ESB students reach final round in P&G challenge

ESB Business School Students successfully participated in the European Marketing Challenge contest of Procter&Gamble and made it to the finals.

„P&G&U“ is a business challenge for Junior Students from all around Europe organized by the renowned consumer goods company Procter&Gamble. The participants were given the possibility to discover the world’s biggest shaving brand “Gillette” and to learn about consumer habits. Then based on these insights, they had to come up with a unique business plan for a new product innovation. During the whole project the teams worked closely with P&G managers, who supported them throughout the challenge.

The team from the IB Study Program of the ESB Business School, which participated in this competition, succeeded against international competition. With an almost perfect score of 49 out of 50 points Gyde Gilgen, Gabriela Groos, Arne Junker, Theresa Rais and Tuan Tran were ranked number one and made it to the finals. It was no easy task that the five Students had to face. It all started with a short online briefing with the P&G European Headquarters in Geneva. During this internet conference the team got informed about the company P&G itself and received their first task: Where do you see the market opportunity for Gillette and why? Is it a new product, a new service or maybe a new technology? During many hours of brainstorming, rigorous market analysis involving surveys as well as expert interviews and intensive business planning and the five students developed – supported by Prof. Rennhak – an innovative concept: A razor with integrated capsules containing shaving foam. The concept convinced the jury at P&G and brought the five IB students to the finals.