Real-Life Case Competition with Procter & Gamble


As part of a course on “Strategic Branding” 85 Master students of Strategic Management adopted the role of brand consultants and worked on solving a strategic branding problem regarding the P&G brand Ariel.

Based on a thorough analysis, the students had to provide Ariel’s brand management with recommendations on (a) what the brand should stand for in the different markets and (b) how the brand should be developed both from a product and communication point of view.

The three best student groups got the opportunity to present their solution to Procter & Gamble´s representative Verena Kuhn. The Department of Strategic Management and Marketing congratulates the winning team: Vanessa Schmidt, Carmen Sommer, Kai Christian Sommer, Monika Soucova, Alina Sposta.