Ateneo Wins the Philippine Marketing Association’s 2012 Marketing Research Competition

March 01, 2013
By: 
Audrey Ng (4 BS Management Engineering)

The Ateneo de Manila University team emerged as champion in the Philippine Marketing Association’s (PMA) 2012 Marketing Research Competition held last February 16, 2013 at the Philippine Stock Exchange auditorium, as announced during the 22nd Agora Youth Awards Night.   This win makes Ateneo the back-to-back champions for PMA’s Marketing Research Competition. 
 
Emerging victorious was the ADMU team of 6 seniors from the John Gokongwei School of Management (JGSOM) composed of Audrey Ng (team captain), Charmagne Capuno, Miguel Cruz, Edrielle Enriquez, Diego Nepomuceno, and Ryan Tan. This year’s winning team was coached by Ms. Anna Mendiola, the JGSOM Marketing & Law Department chair, and Ms. Aji Espinoza, a lecturer from the JGSOM. 
 
The competition entailed working on an actual live case study that focused on developing a consumer research study for Gardenia.  The competition spanned about three months, from mid-September to mid-December, 2012.  From of a total of 22 schools, 6 advanced into the finals where they were required to present their marketing plan in front of officials from the PMA, Market and Opinion Research Society (MORES), and Gardenia.  The other winners were U.P. Visayas as 1st runner-up and Miriam College as 2nd runner-up.   The JGSOM strategy proved to be a winning proposition as evidenced by its use and further development by Gardenia for their pan de sal line, serving as its main communication message since January, 2013.