SDSU Student Team Wins First Place in Cadillac Case Competition
Graduate business students travel to Detroit to pitch their ideas for the 20-something market at GM headquarters
CONTACT: Shelley Herron
SDSU College of Business Administration
Phone (619) 594-4501
[email protected]
SAN DIEGO, May 11, 2004 -- Four graduate students from the San Diego State University (SDSU) College of Business won first place at the national level of the Cadillac National Case Study Competition May 7. The students earned a chance to pitch their marketing ideas to Cadillac executives after placing in the regional competition last month.
Cathy Karaguez, Jimmie D'Ann Owen, Dana Weiss, and Jennifer Windrum presented their ideas on how to market to Generation X and the Millennial Generation to Cadillac's General Manager, Director of Advertising and Sales Promotion, Marketing Director, and Chemistri's (Cadillac’s ad agency) Account Directors.
The graduate student team submitted a marketing proposal in March to Cadillac as part of the national competition. The top two schools were then selected and invited, on an all expense paid trip, to present their marketing plans at the GM headquarters.
After beating schools including UC Berkeley, UC Irvine and the University of Virginia in the initial round of judging, San Diego State competed for first place in the MBA level competition against Tulane University.
Cadillac challenged students to help make its brand positioning as the "standard of the world in luxury" relevant to Generation Xers and the Millennial Generation. To accomplish this task, the SDSU team conducted personal interviews and an online survey of 200 car buyers to learn what these generations feel are standards of the world in luxury.
After analyzing the survey results, the team then created a marketing plan that details specific advertising, sponsorships, alliances, website, and grassroots programs to reach the target generations.
The two marketing programs for Generation Xers and Millennials have the consistent message, “Cadillac, when you know you’ve made it!”
The Generation X marketing program includes sponsorships of television shows such as "The Apprentice," as well as sporting events, the New Year’s Eve party in Times Square, and NYC/LA marathons. Alliances with prestigious, stylish, and successful brands include offering special edition Cadillacs with interior designs by Gucci, Prada, or Coach.
The students’ millennial marketing program combats Cadillac’s stodgy image with up-and-coming athletes, humor and music, celebrities like Will Smith, and aligns the brand with MTV. The proposed sponsorships include MTV’s “Real World/Road Rules Challenge,” “Choose or Lose, 20 Million Loud,” “American Idol” and “Miss America.”
The team participated in the competition in conjunction with SDSU’s Seminar in Marketing Research course taught by Marketing Professor. Don Sciglimpaglia.
Sponsors of the competition were EdVenture Partners and Chemistri.
About the SDSU College of Business
The SDSU College of Business is one of the largest business schools in the U.S., with over 6,000 students. Its programs in undergraduate international business and graduate entrepreneurship are ranked among the top programs in the country by U.S. News & World Report. SDSU is the oldest and largest institution of higher education in the San Diego region. Founded in 1897, SDSU offers bachelor's degrees in 79 areas, master's degrees in 67 and doctorates in 14. SDSU's nearly 34,000 students participate in academic curricula distinguished by direct contact with faculty and an increasing international emphasis that prepares them for a global future. For more information log on to www.sdsu.edu.
source
Graduate business students travel to Detroit to pitch their ideas for the 20-something market at GM headquarters
CONTACT: Shelley Herron
SDSU College of Business Administration
Phone (619) 594-4501
[email protected]
SAN DIEGO, May 11, 2004 -- Four graduate students from the San Diego State University (SDSU) College of Business won first place at the national level of the Cadillac National Case Study Competition May 7. The students earned a chance to pitch their marketing ideas to Cadillac executives after placing in the regional competition last month.
Cathy Karaguez, Jimmie D'Ann Owen, Dana Weiss, and Jennifer Windrum presented their ideas on how to market to Generation X and the Millennial Generation to Cadillac's General Manager, Director of Advertising and Sales Promotion, Marketing Director, and Chemistri's (Cadillac’s ad agency) Account Directors.
The graduate student team submitted a marketing proposal in March to Cadillac as part of the national competition. The top two schools were then selected and invited, on an all expense paid trip, to present their marketing plans at the GM headquarters.
After beating schools including UC Berkeley, UC Irvine and the University of Virginia in the initial round of judging, San Diego State competed for first place in the MBA level competition against Tulane University.
Cadillac challenged students to help make its brand positioning as the "standard of the world in luxury" relevant to Generation Xers and the Millennial Generation. To accomplish this task, the SDSU team conducted personal interviews and an online survey of 200 car buyers to learn what these generations feel are standards of the world in luxury.
After analyzing the survey results, the team then created a marketing plan that details specific advertising, sponsorships, alliances, website, and grassroots programs to reach the target generations.
The two marketing programs for Generation Xers and Millennials have the consistent message, “Cadillac, when you know you’ve made it!”
The Generation X marketing program includes sponsorships of television shows such as "The Apprentice," as well as sporting events, the New Year’s Eve party in Times Square, and NYC/LA marathons. Alliances with prestigious, stylish, and successful brands include offering special edition Cadillacs with interior designs by Gucci, Prada, or Coach.
The students’ millennial marketing program combats Cadillac’s stodgy image with up-and-coming athletes, humor and music, celebrities like Will Smith, and aligns the brand with MTV. The proposed sponsorships include MTV’s “Real World/Road Rules Challenge,” “Choose or Lose, 20 Million Loud,” “American Idol” and “Miss America.”
The team participated in the competition in conjunction with SDSU’s Seminar in Marketing Research course taught by Marketing Professor. Don Sciglimpaglia.
Sponsors of the competition were EdVenture Partners and Chemistri.
About the SDSU College of Business
The SDSU College of Business is one of the largest business schools in the U.S., with over 6,000 students. Its programs in undergraduate international business and graduate entrepreneurship are ranked among the top programs in the country by U.S. News & World Report. SDSU is the oldest and largest institution of higher education in the San Diego region. Founded in 1897, SDSU offers bachelor's degrees in 79 areas, master's degrees in 67 and doctorates in 14. SDSU's nearly 34,000 students participate in academic curricula distinguished by direct contact with faculty and an increasing international emphasis that prepares them for a global future. For more information log on to www.sdsu.edu.
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