The Hindustan Unilever and CNBC-TV18’s ‘Lessons in Marketing Excellence’ (LIME), an inter B-school marketing and business competition, is now gearing up for its final stage. The challenge spreads across the top 12 B- schools in India.

Jamnalal Bajaj Institute of Management Studies (JBIMS) was assigned the case study on Air India. The two teams at JBIMS, Team Phoenix and Team NO3, presented their respective solutions to the case study, to an eminent jury consisting of senior representatives from HUL, CNBC-TV18, Air India, and Mint newspaper.. This was followed by a grilling session of Q&A for both these teams. The winner was ‘Team Phoenix’.

“Air India being a PSU, tremendous efforts were required to solve the case. The objective of the case was to attract more customers to Air India and to exemplify how Air India can battle it out in the Indian skies,” said one of the participating student.

The winning team of JBIMS provided a rebranding plan for Air India which involved replacing the Air India mascot ‘Maharaja’ with a ‘Young & Aspiring Indian’. This, in turn, would truly reflect the current Indian generation and attract a new customer base for Air India. Apart from this, several suggestions had been put forth by the team, such as, measures to enrich the consumer experience of an Air India guest and increase the airline’s profitability.

JBIMS will now clash with the other 11 campus Champions from the 6 IIMs, ISB, XLRI, SP JAIN, FMS & NITIE in the final round of LIME.

CNBC TV18 and Hindustan Unilever had jointly launched ‘Lessons in Marketing Excellence’ (LIME) inter B-school marketing and business competition last year to give students an opportunity to stretch their imagination and write the future. Spread over four months the competition is nearing its finale this month.
 
MBAUniverse.com is the ‘Online Partner’ of this unique initiative.