Universitas Gadjah Mada
Faculty of Economics and Business

The Kaphibara team from the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM) won third place in the Marketeers Innovation Challenge 2024 (MIC). The competition, held in Jakarta on December 16, 2024, attracted 114 teams from various universities across Indonesia.

The Kaphibara team consisted of five students from the Management Study Program, Class of 2022: Audrey Valensya Nabila, Ayu Rahmi Widianarsi, Annisa Mayza Jasmine, Alifa Talitha Tsaqif Ramadhani, and Metta Varent.

Alifa explained that they had to compete against 113 teams from other universities in Indonesia. All teams were required to submit a case study solution as a proposal. The top 10 teams were then selected to present their proposals in the semi-finals, which were conducted online. The top three teams advanced to the finals, held in person.

"We are incredibly grateful and excited to have reached this point after extensive brainstorming and hard work that required a lot of time and effort from the team. My team and I deeply appreciate this achievement, especially since this competition is a prestigious national business case challenge involving 114 exceptional teams with brilliant ideas," said Alifa.

Alifa explained that the competition required the team to develop strategies to strengthen Jiniso's position as Indonesia's leading unisex jeans brand. The main focus was to create an integrated customer experience across various online and offline sales channels while increasing brand awareness of Jiniso's transformation into a unisex brand. In addition, the team was tasked with developing a creative branding campaign that would address consumer needs and enhance Jiniso's competitiveness in the local fashion market. The proposed omnichannel approach is needed to meet consumer demands by ensuring easy access to products, information, and services anytime, anywhere.

Alifa noted that the journey to the finals was not without its challenges. In addition to developing innovative and relevant solutions, the Kaphibara team faced time constraints that coincided with their final exams. However, they successfully overcome these hurdles to achieve a proud result. This success was also made possible by the support of the faculty, which provided facilities for the final in-person presentation and mentorship from their advisor, Rokhima Rostiani, S.E., M.Mgt.

"We hope to continue to contribute and positively impact by creating innovative and creative solutions for industries in Indonesia, both within and outside competitions. We also hope this achievement will open doors to new opportunities and lead us to even greater achievements," concluded Alifa.

Reportase: Orie Priscylla Mapeda Lumalan
Editor: Kurnia Ekaptiningrum

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