Team Dolphin, consisting of Vittorio Valero Salim, Gustav Susanto, and Risang Mar’atun Sholihah, Management students from the 2022 cohort at the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM), won 1st Place in the Xiaomi x BREXPLOR Branding Competition 2025. The Branding undergraduate program of Prasetiya Mulya University hosted the competition on April 12, 2025, attracting 90 teams from universities across Indonesia.
The team faced a challenging journey to victory. Team Dolphin completed three rigorous stages: submitting a proposal, delivering a rocket pitch, and presenting in the final round. In the proposal stage, they tackled a branding and marketing case focused on Xiaomi’s Redmi Note 14 Series. During the rocket pitching stage in Jakarta, each team pitched their ideas to a panel of judges within a three-minute limit. The judges selected only the top five teams to advance to the final round, where each team gave a comprehensive 15-minute presentation.
Team Dolphin faced the challenge of helping Xiaomi position the Redmi Note 14 Series as the top choice for Gen Z consumers. They identified a gap between the current brand messaging and the values of Gen Z, which became the central issue in the product’s market positioning. To address this, the team developed a comprehensive end-to-end solution using the AIDA framework (Attention, Interest, Desire, Action), encompassing branding strategies and marketing campaigns to make the Redmi Note 14 Series the preferred product for Gen Z.
“One of the biggest challenges was ensuring the judges could fully understand our idea in just three minutes during the rocket pitching. We’re delighted and satisfied, our hard work paid off,” said Vittorio.
He hopes the experience gained through this competition will apply to their future careers and inspire other FEB UGM students to participate in similar competitions.
Reportase: Orie Priscylla Mapeda Lumalan
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