The L 'Oré al Campus Marketing Competition started at 1993 and developed into a global competition from 1997. By the end of the competition in 2007, 27,000 students had participated.
In the competition, a group of economic and business students in grade three or four compete with global competitors under the guidance of the school marketing professor, and design marketing strategies for the future development of a brand through cooperation with communication or design companies. Students have the opportunity to operate the L 'Oré al brand as an international brand manager and design brand-new marketing strategies, including product mix, packaging and communication strategies.
The contest provided contestants with vivid experience in brand management and marketing, realized how to be a real brand manager, and also provided L 'Oré al with the opportunity to discover and recruit creative brand managers. During the competition, participants have many opportunities to get in touch with L 'Oré al's recruitment manager and brand manager.
Since 2000, 22% of L 'Oré al's global management trainees have come from participants in campus marketing competitions, which has reached nearly 30% in China.
L 'Oreal Global Online Business Strategy Competition
L 'Oreal Electronic Strategy Challenge
The L 'Oré al Global Online Business Strategy Competition, which won the "Best Business Game Award in Europe", started on 200 1. At present, it is the only online business strategy competition for college students in the world, and it is also the largest online business strategy competition in the world. Every year, it attracts students from top business schools in the world, including Harvard, Wharton, Northwestern University and INSEAD College in France. Since its establishment, 65,438+030,000 students from more than 265,438+090 schools in 65,438+025 countries and regions have gained real business experience through this competition.
The contest used a well-designed software to simulate the current situation of the international cosmetics market under the new economic environment. Combined with the main elements of commercial competition, each team is allowed to run a virtual cosmetics company on the Internet to compete with other virtual companies on the Internet, and finally rank according to the company's share price. Participants use their professional knowledge and skills to manage and operate an enterprise in a virtual but almost realistic cyberspace, and make all-round strategic decisions on research and development, budget, production, pricing, sales, brand positioning and advertising investment of the company's main products according to the competitive situation.
The whole competition is divided into three stages: the first stage is five rounds of online competition, each round is equivalent to half a fiscal year. At the beginning of the competition, participants will get a series of data about the company and market, including market share, financial situation, product formula and competitors' relevant data. According to these data, participants should formulate a series of business strategies such as R&D, production, marketing and sales. The business strategies of all companies will be fed back to the system software, and the software will automatically generate the relative stock index of each company according to the interactive competition. In the process of competition, team members must adjust their business strategies according to the changes of data provided by the system.
After the first stage, the top 300 teams will enter the second stage, the semi-finals. These teams need to submit a complete business plan and participate in the sixth round of online competition. The two scores add up to the champion team of MBA and undergraduate group in each district.
The third stage is the global finals. At that time, MBA and undergraduate champion teams from all regions will gather in Paris to try to "sell" a company that has been in operation for several years to L 'Oreal. In the final, the contestants will sell their company's selling points to the jury composed of senior leaders and management experts of L 'Oré al Company, be tortured by the jury and compete for the global championship. Members of the global champion team will get a free trip around the world, and the destination will be decided by the winner.
In order to make the simulated business environment more realistic, the 2005 competition also introduced corporate social responsibility as a new decision-making factor for the first time.
The three sections of the whole competition test the ability of the players from three different aspects: the online competition section (1-6 rounds) examines the team spirit and time management of the players, numerical reasoning and the ability to solve specific problems. The business plan mainly tests the players' systematic strategic thinking ability, written communication ability and concise and effective argumentation ability. The final international finals is a test of the contestants' oral expression ability, comprehensive grasp ability and persuasiveness of an industry.
As a global competition, the L 'Oré al Global Online Business Strategy Competition is very creative and practical. On the one hand, it provides the contestants with the opportunity to put their business management concepts and skills into practice, tests their business management and all-round decision-making ability, and also builds a good platform for students from all over the world to communicate and compare with each other.
L 'Oré al Global Online Business Strategy Competition has exerted a wide influence on MBA and college students around the world. Since the first competition in 2000, more than 30,000 students from more than 100 countries and regions around the world have gained real business experience and tested their strategic thinking ability in the global competitive environment. This commercial simulation game has also been directly applied to classroom teaching by business school professors as a part of business and management teaching, which is an important symbol that the academic field recognizes the educational value of this commercial game. In 2006, the European Management Development Foundation awarded L 'Oreal the qualification of "Learning Technology" (CEL) in the global online business strategy competition. This certification confirms that the L 'Oré al Global Online Business Strategy Competition is an outstanding management education project, and it is the recognition of the competition as a high-quality management teaching tool, and its educational added value has been recognized by authoritative educational institutions for the first time.
At the same time, this game has also become the most creative recruitment tool recognized internationally, setting a successful example for the recruitment model of multinational companies. Through the first six competitions, more than 230 players have joined L 'Oré al's companies around the world.
Since the tournament was introduced to China in 2002, China students' enthusiasm for participating in the tournament has been rising, and their achievements have attracted more and more attention. After university of international business and economics and Fudan University won the second and third place in the world in non-MBA group and MBA group respectively in 2004, university of international business and economics JIS team won the global championship in non-MBA group in 2005, becoming the first China team to win the global championship in this competition. In 2006 and 2007, the team from the University of Science and Technology of China and the team from Shanghai Jiaotong University successively won the non-MBA competition in that year and entered the international finals.
Some of my views are for your reference:
Students in charge of this competition may be exposed to more. It is recommended to read more books on marketing, e-commerce and human resources (it will be useful when forming a team). If you are really interested, it is estimated that you have to work hard. After checking the information, we can see that the players in our China Division are not bad. Anyway, come on ~ ~