The undergraduate student team from the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM) succeeded in winning third place in the Marketing Plan competition – EURECA 2024 which was held on 23-26 April 2024 at Universitas Prasetiya Mulya, Jakarta. They are Adzra Aurellya Firdhausya (Accounting-IUP 2020), Apriana Vika Vianbara (Management 2021), and Salsabila Qatrunnisa Balqis (Management 2021) who are members of the ASA team.
The three of them succeeded in making brilliant achievements with creative and innovative ideas outlined in the marketing strategy design for premium cat food. They proposed the concept of ”5A+ Route to the Market” which includes various creative marketing strategies such as “Luna Story” to increase brand awareness and the online/offline campaign “Paw Bomb Drama”. Not only that, they also collaborate with the cat community through the “Paw-Rescue” program.
“We designed a 5A marketing strategy, namely awareness, appeal, ask, act, and advocate, which was realized in various programs to attract the target market, namely Gen Z and office workers who have cats,” said Adzra.
This idea succeeded in attracting the jury’s attention and brought the UGM team to the rocket pitch stage and advanced to the final presentation round. EURECA 2024 is a competition participated in by dozens of leading universities in Indonesia, including the University of Indonesia (UI), Gadjah Mada University (UGM), and Pelita Harapan University (UPH). This competition consists of three selection stages: proposal submission, rocket pitch, and final presentation. Each stage challenges participants to provide innovative solutions to marketing cases for cat food products targeting the high-end market.
Adzra said that the team’s success in winning the championship could not be separated from the careful preparation made by the team. Apart from that, the success was achieved thanks to support and assistance from FEB UGM and external mentoring in developing effective marketing strategies.
“Happy and proud, the team’s hard work and dedication finally paid off by winning third place,” he said.
Through participation in this competition, he continued, the ASA team not only gained valuable experience in solving marketing problems. However, they also learn how to face challenges and innovate in real situations. “We hope this achievement can inspire other friends at FEB UGM to continue to try and participate in various competitions because every experience is an opportunity to learn and develop,” he concluded.
Reportage: Adella Wahyu Pradita
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