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Marketing students named among top 15 in the U.S.

January 24, 2014

The American Marketing Association Student Case Team at Loyola University New Orleans was named among the top 15 in the nation as a semi-finalist in the 2013-14 American Marketing Association Collegiate Case Competition, sponsored this year by the Hershey Company. Loyola's chapter, which developed a marketing campaign for Hershey’s Take 5 candy bar, will receive a certificate of achievement at the International Collegiate Conference in New Orleans this April.

The American Marketing Association Case Competition is a yearlong student challenge to develop a marketing strategy on behalf of a sponsor. Students on Loyola’s team included Angela Book, Annie Hills, Zoe McCormick, Eddy Ruiz, Rashi Sharma, Emily Tastet, Kate Trotter and Kristi Weston. Ashley Francis, visiting assistant professor of management, served as the team’s adviser. While some schools had 30 or more students working on the case, Loyola’s small team of eight still finished with impressive results in the competition.

Hershey invited participants to develop a comprehensive re-launch campaign for its Take 5 candy bar, which generates only $20 million per year, compared to the $364 million for the company’s Reese’s Peanut Butter Cups. Chapters were asked to address consumer segmentation, product positioning, product distribution and marketing promotion, including plans for social media, all with a $10 million budget.

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