As part of an interdisciplinary case study prepared in partnership with Ferrero, a group of PGE first-year students were invited to the company's headquarters to present their findings. Jean-Baptiste SANTOUL, the programme's sponsor, was in attendance to discuss their vision of the brand's chocolate products.

“Identify the key global issues involved a product launch and come up with a practical response to a specific problem encountered by the company.” This is the problem the School's Master in Management students had to deal with for their practical case study with Ferrero.
“Generally, we didn't know each other and so we had to quickly learn to work together. Then, over a very short time period, we had to come up with a solid piece of work focusing on three areas. First, an accounting section addressing the sales forecasts for a new Ferrero biscuit. Then, on a marketing level, we carried out both an internal and external market study to establish the positioning of the brand's new product. A third aspect concerned innovation and meant we had to propose another product that would respond to a problem we had found. Finally, on the legal aspect, a particular focus was placed on the contract between the company and the various stakeholders,” the PGE students explain.

At the end of a first round of selection, 12 teams were invited to present a video lasting several minutes outlining their marketing proposals. A challenge that would lead to one of the groups being selected to create an advertisement that plays on children's emotions, which is typical of the brand's approach.

“This really adds a realistic dimension to our curriculum”