Three Universitas Indonesia (UI) students who are members of the Trio Tone won first place after outperforming more than 100 other applicant groups throughout Indonesia at the Andalas National Marketing Plan Competition (ANMPC) 2024. They are students of the Creative Business study program, UI Vocational Education Program: Carissa Tito Eka Febrina, Diki Pratama Putra, and M. Aqil Drajat Ramadhan. The national competition organized by The Management Club of Andalas University was held online from March to May 2024.
Aqil said that the marketing plan idea was developed to answer the case collaborator mission of Tropicana Slim, namely “Product Development in Healthy Lifestyle Based on Creative Economy” to become top of mind in the low-calorie sugar market in Indonesia. Aqil explained, “We developed this marketing plan with playing fields in O+O Experiences, Augmented Services, and Product Innovation. We finalized our new idea in less than a month to create a prototype in the form of VR Experience, Product Development, and content development as our main innovation.”
The solution offered to face the brand and excel from competitors is to maintain Tropicana Slim’s top of mind as the low-calorie sweetener market in Indonesia through FIT Strategy. These strategies are F (Fostering Health Conscious Awareness Throgh Tropicana Slim’s Product Knowledge); I (Integrating Online and Offline Marketing Channels for Tropicana Slim’s Product); and T (Targeting Potential B2B and Media Partnerships for Tropicana Slim’s Product Development). The way to bring this strategy closer to the public is by introducing it through the Glow with Tropicana approach. Trio Tone Team invited millions of people to get involved in living a healthier lifestyle with Glow With Tropicana.
After their final presentation at the Faculty of Economics and Business, Andalas University, on Wednesday (15/05), Trio Tone Team managed to top the list above several other top campuses. “We feel very proud, happy, and relieved because the hard work and effort paid off with satisfying results. Of course, the support from Vocational UI through classroom learning really helped us to achieve this. Several courses are the source of making marketing plans, such as Critical and Creative Thinking, Animation Design and Video, Financial Management, Human Resource Management, Market Research, Human Computer Interface, and others,” Aqil said.
UI Vocational Education Program Director Padang Wicaksono, S.E., Ph.D., expressed his pride in Aqil and his team’s achievement. According to him, their participation in the marketing plan competition became a forum for them to train themselves before entering the industry. The practice-based curriculum implemented by UI Vocational School has proven successful in bringing students to the UI alma mater. “I hope Trio Tone Team will not only be satisfied with their current achievements. I am sure that their determination and consistency in achieving will take them to a higher level, namely at the international level,” said Padang.
