ANDERSON MARKETING STUDENTS WIN NATIONAL CADILLAC CASE STUDY COMPETITION FOR SECOND YEAR IN A ROW
June 1, 2006
The Anderson School MBA team includes students Pedro Bonano, Logan Hall, Denisse Olivas, Melissa Valles, Patricia Plichta, and Joseph Weiss, and is mentored by Anderson Lecturer John Benavidez and Assistant Professor Catherine Roster. The project was conducted as part of Benavidez’s Marketing Communications Management class.
In 2005, the Anderson School MBA team won the competition with their plan to market Cadillacs to two distinct segments of baby boomers, beating out teams from American University, UCLA, Tulane University, University of Mississippi, Rensselaer Polytechnic Institute, University of Iowa, and others.
This year, UNM’s task was to research women aged 35 and older to better understand their beliefs and attitudes about Cadillac and Escalade. The UNM team conducted a national online research study. Using this research, the students then developed a marketing communications plan to engage their target audience using communication tools above and beyond traditional advertising. The team beat out projects from Indiana University, Hawaii Pacific University, Loyola University Chicago, Clemson University, and Cal State LA, among others.
“Women make up the majority of car buyers, even though most car companies don’t seem to target the female market. Our secondary research told us that women research and buy automobiles despite the traditional marketing, not because of it,” says team member Logan Hall.
“The team’s survey work told them that women respond better to campaigns that help them to develop relationships with brands through personal experiences. Also, women prefer messages that are relevant to their own lives. The UNM campaign focused on three specific life cycle stages: the single professional woman, the married woman, and the empty nest woman,” says Benavidez.
The 2006 Cadillac National Case Study Competition is hosted by EdVenture Partners and challenges students to answer analytical questions and situations of interest regarding Cadillac’s brand positioning, communication strategy, and current strategic situation.
"I must congratulate and acknowledge the business students of the Robert O. Anderson School of Management at the University of New Mexico,” says EdVenture Partners CEO Tony Sgro. “To win the Cadillac National Case Study Competition once is impressive. To win the Cadillac National Case Study Competition for a second time, a repeat, given the hugely competitive field of top-flight campuses that participated in this nationwide, intensely demanding program is impressive. It only serves to confirm the educational rigor and excellence of the university, and the dedication and desires of its faculty to offer UNM students the opportunity to solve a real-world marketing challenge for a real client."
EdVenture Partners (EVP) develops industry-education partnerships utilizing unique curriculum-based, peer-to-peer models. These programs provide students with full-time personnel support and resources to implement student designed marketing techniques. Founded in 1990, Orinda, California based EVP has already exposed 40,000 students to their unique programs. EVP is the only marketing consultancy in the United States that brings together educators, students, clients and their channel partners for mutual collaboration, partnership and benefit. All EVP designed programs provide the opportunity for students to apply academic theory to real-world situations, thereby leveraging student minds in addressing client goals and objectives. For more information on EdVenture Partners, please visit www.edventurepartners.com.
The Anderson School of Management at the University of New Mexico is dedicated to excellence in professional management education. At the Anderson School, faculty, staff, and students are committed to shaping the intellect and character of the next generation of business leaders, advancing the knowledge and practice of management, promoting economic development, and building a vibrant intellectual community that serves the highest and best interests of all our stakeholders.
The School was founded in 1947 and now offers more than a dozen concentrations at the BBA and MBA levels and is accredited by the Association to Advance Collegiate Schools of Business in the top 20% of business schools in the nation. The School is funded by the State of New Mexico and further support is generated by The Anderson School of Management Foundation. For more information, the public can visit www.mgt.unm.edu, email firstname.lastname@example.org, or call (505) 277-6471.
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