Ready, steady, FOAM! Marketing students get ‘shower gel’ savvy

Posted on May 28, 2019

The third-year BCom Marketing Management students are partnering with AMKA Products for their practical project in 2019. Although AMKA Products has a variety of brands in its stable, the students are working on its Satiskin brand, focusing on the shower gel range. The challenge posed to the students is to create awareness for Satiskin shower gel under the 18-25 year female middle-income market. Students are working in teams of five to develop an integrated brand communication plan to increase the awareness of Satiskin shower gel.
To kick off the project, students met the client for the first time and were spoiled with AMKA goodie bags. Ms Karen Kohler (Satiskin Brand Manager) presented important background information on the brand and project to the students.
Ms Karen Kohler (Satiskin Brand Manager) sharing marketing information with the students
The client team in front: Trevor Ponquett (Sales Director), Karen Kholer (Brand Manager), Su-Marie Annandale (AMKA representative) and Nadia Carrim (AMKA representative) and the students with their goodie bags
To ensure that students understand the Satiskin brand and range of products, the class had some fun trying to determine the various fragrances of the Satiskin shower gel range with a ‘blind smell test’. The winners of the ‘smell test’ then competed to see who could make the most foam in 30 seconds.
Students trying to identify the various fragrances of the Satisin shower gel.
Is that smell exotic orchid or blissful berry?
Ready, steady, foam!
It is not all fun and games, as students are now busy with their first deliverable. They must write a product review, as well as conduct quantitative research to obtain product and customer insights, to be used as input for their integrated brand communication campaigns.
The Department of Marketing Management wishes all the student teams well with their journey to experience marketing in practice.
- Author Department of Marketing Management
Published by Liesl Oosthuizen

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