Written on 05 April 2013.
EDHEC MSc in Marketing Management students had yet another opportunity to show the managers of a top company what they could do. This time, the competition was organised by the German carmaker BMW; it focused on the BMW i. series, a series of vehicles that reconciles the attributes the carmaker is known for and environmental friendliness. After three intensive months, the competition closed mid-March in Lille.
The competition kicked off last January with fifteen teams. All deliverables were to be submitted in the form of an executive summary. The top four teams were given the opportunity to introduce themselves and their work to Fabrice Porchier (EDHEC 2002), brand and marketing manager in charge of the BMW i. project.
Students, programme director Guergana Guintcheva and the BMW i. team were in close contact for the duration of the competition. Problems were defined and solutions discussed right up to the final day.
After a presentation of the BMW brand, with a special focus on the BMW i. series, the teams made their proposals, in which they elaborated on objectives, expectations, methods and marketing strategies before moving on to a question-and-answer round.
The winning team,* announced at day’s end, recommended a ten-month exclusive campaign focusing on future sales, design, price and security. Their recommendations reposition the BMW i. brand from Born Electric to The Urban Spark. The team identified the four pillars—sustainability, mobility, connectivity and pleasure—on which their recommendations rest.
Fabrice Porchier remarked that the winning team’s dual strategy—business to consumer (B2C) and business to business to consumer (B2B2C)—was an innovative means of reaching out and ultimately promoting sales of the brand.
The team was then invited to a gala reception where, the urban spark indeed, the beat of the tunes spun by DJ Kavinsky blended with the delicious aromas wafting from the kitchens of Chef Alain Passard, 3* Michelin, to create a memorable evening at the beautiful kitchen garden of L'Arpège on the roof of the Palais de Tokyo.
*The winning team: Romain Bergounhe, Faustine Ferrer, Bruno Flores, Francois Maetz, Clément Tardy and Marine Vicenzutti