The University of Chester’s Business School is enjoying double success with two teams in the final 10 of a prestigious national marketing competition.
Five students from the University’s Marketing degree programmes will compete in The Pitch, organised by the CIM (Chartered Institute of Marketing) later this month.
The two teams impressed the judges with their bright new ideas to help supermarket giant Lidl on its plastic reduction journey. They will compete against eight other universities in the finals at CIM Moor Hall, Cookham on Friday, February 28.
The Pitch is a nationwide competition designed to recognise and reward the marketing talent of the future. The top three teams will be invited to attend CIM’s Marketing Excellence Awards 2020 later this year, sponsored by Lidl.
Entrants had to come up with a marketing communications plan to publicise Lidl's progress in reducing its plastic packaging ahead of its target in 2022, whilst also encouraging customers to reduce their own plastic use.
Eugene Pam and Dipanjan Paul, in the first Chester team, devised two innovative campaigns; Marine Giants and Go Greener. After extensive research into the Lidl brand they developed their first idea, the Marine Giants campaign, to help garner public support by commissioning artists to create giant sculptures of a whale, turtle, coral and a fish in four major city stores from recyclable plastic donated by the public.
Dipanjan, studying Marketing Management and Business Management and from Gariahat in India, said: “The Marine Giants campaign would be a statue made from deposited plastic. It can be likened to the 'Knife Angel' that was displayed in Chester, or the Fish Sculpture, Moby, which was recently put up at our Parkgate Road Campus, where students and staff can leave plastic bottles inside the frame. This would primarily seek to drive engagement, create awareness and initiate word-of-mouth. This campaign would go on for the first year.
“The Go Greener campaign is a screen that will be placed outside major Lidl stores that will show a colourless globe. As Lidl gradually fulfils its sustainability goals, the globe will slowly gain colour. It will help customers visualise Lidl's progress and might encourage them to be 'a part of the process'.
“The judges' feedback echoed that they generally loved the idea which is fantastic. I am really excited for February 28 and want to make myself and the University proud. I am sure it will be a great learning and networking experience for me.”
Eugene, studying Marketing Management and from Manchester, added: “I'm really proud to have reached the final of The Pitch and I'm looking forward to going to the competition and presenting the idea of the Marine Giants, as it's something I've worked hard on and am also passionate about. This is going to be an amazing experience and something that will help build my future career."
L2M are the second Chester team with students Megan Clelland, Megan Davies and Lucy Sherratt. Research into other sustainability focussed marketing campaigns and the Lidl brand led them to focus on a social media campaign that will showcase an emotionally appealing film. This will feature a young child, to really engage with Lidl’s target audience of young families. As well as the film, there will be publicity stunts both in store and online, with the aim of going viral, as well as regular updates using the store’s existing magazine.
Megan Davies, studying Business Management and Marketing Management, said: “It is a big mix of emotions! We were not really expecting to hear anything, so are really pleased to have been chosen. We are excited to be going to the finals.”
Jane Martin, Programme Leader for BA Hons Marketing Management, said: “We are so proud and excited that not one but two of our student teams have been selected for the final of the CIM Pitch. They have worked really hard on this project and have come up with some fantastic ideas. We are looking forward to watching them present their Pitch at Moor Hall and wish them the very best of luck.”