell their writings and wrote every word on the board. He also quantified the frequency of the words from the poll. We were excited with the activity thus far, and were waiting to watch what’s coming next. From the poll, he took the most popular aspect, ‘cleanliness’ and asked us to write the activities we associate with it. We repeated the exercise and reached the most popular activity to be ‘Health’.
After reaching thus far in the activity, he recapped the exercise for us. He continued and told us a short story about a product with a history of more than 100 years. He told us that the product was soap and the company did a similar exercise on a large scale and used the concept. The more we went on with the story, all the students knew the product he was talking about. He began to sing the ad jingle of the product and everyone joined in the sing-along, “Lifebuoy Hain Jahan Tandurusti Hain Wahan”.
It is one of the most memorable experiences of my educational journey in IIM Udaipur as it taught me the power of brilliant and powerful teaching, as I would never forget the concept and its application throughout my life.
Which ABG company would I like to work with?
I would like to work with ‘Aditya Birla Retail Limited’ as I have been fascinated with the way, marketing practices in retail stores can impact product strategies. The retail chain, ‘More’ stores and megastores have participated in innovative marketing ideas in their stores to engage with customers. Retail stores are one of the best places where can understand consumer behavior and design the marketing strategy to maximise sales, as it has an array of consumer goods. I believe that I will be able to play to my strengths and be an asset to the company.
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