Xavier School of Management

For the greater good

EXCELLENCE & INTEGRITY

MARKETING ASSOCIATION OF XLRI

ABOUT US

XLRI, one of the most prestigious and venerable B-schools in the country, has for long upheld the tradition of encouraging its students to expand their horizons.

Thus was born the Marketing Association of XLRI (MAXI) drawing inspiration from XLRI’s spirit of excellence and integrity.

The oldest committee on campus and the youngest at heart, MAXI lives and breathes marketing.

Established in 1971 under The Societies Act of India, MAXI has been a trailblazer in the domain of marketing for over four decades.

We at MAXI have perfected the art of pushing boundaries and now have to our credit an International event, half a dozen National competitions and a place in the Limca Book of Records for our outstanding online presence.

Our annual budget of over 20 lakhs fuels our activities, which range from the cult classic- MAXI Fair to the show-stopper- Blockbuster, from our path-breaking seminar- Mindscapes to the battle of wits- Circus Maximus, from our first international foray- Legalize to the clash of marketing titans- MAXI Bazaar.

We thus continue to cement our position as one of most respected Marketing Committees in the country.

We are MAXI |the flag-bearers of marketing, the dreamers, the doers and the insanely different|

MAXI

MAXI FAIR

MAXI Fair, an ISO 9001-2000 certified tool for conducting Disguised Market Research and understanding consumer behaviour was pioneered by XLRI.

Born of the vision of one of XLRIʼs most eminent professors Dr Sharad Sarin in 1979, the novel concept of the Marketing Fair is today an accredited marketing research tool.

Dr Sarin’s presentation of the concept at several foreign universities sparked off a wave of re-enactments. The University of Rhode Island with Dr Sarin’s expertise conducted this fair in 1986 to great success. Several business schools have adopted the idea, and variants of the originalMarketing Fair are conducted at this University as well as at several top Indian business schools.

The Fair is organized, supervised and conducted by MAXI – the Marketing Association of XLRI. This brilliant and unique method uses a carnival milieu to conduct meaningful consumer behaviour research.

The underlying concept is designing games and events as surrogates to actual research questions to elicit unbiased and accurate information from customers regarding their preferences and perceptions.

This innovative concept finds numerous supporters and followers in the corporate world.

Several multinational corporate giants like Hindustan Unilever, P&G, Cadbury, Nestle, Coca Cola, Pepsi, ITC, GSK, STAR,Colgate Palmolive, Tata Group, Reckitt Benckiser, Castrol, etc. have presented research problems to XLRI for study.

The greatest testament to the power of this Marketing Research tool lies in the fact that these companies have based strategic business decisions on the research results emanating from every successful MAXI Fair.

MAXI Fair has been personally

commended by industry stalwarts including:

Philip Kotler Kellogg School of Management

Theodore Levitt Harvard Business School

Philip Adler Dupree College of Management

MAXI F

AIR

MAXI Fair in the ‘70s

MAXI Fair in the ‘80s

GALLERY

MAXI Fair 2015 Banega Swachh India - MAXI Fair

MINDSCAPES LEGALIZE 5.0 LAUNCH PARTY

CIRCUS MAXIMUS

OTHER ENDEAVORS

LEGALIZE INTERNATIONAL

An international event based on surrogate advertising which addresses various societal issues ranging from prostitution to saving trees. Teams must market a product or a social cause masked under a different product by means of a 90 second ad.

Legalize 5.0 was launched in several Universities in Europe and South East Asia in November2014. Kudos to Legalize, MAXI’s online presence crossed a new milestone with over 18,000 followers on facebook, and more than 7,90,000 views on YouTube.

MAXI MINDSCAPES

MINDSCAPES is an effort to learn as we listen to experts from the industry speak about the latest trends in marketing. Over the years we have had stalwarts like Mr. Prahlad Kakkar enthral young minds. The last edition saw Mr. Joy Bhattacharjya, Mr. Rudrarup Datta andMr. Akash Banerji explore the umpteen dimensions of Entertainment and its Marketing.

The next edition is being conceived with the theme of political marketing.

CIRCUS MAXIMUS

MAXI organises CIRCUS MAXIMUS during Ensemble, XLRI's annual inter B-school fest. With four separate rounds, this event is designed to pose a formidable challenge to even the best of brains. The on campus rounds are designed to test how teams can apply Marketing concepts first in a simulation, and then in the actual marketplace of Jamshedpur.

This MAXI event has always been top draw at Ensemble and promises to scale ever greater heights.

RFL: RURAL FOOTBALL LEAGUE

Reaching out to regions in and Jamshedpur and conduct a rural football league aimed at creating a platform to showcase the passion and talent that exists for the beautiful game in this part of the country.

MAXI would aim to explore the possibilities that rural and semi urban social gatherings present to a marketer.

BLOCKBUSTER

MAXI’s brand new event is intense with teams competing on various fronts. With a limited budget they must bid for a movie, buy spots to advertise their products, create a marketingmarketing mix and use multiple modes of marketing campaigns to maximize the footfall fortheir own movie through games, pamphlets, internal brand icons etc.

The entire multiplex screening environment is replicated on campus with students and facul-ty invited to witness the spectacle.

MAXI

MEDIA PRESENCE

And in its 32nd edition now, the event (MAXI Fair), organized by [XLRI’s] marketing association, has become a respected brand in itself. The Telegraph Jan 17, 2011

…the [ XLRI’s behavioral ] lab is aimed at providing students and teachers with cutting edge research tools designed to study behavioral trends

Education Times, The Times of India Sept. 19, 2012

2008-09

2010-112011-12

2011-12

2012-13

2011-12

2011-12

2014-15

FOR THE RECORD

MAXI has been adjudged by the LIMCA BOOKOF RECORDS as the academic committee with

the highest YouTube outreach in its 2012 edition.

Its Facebook page has seen a peak weekly reach of over 2 million with viewership

spanning across 8 countries..

After 7,90,000 views on YouTube & crossing

18,000 Likes milestone on Facebook, MAXI can

credibly boast of a strong online presence.

The upcoming website adds to its existing

channels, enhancing its online stronghold.

MAXI

MAXI made a place for itself in the books of

GUINNESS WORLD RECORDS for most

participants in a hand washing relay.

Organized in association with Dettol India,the event, one of the largest brand activations

in Jamshedpur, was a part of MAXI FAIR, the

The record saw a participation of over 991residents of Jamshedpur, & was accredited

by the Guinness World Record authorities at

London.

‘Swachh Bharat Abhiyan’.

The record was a part of MAXI’s endeavor to

spread the message of ‘Clean India’, carrying

forward Prime Minister Narendra Modi’s

institute’s annual marketing fair.

OUR PREVIOUS PARTNERS

MAXI F

AIRCONTACTTanveer Ali +919973721700Vasudevan Lakshmanan +919003289421

maxi@xlri.ac.in