The Kaphibara team from the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM), secured third place in the 2024 Marketeers Innovation Challenge (MIC).
The team consists of five undergraduate Management students from the class of 2022: Audrey Valensya Nabilla, Ayu Rahmi Widianarsi, Annisa Mayza Jasmine, Alifa Talitha Tsaqif Ramadhani, and Metta Varent.
They competed against 113 teams from universities across Indonesia during the competition, which was held on Dec. 16, 2024, in Jakarta.
Alifa Talitha Tsaqif Ramadhani explained that all competing teams were required to submit case study solutions as proposals. The organizers then selected the top 10 teams to present their proposals in the semi-finals, which were conducted online.
Following this selection process, the top three teams were chosen to compete in the finals held in person.
“We are incredibly grateful and happy to have reached this point,” Ramadhani shared on Thursday (Jan. 16).
Reflecting on their achievement, Ramadhani emphasized the extensive brainstorming and hard work required to reach this milestone.
She expressed gratitude for the accomplishment, particularly because the competition is a prestigious national-level business case challenge featuring 114 exceptional teams with outstanding ideas.
In the competition, Ramadhani explained that the teams were tasked with designing strategies to strengthen Jiniso’s position as Indonesia’s leading unisex jeans brand.
The primary focus was on creating an integrated customer experience across various sales channels, both online and offline, while enhancing brand awareness of Jiniso’s transformation into a unisex brand.
Additionally, teams were required to propose creative branding campaigns that addressed consumer needs and improved Jiniso’s competitiveness in the local fashion market.
“The proposed omnichannel approach needed to address consumer demands by providing easy access to products, information, and services anytime and anywhere,” she elaborated.
Rokhima Rostiani, the team’s faculty advisor, highlighted the challenges the team faced on their journey to the finals. Beyond delivering innovative and relevant solutions, the team also had to manage overlapping schedules with final exams.
“Thankfully, the team overcame these obstacles and achieved this remarkable result. This achievement was also made possible by the faculty’s support, including providing facilities for the in-person final presentation and mentoring from faculty members,” she said.
Rostiani expressed hope that the Kaphibara team from FEB UGM would continue contributing and creating innovative solutions for Indonesian industries within and beyond the competition. She also viewed this success as a gateway to new opportunities and future achievements.
Reporters: FEB UGM/Orie Priscylla Mapeda Lumalan & Kurnia Ekaptiningrum
Author: Agung Nugroho