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Конкурс для изобретательных студентов маркетинга и рекламы - Essity University Challenge

Хочешь выиграть международную стажировку? Участвуй в инновационном проекте компании Essity и помоги улучшить продукцию бренда Zewa и придумать новые способы его продвижения!



Think outside the packet in the Marketing Challenge!

 




Disposable hanky and facials are an essential part in consumers life, with almost every household using them regularly, however it is a seasonal business, and products are mainly used during typical cold or allergy season (Oct-March and March – June). They are seen as versatile products and used for different purposes but the main usage occasions are blowing nose, cosmetic uses (drying face, removing make-up) or for‚ little mishaps. The category consists of different formats: Hankies (single packs of 9-10 tissues), mostly used‚ on the go and tissues (boxes with 60-120 tissues inside), mostly used at home.

The challenge of the developed category is: finding the sweet spot where consumer expectations and insights are meeting product performance and delivery and being a step closer to the consumer than the sea of other players. It is a highly penetrated category, so growth will mainly come from increased consumption.

Challenge question: What would encourage consumers to buy Essity brand more frequently and outside the season?

You can enter your team of 1-5 people and start working on your challenge solutions. This challenge is open only to students of partner universities (see list below). Team members must all be from the same University.