Students of LIBA successfully organised disguised market research at LIBAzaar’18

Chennai, October 1, 2018: LIBAzaar’18 – Ithu Namma Chennai Thiruvizha, was successfully organised by LIBA students under the aegis of Mark-It (Marketing Club of LIBA). The fourth edition of LIBAzaar was inaugurated by Mrs. Latha Pandiarajan, Co-Founder, Ma Foi Management Consultants Pvt Ltd & Managing Director, Varam and Mrs. Vani Aiyer, Head – Marketing at TVS Automobile Solutions Private Limited by lighting the lamp in the presence of the faculties and students of LIBA. With around 50 stalls, the grand carnival saw more than 2000 people comprising students, film enthusiasts and general public from different backgrounds participating in various activities organised as a part of LIBAzaar.

This year, the one day mega fest was majorly driven through the theme “Women Empowerment” and the events were focused on empowering and honouring women. The day commenced with drawing competition for children in the morning followed by DC Vs Marvel quiz competition and Mime show on Women Empowerment. A unique Fashion Show (The Big, Bold and Beautiful) dazzled the audience; where plus size models showcased their confidence and bold looks. The event finally concluded with Ladies Dance League (Girls Got Moves) where “all girls” dance team from various colleges rocked the dance floor.

LIBAzaar, an annual event of LIBA is a disguised market research in the cloaks of an extravagant fun-fair with an aim to elicit unbiased responses from the target segment to deal with Industry related problems from corporate. Disguised marketing and entertainment are spun together to keep the general crowd engaged. It has also been used as a platform for pilot testing, test marketing, competitor analysis and to understand customer perception. Bisleri, Shubh, Rorito, Frappista were some of the companies lined up for research this year. Some of the other associations in LIBAzaar’18 include Hyundai, Fully Filmy, Bunge, Lime Lite Salon, Fatiz Bridal, Sthua Clothing, Shaanus and much more.

Commenting on LIBAzaar, Mrs. Latha Pandiarajan said, “I would like to thank LIBA for inviting me here today for LIBAzaar and I think events like this create a wonderful learning platform for the students and special moments for students to experience. Creativity is important and it doesn’t come from text books actually but instead from events like LIBAzaar which requires you to think and use your creativity and helps you grow.”

Speaking on women empowerment and entrepreneurship, Mrs. Latha Pandiarajan said, “Entrepreneurship is a skill and it’s important to inculcate the spirit of entrepreneurship irrespective of whether you want to start a business or be a professional. An Entrepreneur is someone who has the ability to take risks and think out of the box. People who have these creative assets can certainly grow up the ladder in their respective business and also as an employee. Entrepreneurship is important for both men and women. Empowerment is a need and it’s not difficult when you create the support structure and the required internal confidence. Enjoy every moment of your life because you won’t get back this time and moments. As a woman, empowerment should be from within; the rest will follow.”

Actor Kadhir of “Parayarum Perumal” fame graced the occasion and addressed the young and enthusiastic gathering at LIBAzaar. He thanked the entire spirited gathering for encouraging talented artists and good cinema.

Additionally, LIBAzaar in collaboration with an NGO called Angels of Marina involved in a beach clean-up activity in Elliots beach, Besant Nagar. Around 100 students came together and engaged themselves in removing the non-biodegradable plastics to retain its pristine beauty.

About LIBAzaar:

LIBAzaar’s disguised research is a combination of techniques to elicit consumer responses through strategically designed methodologies (through games and interactive activities), thereby not restraining the respondent’s actions helping researchers understand in its truest form the consumer behaviour towards a product or a service. The process involves simulation design, Execution, Research brief and Detailed Report.

About LIBA:

Loyola Institute of Business Administration (LIBA) is a premier B-school, established in 1979 in Chennai. It endeavors to contribute to the sustained development and inclusive growth of the nation, by preparing managers imbued with a spirit of innovation and entrepreneurship. LIBA stands for excellence and ethics. The Institution works with an undeterred zeal to offer its students the best of education, experience and thereby conducts several activities related to learning for their overall growth and development. Loyola Inclusive Innovation Impact Centre (L3iC), the start-up eco-system at Loyola Campus, is co-located at Prof.C.K.Prahalad Centre for Emerging India at LIBA.

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