Oasis Water provides clean, safe drinking water, but also boasts a variety of other product lines such as juice, ice tea and energy drinks. However, it is the [email protected] concept, on which Oasis Water was founded in 2003, that is amongst their top selling and best value for money products, although less known among consumers.
The third-year BCom Marketing Management students were posed the challenge in their practical project to create awareness in general for the [email protected] concept, but more specifically for the Oasis Express Self-serve Refill station. In order to accomplish this, student teams had to develop an integrated marketing communication (IMC) plan.
Students kicked off the project working as individuals, but eventually formed online buddy teams and worked in teams of six to gradually build their confidence in working in teams in the virtual environment.
Students were excited to meet the client virtually for a hands-on presentation about the brand. They posed their comments and questions via the online chat function and used emojis during the presentation to share their enthusiasm and interest. Given the realities of COVID-19 and virtual classes, the lecturer had to think outside the box to ensure that students still had the opportunity to experience the brand and products. Much to the students’ delight they each received Oasis Water e-vouchers to redeem at their nearest store to ensure that they gained first-hand experience with the brand.
Left: Jessica Barnsley
Right: Students using their Oasis Water vouchers - Dante Koster, Oasis employee, Chloe White and Linda Viljoen
It was not all fun and games, as students wrote a brand review and prepared an infographic showcasing the target market, competitors, and brand strengths and weaknesses. In the second phase, students prepared mood boards and videos to pitch their ideas to the client and after getting the green light, they prepared a comprehensive IMC strategy which included an experiential marketing strategy and a digital marketing campaign.
The project concluded on a high note when student teams had the opportunity to share their strategies with the exam panel consisting of several Oasis representatives, Prof Tania Maree, and their lecturer, Prof Melanie Wiese, on the Hatfield Campus on 15 November 2021.
Below are some creative ideas from students to bring their strategies to life.
Below are pictures of some of the teams presenting their IMC strategies
Left: Ignite Marketing: Kieran Venter, Lizhann Bothma and Kiara Louw
Right: Spotlight Marketing: Oreratile Kau, Kyle Bruorton, Nicole Billson, Mieke Pienaar and Erica Lomberg
Left: Ashely Matongu and Martyn Austyn of Team Aurora in action
Right: Champions Club Marketing: Mojalefa Tshenye, Terrence Forrest, Thando Malinga, Sizwe Mthembu, Megan Millsand and Sven Marnewick
The industry client was blown away by the creative ideas and remarked that the students' presentations were of high quality. In addition, the students provided the Oasis team with several marketing ideas to possibly implement.
The winning team, Purple Pineapple Agency, with their ‘Refill yourself’ concept each won a R1 000 and impressed with their detailed and innovative strategies. Team Aurora won the panel over with their “modulBox” idea, and TOO Marketing stood out with their two target markets as well as their [email protected] and [email protected] slogan. Team PiLuLa received a special mention for their truck branding concept, while ‘leaving no bottle behind’ from Champions Club Marketing resonated with the panel.
The students were spoiled one last time with a bottle of Oasis water and creative snacks upon completing their presentations.
The Department of Marketing looks forward to more industry projects in 2022.