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Marketing students ‘convert from manual to digital’ for Bosch SA
7 September 2017
On 2 August 2017, the Marketing Management honours students received their first client challenge in the Strategic Marketing module. After two weeks of hard work and dedication, all teams presented their ideas on a pull marketing campaign to a Bosch representative. The pull marketing campaign entailed that students convert manual measuring users to using digital measuring devices, specifically the laser rangefinder GLM 20, by engaging with the user at various points in the user’s journey.
Bosch power tools are known for its speed, precision and robustness. All student teams put their best foot forward to deliver unique, well-rounded ideas, and encapsulated the brand and the products in their respective presentations. Some even went the extra mile by dressing up as their target audience, by including role plays to show the benefits of the product and by making videos of customer journeys.     
Team Megafied consisted of Rejoice Mokoena, Tania Louwies, Kelly Lazurus, Tania Mansfield, Tyler Vermaak and Thabiso Phaladi (in front).
Team Elazer pulled out all the stops and consisted of Daniella Rodrigues, Felicia Howard, Thabang Modiba and Kutlwano Makume
Although all teams measured up to this challenge, there were three teams that stood out from the rest. Congratulations to team Straightforward Marketing, with their campaign ‘Out with the old, in with the new’, on winning the Bosch challenge. Second and third place went to team ALT with ‘Be a Bosch guy’ and team LaserSmart with their ‘Ditch and Switch’ campaign.
Mr Sebastian Johannes from Bosch commented as follows on the student presentations: “I am impressed with the creativity of the students and effort that went into their visuals to showcase their ideas.”
A big thank you to Bosch for affording the students this opportunity to work with such a prestige brand and for taking the time to listen and share with the students.
- Author Department of Marketing Management
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Last edited by Liesl OosthuizenEdit
The winning teams with Mr Sebastian Johannes from Bosch (front row, third from left) and the lecturer Prof Melanie Wiese (back row, fourth from the right)