Suhail Kapoor and Joshua Sauter, two members of the full time MBA programme, won a competition organised for Strathclyde Business School by Procter & Gamble focussing on the company's partnership with the Olympics in 2012.
All students within SBS were eligible to enter and a briefing was held by Procter & Gamble (P&G) in the Court Senate. P&G challenged the students to design a marketing campaign for one of its fragrances which would coincide with the Olympics. They wanted something unique and unconnected to their general P&G campaign.
Suhail and Joshua submitted an executive summary and power point presentation on their marketing campaign, which compared each of the five core fragrances of Hugo Boss to the colours of the Olympic rings and then gave each a unique emotion that would be highlighted in their advertising campaign.
"We created the idea of a breakthrough in-store promotional display and selected Olympic athletes that should be used as brand ambassadors for the fragrance, Hugo Boss," explained Joshua. "We also created a specially designed fragrance tester that would drive sampling and customer interest during the Olympic Games in 2012. Finally, we tied everything together with an online and Facebook tie-in and a competition to drive customer involvement and trial of the product."
He added, "Taking part gave us an excellent experience in a field that neither Suhail nor I had much experience in. However, we are both very interested in and excited by marketing and the application of marketing concepts. This was a chance to apply the skills we learned from our Marketing Management class that we had last term in a real life, competitive situation. We also got a year's supply of fragrance!"