Prof Melanie Wiese arranged an opportunity for the Strategic Marketing Management honours class of 2018 to work with Bosch on a project for their professional power tools range of products.
Each group had to formulate a digital strategy that Bosch could use to reach its professional tool users in South Africa specifically. Also, the strategy had to assist in making a clear distinction between the Bosch DIY (green) tools and Bosch Professional (blue) power tools. On 7 March 2018, each team presented their respective digital strategies to a panel consisting of Bosch representatives, the lecturers and the rest of the class. The main focus of each digital strategy had to be how the Bosch Professional power tools could be made aspirational must-haves for South African power tool users.
The student teams came up with several creative ideas using various digital and social media platforms, including ‘The impossible made Boschable’, ‘#likeaboss’, and suggesting a Bosch tool box ‘app’. Below are some of the teams.
Team 2, ‘The sharpest tool in the shed’
Team 6, ‘Bosch like power’
Team 8, ‘Dynamic Power’
The students’ knowledge and proficiency on digital platforms was not only evident through remarkable ideas in students’ presentations, but also in the design and creation of the presentations themselves, using a lot of audio and eye-catching visuals throughout. Students were able to answer questions to the best of their knowledge and defend their ideas when the panel questioned them afterwards.
The Bosch representative, Mr Sebastian Johannes, selected the top three groups. These groups all received a spectacular prize from Bosch, namely a Bosch laser measuring tool!
The winning group ‘Power squad’ with Mr Johannes
Coming in at third place with a powerful idea was ‘Absolute Power’, while second place was given to a lively group, the ‘Spark Plugs’. Fying into first place was ‘Power Squad’.
The second-place team ‘Spark Plugs’
The third-place team ‘Absolute Power’
The students commented: “The challenge was tough, but we feel that we learnt a lot”. One of the things that was quite evident is that sometimes the most straightforward and practical solution is the best solution. Overcomplicating the task at hand can lead to an idea that fails to link back to the client’s actual need sufficiently. Bosch was very impressed with the innovative ideas of the students and commented that the students could hold their own against any advertising agency.
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