The third-year Marketing Management students’ practical project, in partnership with Bridgestone, ended on a high note with a classy prize-giving function on 11 October 2017.

For the year 2017, the third-year students were tasked to develop a brand communication plan aimed at increasing awareness of the Firestone brand amongst 18 to 45-year-old tyre consumers residing in Gauteng. In completing this project, students conducted an online survey amongst the 18 to 45-year-old tyre consumer market about their tyre purchase behaviour. Based on the research, students had to identify different target market segments for Firestone and develop an integrated brand communication plan targeting one of the four identified segments. The brand communication plan had to include a digital/social marketing component/element, plus two other marketing communication elements that students deemed appropriate for the target market at hand. 

On 11 October 2017, this exciting project drew to a close with the prize-giving function taking place at the historic Club Hall building on the Hatfield Campus. The students arrived at the venue eager to find out which team is the winner of the overall UP-Bridgestone practical project. Dr Tania Maree, the lecturer of the module, acted as MC for the morning, and congratulated the students on the hard work that they put into the project during the course of the module, as well as for the growth they’ve shown throughout the module.

The Head of the Department of Marketing Management, Prof Yolanda Jordaan, addressed the students and compared the benefits of a practical project like this one, to the benefits of tyres. She congratulated the students from the Department’s side and thanked the colleagues for their hard work throughout the semester. A big thank you went out to Bridgestone for the continuation of the partnership with the Department, as well as for their dedication and commitment to this project.

Prof Jordaan’s message was followed by an address by Mr Patrick Leslie (GM Marketing) from Bridgestone. The dynamic Mr Leslie shared a bit of feedback with the students in terms of some of Firestone’s current marketing strategies, as well as what they are planning to implement from the students’ suggested strategies. He gave the students advice as to how they should trust their instinct, know how important it is in marketing to understand people and how students should go about thinking as if a box doesn’t exist. Mr Leslie truly inspired the students for the future and the exciting roads that lay ahead. Students also had an opportunity to share their reflective journey of the project with the rest of the group in the form of photo collages, combined into a PowerPoint presentation.

Once the formalities were concluded, it was time to announce the prize winners. A number of spot prizes were awarded for the following categories:

• A “Firestone fancy pants” prize for the best dressed presenting group throughout the project, won by Semita (Team 5).
• The team showing the most improvement on presentations, awarded to Strong Ties (Team 11).
• A prize for the most creative reflection collage, won by Master Minds (Team 2).
• The best dressed Firestone brand ambassadors (one gentleman and one lady) at the prize-giving function, awarded to Mr Rivan Wathen and Ms Claire Piper.
• The “Close call” prize, for the team who was placed fourth in the overall project, awarded to Tread Setters (Team 6).

Best dressed Firestone ambassadors on the day of the prize-giving function

From left to right: Rivan Wathen, Kelly Fester (Bridgestone) and Claire Piper

It was then time to announce the overall UP-Bridgestone project winners for 2017, and the following teams walked away with the overall prizes: Ride with us (Lesego Diutlwileng, Marius Fischer, Denzel Hill, Nina Jordaan, Martin Nieuwenhuizen and Lethabo Thosago) was placed third, Hot Rocks (Beth de Carle, Anastasia Carnelley-Bruyns, Nicholas Kromker, Fraser Marshall, Keegen Pringle and Nicola Wilson) was the runner-up team, and Pentos (Lise Erasmus, Lynn Kareithi, Samantha Lang, Keorapetse Moloabi, Jiveshen Moodley and Bongani Mthembu) won the overall UP-Bridgestone project for 2017. The winning team will enjoy a weekend away to Sun City, sponsored by Bridgestone.

Overall winners of the UP-Bridgestone project 2017

Back, from left to right: Patrick Leslie (Bridgestone), Jiveshen Moodley and Bongani Moloabi

Front, from left to right: Samantha Lang, Lise Erasmus and Lynn Kareithi

After awarding all the prizes, it was time to wrap up and enjoy a spread of tasty finger snacks, prepared and elegantly served by Pure Café outside on the balcony of the Club Hall. Here students could network and engage with one another, as well as with the representatives from Bridgestone.  

Students (members of Hot Rocks) networking with Patrick Leslie from Bridgestone

The third-year Marketing Management students of 2017 were tasked with a challenging project that required a lot of insight, critical and creative thinking, with the end result being well-supported strategies and tactics on how Firestone can increase awareness of the Firestone brand amongst 18 to 45-year-old tyre consumers.

The Department of Marketing Management extends a heartfelt thank you to Bridgestone and Firestone for ending another successful collaborated project on a high note. Congratulations also to all the students of BEM 356 on taking a challenging project and successfully making it your own. We are excited to see how you are going to take the marketing world by storm.

The third-year Marketing Management class of 2017 with Bridgestone representatives and members of the Department