Case Competition Overview
The Annual Johnson Marketing Challenge, "Battle of the Brands" lets teams compete in creating and executing marketing plans for real branded products, with the chance to win a $1,000 prize. Recognizing the evolving role of marketers, the two-week action-based learning experience engages the entire Johnson community - students, mentors and executives - in bringing the experience to life.
"Battle of the Brands" explores marketing concepts and trends in an experiential context. Presented by the Marketing Association and sponsored by P&G, Colgate-Palmolive, Johnson & Johnson, Unilever, MARS, Reckitt Benckiser, and American Express, the competition showcases Johnson's strong focus on performance learning. Students benefit from immediate application of classroom materials while engaging early with sponsoring companies.
During the first week of competition, teams segmented the “Johnson market,” selected a target group, determined how to position their assigned product and developed their marketing plan. During the second week, students executed their plan, promoting their product throughout the Johnson School using a $250 budget and the marketing mix of their choice.