If you’re coming from a business school or have partaken in an undergraduate degree in management of any sort, perhaps you would be familiar with the arduous marketing classes required to meet your units. Countless sleepless nights doing papers, analyzing statistics, or reading up on concepts and methodologies are all done to ultimately perform one thing: selling a particular product. Toyota seems keen on realizing the talent of the youth when it comes to marketing, because for their first inaugural event Toyota have held their Young Marketeers Challenge (TYMC) as a way for students to test their marketing mettle against other universities.
The subject of this competition would be finding a way to further market Toyota’s most sellable product: the Toyota Vios. Teams from top universities were called to create a marketing strategy that would further make the ubiquitous vehicle sellable to its target market. With finalists from top universities being announced last month, ten universities were given the opportunity to make a final pitch to see who would come up with the best idea. Emerging from the brainstorm of it all would be a team of four students from University of the Philippines Diliman. William Alonzo, Samantha Ching, Hanna Laurel and Nathan Oranga were awarded with top marks from Toyota Motor Philippines (TMP) – inclusive of a trip to Japan for the whole team.
"We prepared for TYMC by doing a lot of research on the current automobile landscape and even holding Focus Group Discussions on perceptions of different cars," said team member Samantha Ching. "We focused on following the consumer journey and drilling down a unique insight. Additionally, we scrapped a lot of our ideas when we‘d feel that we were only settling. Eventually, we arrived at a campaign that we were proud to show Toyota." The team from the state university was keen to acknowledge that they were not exactly familiar with the automotive industry in general, yet this did not stop them from employing what they have learned to make a marketable pitch. "Entering the competition, we were humble enough (to acknowledge) that the automotive industry is not our forte, moreso, relatively new to us. Given this, we really spent 4/5 the time given just to talk to people, and look for research and data that are relevant; and I think this intensive study helped us crack our strategy, all the way down to our executions and conclusion," said Hanna Laurel
The TYMC, according to TMP President Satoru Suzuki, “is a platform to share with young people, the experience and learnings beyond the classroom.” And with the success of this inaugural event, we can expect more youth-centric events from TMP in the years to come.