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P&G Challenge: students bring value to a brand

Written on 20 Dec 2019.


 

What should P&G do to grow male grooming sales in the hygiene and beauty aisle? This was the main question over 800 Master 1 students had to answer. Like professional consultants, students – in teams of 5 or 6 – had to provide an overview of the key trends impacting the male grooming market today and in the coming years, an in-depth analysis of the competitive landscape of the French male grooming market in the Hygiene & Beauty Aisle, develop a positioning map of the different brands on the market and finally, produce a marketing action plan with concrete suggestions to support Gillette and Braun’s brand managers. “This year again, we have been impressed and inspired by the students’ ideas,” says Clara Mamelle, Senior Assistant Brand Manager at P&G and EDHEC Alumna.

Learning by doing

In order to tackle this challenge, students have to translate insights gained from the theoretical classes and apply them in real life. While working on such challenges, our students often come with innovative ideas based on strong consumer insights,” explains Arne De Keyser, professor of Marketing at EDHEC. 

“Throughout the semester, at each session of the Marketing Management course, we advanced step by step: from studying the current market to innovating the marketing mix in all its different aspects,” explains Camille Grenier-Chalut-Natal. “This case was a great opportunity to put into practice the theories and concepts we were learning in class,” adds Ashana Sachdeva. Along the way, the students gained new skills and knowledge. “It was a really rewarding experience both in terms of teamwork and learning about the different aspects of marketing”, says Rémi Dornel. “This experience was a great success, conclude Romane Bernard and Eva Olivier. We never thought we would win this challenge!” 

The winning team is invited to visit the P&G headquarters in Paris!

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