A PLAYGIRL experience for Marketing Management students

Posted on February 24, 2022

The Department of Marketing Management and beauty company Amka partnered in a practical project for the BCom Marketing Management second-year students. The aim of the practical project was to give the second-year Marketing students an opportunity to practice skills in solving marketing challenges for an industry partner.
The project was introduced to the students virtually on 25 August 2021 by Amka representatives. The session was joined by Jack Kruger (Marketing Manager of Fragrances), Zaweer Ebrahim (Brand Manager), Mohamed Kalla (General Manager of Fragrances), Zaakir Kalla (Junior Brand Manager) and Mignon Fine (Digital Account Director from an agency). The students were provided with background information about the company, as well as important insights on the Playgirl brand, which they used as input in their marketing communication campaign.
The primary purpose of this project was to develop a social media marketing communication campaign and an experiential in-store sales promotion campaign with the aim of increasing brand relevance for Playgirl. To kickstart the project, the students participated in a team challenge on Instagram, coined  #brandfanchallengePlaygirl. The competition entailed that students upload any image that reflects the brand values of Playgirl using the hashtag #brandfanchallengePlaygirl. Furthermore, the students had to conduct SWOT analysis and informal consumer analysis, and develop an empathy map to profile the target market.
During the course of the project, the students had an opportunity to share their envisaged ideas on their proposed marketing campaign with Amka representatives. In this soundboarding session, the students received feedback from the Amka team that allowed them an opportunity to refine their respective ideas prior to the examination presentations.
At the end of the project, the student groups presented their marketing campaign projects to a panel on 26 November 2021. The exam panel comprised of the representatives from Amka, an advertising agency and the University of Pretoria. The panel members included the team from Amka, and Bruno Quebra (Managing Director) and Mignon Fine (Account Director) from Limelight South Africa, while Laureane du Plessis and Dr Thinkwell Ndhlovu (lecturers) represented the University of Pretoria. All student teams did exceptionally well in their presentations to the panel, showing deep understanding of the project brief.
The overall top three teams received prizes from Amka for their efforts. Amka also awarded prizes to top teams for each deliverable, which was a great incentive for the student teams.
Winning team: Marketing Maestros: Anike van Vuuren, Anij Nagar, Rudy Venter, Wanya Visagie, Kamila Baas and Nastascia Montempara
Second prize: Straight A’s: Christelle Wehmeyer, Favour Oluwamakinde, Zene Fuls, Kopano Matsepe, Declan Scheepers and Brandon Mathey
Third prize: Marketing Mense: Joshua Bruyns, Merische Briedenhann, Nikki Payne, Jessica Albertyn, Kaitlin Banahan and Dorothea Mantcheva
- Author Department of Marketing Management
Published by Nonkululeko Kubeka Moyo

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