L’Oréal Brandstorm Competition 2013

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Assumption University. Martin de Tours School of Management and Economics
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L’Oréal Brandstorm Competition is marketing competition organized by L’Oréal Company every year for university students to propose new innovative product and marketing strategy for brands under L’Oréal Company.

The competition in May 2013 has started since October 2012 for student registration. The competition had 2 steps, which are pre-case study and case study.

During pre-case study, about 100 students participated and needed to analyze the current products of L’Oréal Paris brand and hair care market. The students are required to identify the competition, target market, distribution, and promotion strategy of the brand. In addition, the students must show understanding the consumers’ needs in ASEAN region, by focusing on 15-35 year-old demographic. Finally, each team of 3 students is required to propose a strategic recommendation with launching new product or a product range to impact the target market.

During the pre-case study, the internal round competition in Assumption University has been organized to select the qualified teams to L’Oréal Company. After the internal round screening, there were three qualified teams and their reports were submitted to L’Oréal Company. There were totally nine teams selected from Chula University, Thammasat University, Mahidol University, and Assumption University to present pre-case to the company on 20th February 2013.loreal13-03After the pre-case presentation, 5 selected teams went to the national final round to do the case study (the second step of the competition). 5 of them included Lethal Ladies from Thammasat University, HAIRILICIOUS from Thammasat University, Woohoo from Thammasat University, Brandominance from Mahidol University, and Paradox from Assumption University.

For the case study (National final round), the students are required to develop product innovation for the ASEAN zone, define a strategic marketing mix, and plan integrated launch strategy for the first 6 months and for the next 2 years. The reports and presentations are required for students.

The national final round presentation was organized on 10th May 2013 at Le Meridian Hotel at 1.00 – 6.00 p.m. The judges were the top executives from L’Oréal Company. Each group could present only 15 minutes and 5 minutes for Q & A.

The winner is Woohoo group from Thammasat University. The 1st runner up is HAIRILICIOUS group from Thammasat University, 2nd runner up is Brandominance group from Mahidol University, and 3rd runner up is Lethal Ladies group from Thammasat University and Paradox group from Assumption University which advised by A. Tuangporn from Department of Marketing. The name lists of team members as representative for AU are:
Mr. Tawan Wetayavigromrat (Finance and Banking Major)
Ms. Waritsara Juntarima (Marketing Major)
Ms. Varatavee Trivongwatana (Marketing Major)
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