Kilts Center Marketing Case Competition
The Marketing Case Competition helps students hone essential skills in marketing, management, and consulting. Students get hands-on experience in brand management by using Nielsen and other consumer data to tackle a real-world marketing challenge for a sponsoring company.
Student teams develop innovative marketing and growth strategies that they pitch to a panel of judges comprising faculty and senior-level executives. The winning team often gets to see its pitch come to life in the sponsoring company’s marketing efforts.
The Case Competition takes place annually during the Fall quarter. Check back during the fall for updates.
2021 Competition Highlights
Whirlpool selected seven teams to compete in the 2020 Marketing Case Competition, tasking them with enhancing Whirlpool’s app for smart washers and dryers. On the presentation day, teams pitched their best ideas to Chicago Booth faculty and staff as well as to Whirlpool executives, including COO Joe Liotine, ’03, CFO Joe Lovechio, ’02, and Senior Marketing Manager, Laundry Strategy and Innovation, Heather Hellmuth, ’17.
The judges awarded third place to Maddie Brock, Jennifer Li, and Stacy Weng, who comprised the Smart House team. Judges were impressed by their recommendations, which were founded in the consumer decision journey and how they brought consumer personas to life.
Second place went to Fawn Bradshaw, Pierre Leconte, Runi Penmetsa, and Jaqueline Yen Sanches of the Solution Squad. They stood out thanks to their holistic approach to consumer and shopper segmentation, unique ideas, and clear understanding of the recommendations.
Taking home the top prize was Team Home 2.0, featuring Luke Birch, Sho Lin Chen, Mouad Ibno Bachir, and Lesley Ihionkhan. The group immediately impressed the judges with their executive summary, and went above and beyond with their understanding of met and unmet needs, their research of contemporary trends, and how they packaged the problem statement and their recommendations.