On the 6th of the March "KPI" held the final stage of the national student case-competition in marketing "Rising Industrial Marketing Stars", which was organized by the Department of Industrial Marketing of FMM.
Each year, contestants discuss real situation in one of Ukrainian enterprises and provide recommendations for improving its marketing activities. This year, the information for case writing was provided by the IDS Group Ukraine company: the main topic of discussion was how to participate in large-scale events without sponsorship budget. At one time the IDS Group Ukraine used the so-called ambush-marketing to grow its brand "Morshinskaya" during "Euro 2012". Student teams had to analyze how "unofficial football marketing" affected consumer attitudes toward the brand, and offered further actions about event-marketing and sponsorship for the brand "Morshinskaya."
In the selection stage more than 20 teams from various universities in Kyiv and other cities took part. The best nine participants approached final stage, and presented their solutions to the case in front of authoritative jury, which was headed by General Director of Ukrainian Marketing Association Irina Viktorivna Lylyk. Also, the jury consisted of Strategist from the Marketing Group OS-Direct Gennady Vasilyev, the head of industrial marketing department professor Sergey Oleksiyovych Solntzev and teachers of the department of industrial marketing from "KPI".
During performances all teams showed all their creativity and originality, the ability to respond to difficult questions asked by competing teams and the jury. But the medal places were won by those who in addition to creativity could also demonstrate a profound analysis of the market situation and justify the practical significance of their findings and recommendations.
The team of "KPI" named "The Joker" won the competition. This team consisted of Elena Dyachenko, Victoria Mendeleva, Lydia Sapieha and Viktoriya Titova; Second place was won by the team KNTEU "Lisa" which consisted of Lily Granat, Lily Chizh and Alexander Kryvenko. Third place was shared between two teams - "Idea Fix" (Alain Hovtvyanytsya Mary Kuvyrkova and Irina Shevchuk) and team "Dark Horse" (Anastasia Ometsynsky, Lesya Mulyk, Olga Lypnytska, Nina Pylypenko) of NTUU "KPI".
The jury also mentioned the team "Two Fellows" from KNEU (Andriy Aleksyeyenko, Vasily Grigorovich) which showed a non-standard approach to cases problem solving and team "911" from "KPI" (Christina Menkova, Alla Holydbina, Illia Shchedriy, Natalie Kacharaba, Tatiana Goluboka) for their active participation in the discussion and for the best questions.
We congratulate the winners and hope that next year the marketing case-competition will gather even more participants.