Local Marketing Takes Centre Stage at the 21st L’Oréal - HEC Paris 'Next Billion Challenge' Prize

25 January 2014

The 21st edition of the L’Oréal-HEC ‘Next Billion Challenge’ marketing prize took place on January 10th 2014 on the HEC campus. Students from the Specialised Master in Intelligence Marketing, MSc in Marketing, Major in Marketing (Grande Ecole) and Major in Management & New technologies (Grande Ecole) programmes worked together to create a marketing plan for the Chinese market.

Le marketing local au cœur de la 21è édition du Grand Prix L'Oréal-HEC "Next Billion Challenge"

Modelled on the global strategy deployed by L’Oréal to obtain one million new customers world-wide, which is based on respect for others, the ‘local’ dimension has become essential for marketing. These were the issues which the students were confronted with as part of the 21st edition of the L’Oréal-HEC marketing prize, on the theme : "Clarisonic in China: develop Clarisonic within the Chinese market by designing a new product offer and inventing a digital launch strategy aiming to boost the brand awareness".
The students presented their strategies, in the presence of Jean-Claude Legrand, Group Human Resources Development Director and Eloïc Peyrache, Associate Dean of HEC Paris.

The jury was also made up of the HEC Paris professors who organised the prize: Dominique Rouzies, Academic Director of the ‘Intelligence Marketing’ Specialised Master; Anne-Sophie Bayle-Tourtoulou, Academic Director of the MSc in Marketing and the Marketing Major (Grande Ecole) and; and Julien Lévy, Academic Director of the Management & New technologies Major (Grande Ecole).

They awarded the prize to: Aurélie Morel, SIM; Loïc Bravetti, SIM; Florent Ploujoux, MNT; Charlotte Bertrand, SIM; Scandy Suardi, Major/ MSc; and Fendhuan Sun, Major/MSc.

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