Marketing Management students get a ‘tiser’ from Coca-Cola

Posted on October 27, 2017

There was excitement, energy and passion amongst the University of Pretoria’s second-year Marketing Management students as they were introduced to their project partner for their practical module in July 2017. The main purpose of the practical module is to apply marketing theory and get an opportunity to practice their skills in solving real-life marketing challenges. In this regard, the Appletiser brand partnered with the Department of Marketing Management for a third consecutive year to work on the Appletiser brand. 
 
The project kicked off with Coca-Cola’s Appletiser senior brand manager, Ms Serena Ramiah, delivering a guest lecture on what Appletiser is all about. She also provided information on the Appletiser challenge that the second-year marketing students have to take on in this project. The challenge for 2017 entailed the development of an integrated marketing communication campaign for Appletiser, focusing on social media and sales promotion/experiential marketing targeted at the 18 to 35-year-old consumers within the on-premise channel. Ms Ramiah outlined that Appletiser’s footprint in the on-premise channel was very strong and students are challenged to augment that presence by developing a social media and sales promotion/experiential marketing campaign.
 
As part of the introduction to Appletiser, the students were divided into groups, each receiving a white box containing a six pack of Appletiser and a six pack of Red Grapetiser. Having a better understanding of what the brand stands for, each student group was tasked to “brand the white box” using materials that reflect the values of the Appletiser brand. Photos of these branded boxes had to be uploaded on Instagram under the #appletiserbrandtheboxtuks2017 and students had to try and get as many followers as possible. The students went all out in showing their creative skills when creating these branded boxes. After evaluating the branded boxes and tallying the likes and shares on Instagram, group 14 won a hamper for the most creative box, while groups 3 and 12 each won a hamper for the most likes and shares for their #appletiserbrandtheboxtuks2017 image and their #appletiserbrandtheboxtuks2017 video, respectively. Congratulations to all the winners. This task really ignited energy and passion amongst students, as they thanked Coca-Cola for making learning real.
 
The Head of the Department of Marketing Management, Prof Yolanda Jordaan, lauded Coca-Cola’s efforts in bringing practice to the classroom, as this will prepare the Marketing Management students for the workplace. The students are geared up to put what they have learned up to now into practice. Below is a picture of the students in class during the introduction of the project partner.
 
Front row: Ms Serena Ramiah (Coca Cola’s Appletiser senior brand manager), Mr Thinkwell Ndhlovu (lecturer of the practical module) and the second-year Marketing Management students toasting to an exciting practical project.
 
Each group received a big white box with six Appletisers and six Red Grapetisers in. Student groups had to brand the boxes to illustrate the values of Appletiser.  

Some of the student groups’ branded boxes

 
- Author Marketing Management

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