The third-year BCom Marketing Management students were given the challenge in their integrated practical marketing project to launch Bioplus energy drinks and increase sales. In order to accomplish this, student teams had to develop an Integrated Marketing Communication (IMC) strategy around the Bioplus energy drink brand persona of “own your vibe”.
It was not all fun and games, as students had to conduct “taste tests” to gain insights to write a product review, and conduct research among the target market (students aged 18-25 years) about their needs, preference and attitudes towards energy drinks. The research results were presented in an infographic showcasing the target market, competitors, as well as product strengths and weaknesses.
In the second phase of the project, students prepared mood boards to pitch their ideas to the industry 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.
Ipi Thibedi, CEO of Weber Shandwick Africa, a global strategic, communication and consulting firm, presented a guest lecturer to teach students about effective storytelling, communicating one’s message via various platforms and adding value to clients.
Left image: Ipi Thibedi, CEO of Weber Shandwick Africa
Right image: Team 4 with their “Vibe UP” strategy: Kyneshia Petrus, Elize Coetzee, Nidene Smith,
Ethan Leibowitz, Juanca Oosthuizen and Danielle de Kock
The Bioplus project concluded on a high note, as student teams had the opportunity to share their strategies on campus on Wednesday, 8 November 2023, with the exam panel consisting of Bioplus representatives, external examiner Dr Renette Honnibal, Prof Tania Maree (UP marketing colleague) and their lecturer, Prof Melanie Wiese.
All teams were spoiled during the exam presentations with Bioplus goodie bags. Team 11 impressed the panel with their well-integrated “define your balance” campaign.
Front: Thabo Sibiya and Phiwo Mabunu (Bioplus); Back: Kopano Moumakoe, Greg Khourie, Marilette Venter, Nicole Wallis, Ruby Ratshedana (Bioplus), Lesle Ash and Amanda Makhanya
The Bioplus team was blown away by the creative ideas and remarked that the students’ presentations were of high quality. During the prize-giving function on 20 November, Team 8 was awarded for their creative ideas and obtained a distinction in the exam by linking the flavours of the energy drinks to their “be your vibe, bring your vibe, boost your vibe and build your vibe” campaign. Team 3 impressed Bioplus with their practical approach to taking Bioplus from a study aid to a lifestyle enhancer.
Left image Team 8: Prof Wiese (lecturer), Lisa Brown, Henro Rademeyer, Nelisa Zama, Phiwo Mabunu (Bioplus) and Ruby Ratshedana (Bioplus)
Right image Team 3: Prof Wiese (lecturer), Sarah Moralee, Mikara Pather, Demi du Plessis, Camryn Coetzee, Phiwo Mabunu (Bioplus) and Ruby Ratshedana (Bioplus)
A huge thank you to Adcock Ingram and the Bioplus team for allowing the students to work on such an amazing brand. Another thanks to the lecturer, Prof Wiese, for managing this project so effectively. Finally, a huge shout out to the Integrated practical marketing project class of 2023 for embracing the opportunity to engage with Bioplus – you have made UP proud.
Front: Thabo Sibiya and Phiwo Mabunu (Bioplus); Back: Kopano Moumakoe, Greg Khourie, Marilette Venter, Nicole Wallis, Ruby Ratshedana (Bioplus), Lesle Ash and Amanda Makhanya
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