Posts con el tag ‘Marketing club’

The Marketing Trek to Amsterdam #ESADEInAmsterdam

The Marketing Club organised and completed its trek for the MBA class of 2018 to Amsterdam, Netherlands on March 30th and 31st 2017. Based on our inputs from Members, we focused on the key sectors and facets of marketing that they were most interested in, namely in the FMCG, Retail and Technology space. Here is a brief overview of what we learnt on this memorable trek!

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Marketing around the World!

Hello fellow Marketers! One big focus area of our club this year in addition to organising case competitions like Nespresso, is knowledge sharing and enhancing the classroom experience in the new world of Marketing. On that note, in February, we launched our new initiative called “Marketing Around the world” which are knowledge sharing sessions with Marketing leaders in key global markets, be it Brazil, India or here in Europe.

We kicked off with a guest speaker from Procter & Gamble. In the 1 hour session, we obtained  a good overview about the work of a brand manager at P&G. We covered topics such as ROI of campaigns, customer segmentation, and execution of concepts. Read the rest of this entry »

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Syngenta Case Competition

The marketing club at ESADE organized a unique business case competition with Syngenta, the Switzerland based company committed to sustainable agriculture through innovative research and technology. The competition drew teams from both ESADE and IESE and we had 2 weeks to propose a solution that required a comprehensive social media strategy for Syngenta as a company and Syngenta’s involvement at the World Seed Congress in May 2013. Syngenta wanted more customers to learn about its innovative products and also ensure that its stalls at the congress stood out from its competitors.

Our team consisted of Albert Boadella, an agricultural Engineer, Vinay Seshadri, a product developer and myself from the Internet services industry. With a myriad online platforms that engage millions of Internet users at different capacities, our team decided to take a step back and first understand more about the company and its presence at the congress. Albert was instrumental in helping us learn more about the industry and the type of people attending the congress. This set the base for our marketing ideas as we had now segmented the target population for the congress. However, for an overall generic social media strategy for Syngenta, segmenting was more tricky and open ended. As a team, we jointly narrowed down to LinkedIn as the target platform where potential customers of Syngenta, mainly seed distributors across the world, could engage and keep themselves abreast about its products and innovation. Once we boiled it down to LinkedIn, directing users to this focused community was the next challenge. We experimented with Google Adwords and Facebook Graphsearch (since I had got an invite to Beta test the new feature) and came up with cost estimates for both the CPC (cost per click) and CPM (Cost per thousand impressions). Convinced that our social media strategy would help drive traffic to the LinkedIn community, we put together an overall solution for the challenge. Our other ideas for the congress included a mobile app on iPad devices that will present a neat User Interface to allow the congress delegates to quickly build their LinkedIn profiles and express their interests and relevance to the community. This was strategic since it gives delegates the incentives to network with one another during the congress and also allow Syngenta to grow its social media network at the same time.

On presentation day, the team from Syngenta liked our idea and asked a few questions on our choice for LinkedIn. We were pleasantly surprised to hear that their social media team had recommended the exact platform, but were contemplating on how to drive traffic and build this community – the answer to which, was more or less our presentation. We won the competition and it was overall a different experience learning about an industry that was probably least expected to engage customers on e-platforms. Our team is now looking forward to internship/job calls from Syngenta!

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