Marketing Strategy Competition

Sophie and I had the opportunity to compete against 49 other teams in a Marketing Strategy Competition. The competition we designed so that each team had exactly 20 minutes to read the case and prepare a presentation to pitch to a board of judges that included representatives from the country as well as AMA faculty. The presentation had to be under 7 minutes long with no visual aids and then there was a three minute question and answer period at the end. Although this was stressful and challenging, it was a rewarding experience that allowed us to take what we learned in the classroom and apply it to a real world case study.

The case stated that we had to propose a marketing plan for eBay to target the millennial generation. After being given a few short paragraphs describing eBay and some statistics of their current makers we were instructed to create a plan addressing the four Ps of marketing. Our proposal was to create a series of viral videos that would be targeted at the millennial generations. We suggested viral videos because they were short, memorable, and attention grabbing. Furthermore, they could be launched on social media sites such as Facebook and twitter because millennials use social media to procrastinate doing work and also while walking to and from classes. Additionally, these videos are relatively cheap to create and would not use up a large portion of eBay's overall marketing budget.