Mark Up Project : One challenge, raise brand awarness for the brand Athena Secret de Beauté

On Tuesday, March 22nd, the two professors Cédrine Joly and Paul Chiambaretto, supervisors of the Mark Up project, presented the project to 560 students in the first year of the Montpellier BS Master Grande Ecole Programme. Their goal is to work in group, on a real business problematic and apply what they have learnt in their strategic and operational marketing courses. They only have 3 days to make written recommendations to the Eminence Group, partner of the project, before presenting them during a showroom on the 19th of April.

After Orchestra and Dell, it is Eminence, partner of Montpellier BS, who will get valuable advices from the French and international master’s students! This educational project launched in 2013 aims to show the global scope of the B to B or B to C marketing function, thanks to a real business problematic given by one of our partner. La Poste Group Business is also part of the project as they give advices on non-media solutions.

This year the problematic, which was designed by Madame Isabelle Brunet, Brand Director of Athena Secret de Beauté is global. It calls for our students’ creativity and is focused on the women segment of the underwear brand. « Athena is best known for its men segment. Eminence now relies on the creative ideas of the students of Montpellier BS to develop this new segment dedicated to women », she says.

The professors coached and reminded the students the objectives and constraints of the project. « The brand has been completely repositioned for its 2016 spring/summer collection based on a "non-media" strategy. It is aimed at a reduced target and its goal is to attract the consumer », said Professor Cédrine Joly.

« Coaching 56 groups including normal, apprenticeship and international students who were mixed in order to foster diversity is a real challenge and a real pleasure. Creating mixed groups boosts creativity and stimulates innovative ideas. They will also present their work in a showroom organized the 19th of April. A jury composed of members of the partner companies and Montpellier BS will choose the best group », says professor Paul Chiambaretto.

Montpellier Business School, its professors and the students thank Eminence and La Poste, partners of the 2016 Mark Up Project and look forward for the results on April, 19th!