About Milestones
Milestones was a case-based test that sought answers to a detailed practical and real-time problem provided by John Deere. Participants were expected to identify the requirements and analyze the needs of rural Indians for a rural automobile.
http://www.iimb-vista.com/milestones.html
About John Deere
John Deere is a world-class producer of North America's broadest line of lawn and garden tractors, mowers, and other outdoor power products.
About the Event
John Deere, now in India, invited Indian B-school students to find a key to exploring the rural four-wheeler market based on the special needs of Indian villages and towns.
The teams were supposed to recommend top 3 vehicle segments or products that Deere should introduce or develop. For the product suggested, an entry strategy was to be devised (consumer special needs, infrastructure issues, competitor analysis, need gap and detailed entry strategy), in line with Deere’s expertise areas and the challenges/practical considerations faced by automobile players in rural India.
In all 57 teams participated in the competition and 9 best teams were selected to make a presentation to the judges. The 9 teams that made it were the ones from IIM B, SPJIMR (PGDSM-MIT), IIM I, IIM K, MDI, XIMB, 2 teams from SPJIMR (PGDM) and IMT Ghaziabad.
IIM-B won the case study competition. The team from IMT Ghaziabad stood second. Team Pratham was adjudged third and walked away with a cash prize of Rs 15,000.
About Team Pratham's Strategy
Team Pratham had suggested an innovative way of marketing and a unique entry strategy (as guided by Prof Atish Chattopadhyay). The judges were quite impressed with not only the marketing strategy but also the unique combination of products suggested to be launched in the Indian rural market.
Cheers,
Aparna and Manisha
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