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April 2, 2024
Print | PDFThe Lazaridis Integrated Case Exercise (ICE) once again served as a platform for budding business leaders to demonstrate their knowledge and innovative thinking. Hosted by the Lazaridis School of Business and Economics at Wilfrid Laurier University, third-year Bachelor of Business Administration (BBA) students showcased their solutions to a real-world business challenge posed by Liquid I.V., a brand under the Unilever umbrella.
The Winter 2024 ICE, a cornerstone of the Lazaridis BBA program, asked students to develop a comprehensive six-to-eight-month market plan for Liquid I.V., aimed at bolstering market share and revenue in the Canadian hydration beverage market.
With 100 teams starting in their third-year business labs, four teams were selected to present their solutions to the Unilever panel of judges on Friday, March 22, 2024.
Case writer and Lazaridis professor, Hari Stirbet, worked with Liquid I.V. to capture the essence of their goals - to accelerate adoption and appeal to a diverse consumer base. Students were then challenged to delve into market analysis, consumer behavior, and strategic partnerships.
After rigorous evaluations, four finalist teams emerged, each presenting their unique solutions to a panel of judges from Unilever. Thank you to judges Tyler Brown (BBA ‘12), senior manager, Customer Development; Julia Boccadoro (BBA ‘18), associate brand manager, Dove; Ben Graham, associate director, Health & Wellbeing; Courtney Dodds, brand manager, Liquid I.V.; and Harsh Pant, senior brand manager, Hellmann’s
First to present was team 48 Clear Waters Consulting , comprised of students Harpan Brah, Kiara Fathi, Rahul Kapoor, Ethan McBain, Lorelai Piekosz, Ethan Simoes, Keara Zante. Their proposal, targeting millennial and Generation Z consumers, emphasized maintaining a premium pricing strategy while launching a captivating #hydrateyourmoment marketing campaign. They suggested this campaign could be endorsed by celebrity investors Justin and Hailey Bieber, who are connected to the brand through U.S. marketing campaigns. The teamalso proposed hydration stations at strategic locations and events to fosteri community engagement and education.
Next up was team 77 Vital Flow Consultants Andrew Baichan, Andrew Daywalt, Jason Howell, Madeleine Malesich, Priyanka Padhiar, Quinn Scott and Hannah Vosper distinguished themselves with a multifaceted campaign addressing consumer dehydration concerns through strategic partnerships with prominent brands like SunBum, Clif Bar, and Advil. Their campaign targeted specific consumer segments based on hydration needs, promising significant growth and brand partnerships across various categories.
The third team to present was team 95. Students Yatin Batta, Andrew Dick, Che Jayawardena, Dimitri Manolopoulos, Tarin Passingham, Ali Shaaban and Allison Weiner focused on compliance with Canadian standards and understanding consumer preferences. Their proposal centered on a targeted airport campaign entitled #HydrateYourJourney and strategic vending machine placements. Leveraging QR code engagement and consumer data collection, their approach aimed for significant market penetration and consumer education.
Lastly, team 84 was Fresh Perspective Solutions who positioned themselves as advocates for sustainability and social responsibility. Students Jakob Beck, Danielle Dobbs, Dylan Jenkins, Emily Marchelletta, Kush Patel, Jay Shah, and Dolan White recommended introducing a variety pack and strategic partnerships with major retailers like Sobeys and Loblaws. They included a charitable component to their recommendation, and the commitment to supporting Water First initiatives resonated with judges and consumers alike, reflecting a deep understanding of Canadian values, and Liquid I.V. as a case company. In an unexpected turn of events, the Unilever judges congratulated the team for their understanding of the brand, as they announced a partnership with Water First, which was announced the same day as the finalist presentations.
Chima Mbagwu, associate dean of Undergraduate Business Programs and BBA program director, commended the students for their outstanding presentations, emphasizing the rigorous process they underwent to reach the finals. Each team showcased innovative solutions tailored to the unique challenges posed by Liquid I.V.'s market expansion goals.
After deliberation, the Unilever judges announced team 77, Vital Flow Consultants, as the winning group. Their comprehensive approach and innovative campaign strategies impressed the judges and demonstrated a deep understanding of consumer needs and market dynamics.
Unilever’s Associate Director, Health and Wellbeing, Ben Graham told those in attendance: “I want to start by saying thank you to everyone. I’ve never been to Laurier before but the facility, the people, the hospitality has held up to the high standards I’ve been told about. Thank you for being great partners. Thank you to all the students – I was really, really impressed by all the ideas, and the presentations in particular were really strong. Everyone should be very impressed with themselves – you've all got really bright futures ahead of yourselves.”
Lazaridis ICE continues to serve as a testament to the ingenuity and talent of future business leaders, fostering a culture of innovation and strategic thinking within the Lazaridis School community. As team 77 celebrates their victory, we are proud of all ICE participants, past and present, and the legacy of Lazaridis ICE for our BBA students.