A Marketing Challenge for the Students of Stefania Borghini's Course
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A Marketing Challenge for the Students of Stefania Borghini's Course

THE CHALLENGE FOR THE UNDERSTANDING CONSUMER COURSE ORGANIZED IN COLLABORATION WITH CAMELOT AND ARISTO PHARMA HAS ITS WINNERS. AN INITIATIVE TO ENABLE ALL STUDENTS TO APPLY THE NOTIONS LEARNT IN THE CLASSROOM TO REAL CHALLENGES

The challenge launched by the Understanding Consumer course, held by Professor Stefania Borghini  (Director of the Master of Science in Marketing Management), organized in collaboration with Camelot, an agency that operates in the film industry, and Aristo Pharma, a pharmaceutical company, ended with two winning groups. Some students worked on the challenge launched by Camelot - elaborating strategies to bring millennials back to the cinema- the others on one proposed by Aristo Pharma – launching three different otc pharmaceuticals on the market: a sleep regulator with melatonin, a vitamin ice lolly for children and a spray for tired legs. The primary objective of this marketing challenge was to apply qualitative research tools such as focus groups, in-depth interviews and projective techniques.

“Every year I involve companies in my course, to enable students to apply the theories and methods learnt in the classroom to real and concrete business challenges. This choice requires a higher commitment and sometimes some difficulties both in data collection and in finding solutions. I think this is the best way to learn and develop the soft skills needed to work as a team," explains Borghini.

“We found out that young people have gradually replaced the cinema experience with TV series viewing at home on platforms such as Netflix, or prefer to invest the price of a cinema ticket in having an aperitif with friends," says Giulia Vedelago, student of the winner team for Camelot. “We tried to propose a solution for every problem detected: from the screening of cult films, which are difficult to find online, to a final quiz at the end of the movies that has as an immediate prize in the reimbursement of the cost of the ticket, in order to give back to the cinema experience the social dimension that millennials now find in other activities, such as the aperitif. We also proposed themed cinemas to recall the settings of the most famous films, such as Harry Potter”.

“Working on these projects has made us understand that there is no limit to creativity, even in areas where it may seem more difficult to come up with innovative strategies," admits Sabrina Levati, a member of the group which came first in the Aristo Pharma challenge. “In our case, we worked on the launch of the vitamins-based ice lollies for children. We proposed an innovative packaging: a small fruit-shaped bag with eyes and mouth and handles to make it more practical," she explains. “But what was most appreciated by the company was our proposal to change the original positioning of the product for sale, which was pharmacies, and move it to supermarket shelves, near the fruit and vegetable area. This, because we found that mothers are reluctant to give supplements to their children. By selling them in supermarkets, they would be perceived more as a healthy and nutritious snack, rather than drugs”. 

by Benedetta Ciotto

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