A team of UGM Faculty of Economics and Business (FEB UGM) students secured the 2nd Runner-up category in the Marketing Plan Competition at EURECA 2024, organized by Prasetiya Mulya University on April 25-26 in Jakarta.
The FEB UGM team, named ASA, consists of Apriana Vika Vianbara, Adzra Aurellya Firdhausya, and Salsabila Qatrunnisa Balqis.
The EURECA 2024 competition, themed “Radiance” and with the slogan “Radiating Entrepreneurial Luminescence,” had two categories: the Business Plan Competition (BPC) and the Marketing Plan Competition (MPC).
In the MPC they participated in, the theme revolved around premium cat food as a case study. Apriana Vianbara shared how she learned that marketing is not just about how viral a product becomes but how accurate, effective, and the value conveyed to the buyer.
“We interacted directly with marketing practitioners and received training through coaching and talk shows,” Vianbara told reporters on Monday (May 20).
Vianbara said the ASA team designed a comprehensive marketing strategy to promote the product in various ways, targeting Generation Z and office workers who own cats.
“We designed the strategy based on awareness, appeal, ask, act, and advocate,” Vianbara explained.
Adzra Firdhausya described the stages of the MPC EURECA competition, which included the proposal submission and announcement of the top 15, followed by the grand opening in Jakarta.
Adzra Firdhausya that the business race is unique to this competition, and a five-minute rocket pitch would determine the five teams that advance to the final presentation.
“I am happy to have won this competition because it is the fourth time I have participated, but I have never won. I am grateful that this year I finally succeeded,” said Firdhausya.
Arizona Mustikarini, Head of the Career and Student Development Unit (CSDU) at FEB UGM, stated that FEB UGM is committed to nurturing future leaders in economics and business to develop aspects of sustainability.
The faculty will continue facilitating its students in national, regional, and international competitions.
“The faculty also supports the team through competition permits and reimbursements if they win,” she added.
Author: Dita
Editor: Gusti Grehenson