Unlock “PETential” with “Paw-sitive” healing: Marketing students to the rescue

Posted on March 27, 2023

The third-year BCom Marketing Management students were posed with the challenge in their Integrated Practical Marketing project to create awareness in general and increase sales for the Eco-Vet brand , but more specifically focusing on three products: Eco-Fear, Eco-Scratch and Eco-Heal. To accomplish this, student teams had to develop an Integrated Marketing Communication (IMC) plan for Eco-Vet.

Eco-Vet is a breakthrough in alternative medicines for animals with over 16 years of experience. Eco-Vet products are simple to use, easy to understand and effective in dealing with desperate situations that conventional treatments cannot cure.

The project was not all fun and games, as students had to conduct research and even become a “mystery shopper” to gain insights into the brand and in-store experience. Based on the insights, they wrote a brand review and prepared an infographic showcasing the target market, competitors, and brand strengths and weaknesses. For the second phase, students developed radio segments and in phase three, they prepared mood boards and videos to pitch their ideas to the client. After getting the green light, they prepared a comprehensive IMC strategy, which included an experiential marketing strategy, digital marketing campaign and shopper marketing strategy.

The project concluded on a high note as student teams had the opportunity to share their strategies with the exam panel, consisting of several Eco-Vet representatives, Prof Maree and their lecturer, Prof Wiese, on Wednesday, 9 November 2022.

The industry client was blown away by the creative ideas and remarked that the students' presentations were of high quality. The winning team, Wingspan Marketing, with their ‘Paw-sitive healing’ concept, each won a R1 000 and impressed with their detailed and innovative strategies. Team thirteam won the panel over with their ‘Unlock your PETential’ idea, and ‘No matter the pet, use Eco-Vet’ ensured a third place for team Out Stand It.

Winning team: Mrs Kotze (Eco-Vet), Helena Coetzee, Rudy Venter, Charissa Venter, Braydon Milehan, Connor Venn and Prof Wiese (lecturer).

Students were spoiled one last time with uniquely branded doughnuts during a special prize-giving function to celebrate their hard work and success.

Congratulations to the Class of 2022 on successfully completing the Eco-Vet project and making us proud!

Powerhouse Marketing: Nadine van der Merwe, Skye Bester, Kamila Baas, Rochelle van den Berg, Mpho Shezi and Nastascia Montepara, bringing their ideas to life.



- Author Department of Marketing Management

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