IIM Kozhikode "On the Mark" Event
"On the Mark"
Aava Case Study Challenge
IIMK BACKWATERS 2014
Backwaters’14 is here to stir up the inherent competitive spirit in every management student.
Backwaters is the annual B-school meet of India’s leading management institute IIM Kozhikode. Over the years Backwaters has been successful at challenging the brightest minds of the country with it’s eclectic mix of events, workshops and competitions. In store are Backwaters’ highly popular flagship events, registrations for which are expected to begin very soon. The vertical specific events include business simulation games and case studies covering Finance, Marketing, Operations, Human Resources, Systems and Strategy.
ON THE MARK
PRELIMINARY ROUND
1. Analyse the given problem carefully and come up with a summarized presentation based on the deliverable mentioned.
2. The submission should be in the form of a PowerPoint presentation not exceeding 13 slides including the cover slide and Appendix if any.
1. Analyse the given problem carefully and come up with a summarized presentation based on the deliverable mentioned.
2. The submission should be in the form of a PowerPoint presentation not exceeding 13 slides including the cover slide and Appendix if any.
FINAL ROUND
Based on the submissions, the top 5 teams will be shortlisted and invited to IIM Kozhikode (during 31st October – 2nd November to present their solution to a panel of judges.
Based on the submissions, the top 5 teams will be shortlisted and invited to IIM Kozhikode (during 31st October – 2nd November to present their solution to a panel of judges.
EVENT FORMAT
The document- ‘Aava Case Challenge’ for the case details was shared. The document ‘Exhibits’ carries in-depth information about the company. The key questions of the case challenge are summarized here as follows:
1. Improving Aava’s brand perception vis-à-vis other mineral water brands
- a. Assess the factors that determine premium brand perception in the natural bottled water category
- b. Find the reasons as to why Aava is not currently seen as a premium brand in this segment
- c. Suggest ways in which Aava could improve its brand perception
2. How can Aava leverage its current institutional distribution network to make a transformation to a complete beverage brand
- a. What should be the product mix that Aava should look at ensuring? Is it in line with Aava’s value proposition?
- b. What parts of its value chain can Aava hope to outsource to keep down costs?
- c. How can Aava leverage its current channel and equity and what other channels would you suggest?
RESULT
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