Massey Student Team Runner-up in Prestigious National Brand Challenge Competition

The National Brand Challenge competition is a key initiative of the Marketing Association of New Zealand. The initiative was launched for the second time on 16 August 2014. The competition provides the participating students (undergraduate and Honours) with an opportunity to apply their theoretical knowledge to a practical, real-life business case. 

This year the case was provided by the New Zealand retailer Farmers. The case involved the formulation of marketing strategies, tactics and marketing initiatives for Farmers to apply for strengthening their position amongst the under 30 year old segment in New Zealand.  

All New Zealand Universities were invited to send their top marketing students to the National Brand Challenge competition that was held. The Massey team included four top CJM students: Ally Blake, Nicole Elliott, Sara Jack and Kimberley McLean. The students’ backgrounds reflected the multidisciplinary nature of the School of Communication, Journalism and Marketing. The team was supervised by CJM Professor Leo Paas.

The Massey team gave a strong presentation, described by the panel of six judges as a robust piece of work providing ample practical opportunities for improvements for Farmers. The presentation resulted in the second place for Massey in the National Brand Challenge Competition, ending just behind University of Otago.

The team was the only team to be invited by the Farmers representative on the panel, to discuss the application of their suggestions. The students, backed with the knowledge that they have gathered during their studies at Massey, potentially support some impactful changes of the Farmers brand and stores. We can all expect to see more youngsters at Farmers in the near future!

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