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UP Virata School of Business wins the 1st Toyota Young Marketeers Challenge

posted Oct 17, 2019, 12:15 AM by Zike Baoy


UP Virata School of Business students won the very first Toyota Young Marketeers Challenge held in the Grand Hyatt Manila in Bonifacio Global City on 8 October 2019. The team won the championship trophy, individual medals, a trip to Japan, a 2018 Macbook Air, and Php250,000. The team bested nine (9) finalist teams from different schools all over the Philippines. 

The Toyota Young Marketeers Challenge is the flagship student marketing competition of Toyota Motors Philippines. The tilt required business students to come up with an integrated marketing communications (IMC) campaign for the Toyota Vios targeted towards Filipino millennials. The team’s campaign – Toyota Vios, Simply Driven – closely tracked and followed the consumer journey of the newest breed of car purchaser, and aimed to position the brand as a life companion versus a list of functional traits. The team was lauded for their deep and sharp consumer understanding, and an engaging presentation and humanization of Toyota’s premier subcompact sedan brand.

The winning team is composed of John William S.P. Alonzo (IV BSBAA), Samantha L. Ching (IV BSBA), Mariya Hanna D.G. Laurel (IV BSBA), and Nathan Joseph P. Oranga (IV BSBAA). Prof. Luis Diego D. Lee acted as the team mentor.

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