WINNER: SAP & Mars University Challenge Case Competition
Overview
In 2021, I was awarded first place in the SAP + Mars University Challenge product management case competition.
I led a team of MBA students at UC Irvine Merage School of Business and beat 71 competing teams, winning on product concept originality, viability, and potential impact.
☝️ Click the carousel for a look at the winning pitch deck! 👆
☝️ Click the video for a quick overview of the product! 👆
Challenge
Mars wants to understand its customers better, specifically potential Millennial and Gen Z customers.
Using technology, propose a new product that can benefit both SAP and Mars, and allow Mars to learn more about younger audiences and address their needs through both online and digital retail experiences.
Solution
SAP SoMa (Social Manager): A one-stop shop social media management tool that integrates with TikTok and other platforms.
Allows users to plan, format, manage, and schedule content release for social campaigns.
SAP Marketing Cloud-powered analytics allows users to easily and quickly understand audience insights.
Integrate with and scale across SAP products as an additional value-add for customers, and new revenue center for SAP.
Results
Awarded 1st place out of 71 international team submissions.
Estimated $74M annual revenue to Mars through TikTok influencer marketing efforts alone, if SoMa formally launched.
300+ SAP products for which SoMa can be an add-on upgrade.
DELIVERABLES
Prototype Plan
Product Roadmap & Storyboard
Primary Market Research
Lean Canvas
Customer Personas
Audience Segmentation
Video Proposal & Live Presentation
Competition Criteria
Click the slideshow below for a more detailed description of the case criteria.
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Copyright Sean Wood, 2022