19 Mar 2018 19:59 IST

Rationale

Entries show sound understanding of concepts

More credit given to entries with a bias towards action

This case attracted a large number of high-quality submissions, and the competition seems to be fierce. The quality of the submissions also seems to be improving over time. There very little that separated the winners from the rest of the entries.

Ideally, I would like to see students apply theory that they learn in their management programme to solve the problem, and demonstrate this in their presentation. While there are many ways of analysing a case, I have given more credit to entries that had a bias towards action, as can be seen from the recommendations, and the action points suggested.

Criteria

~ Strength of analysis

~ Application of theoretical frameworks

~ Originality and practicality of ideas (with a bias towards action)

~ Presentation

Results

Shubhanshuk Sarkar (IIM-B): This is a very polished and authoritative submission. The analysis is excellent and demonstrates a sound understanding of the relevant concepts and requirements of the industry while also providing strong suggestions.

Priya Sahni and Ankitha Acharya (IIM Indore): Another strong submission that provides some sound ideas and suggestions. The strategy for targeting kids (‘baby version’) is questionable though, as there are ethical ramifications.

Palash Goyal and Shobhit Gupta (IIM Kozhikode): I liked the way the students analysed the case using a theoretical framework. The ideas and suggestions are pretty good. I wish there were more credible ways suggested to curb the problem of cheaters in the short term as this problem is acute and needs to be tackled.

Nishant Verma and Ravjot Sachdeva (IIM Indore): Offers sound analysis. In particular, I like the overall presentation and the strategy to tackle cheaters. However, the answer to the first question posed in the case is too simplistic.

Viraj Jain and Nikunj Kumar (SPJIMR, Mumbai): This submission provides very good recommendations and I like the way in which the analysis is presented. This entry could have broken into the top three if the students had presented separately what the company should do in the short term to arrest the decline in consumer interest and what it could do in the long term, to realise the potential to create a 20-year franchise.

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