Since 2019, the Archers Consulting Group (ArCG) has held the Lasallian Innovators for Transformation (LIFT) to immerse participants in real-life business challenges and to test their grit, analysis, and consulting competence. Just last August 28, ArCG held the LIFT 2021 finals via Zoom.
To challenge participants, the panel of judges consisted of Hans Cochangco, Dr. Reynaldo Bautista, Marnelli Fullon, and Ailene Co, tried and true professionals from professional services firm SyCip Gorres Velayo & Company, and A-List Partners & Consulting Group, Inc., a Manila-based business consulting firm.
Five teams emerged as finalists, getting the chance to present their business and marketing plans for the renowned Conti’s Bakeshop and Restaurant. With different approaches to the same problem, the participants displayed their prowess during the exciting final round—battling it out for the P18,000-cash prize.
Problems and solutions
The first team, EZ18K, started strong with their proposal of improving Conti’s brand campaigns to magnify and reflect the “brand image of family and togetherness.” With the key message of “#CelebrateFamily”, they proposed to create commercials, to implement cross-channel advertising, and to disseminate discount vouchers to drive the message into the hearts of prospective customers. In addition, they identified “Titas of Manila” as Conti’s key demographic, with former Miss Universe Catriona Gray as their endorser due to her social media presence and image reflective of Conti’s values.
ASIA followed through with their Motherly Marketing Plan by promoting Conti’s as a “bridge that connects the heart and soul” to millennial mothers and younger millennials alike. Not without their own share of excellent influencers in mind, they cited Jodi Sta. Maria and Andi Manzano Reyes as their ideal figures to deliver their key message: “#ConnectWithConti’s” and “#HomelyEatsByConti’s”.
Meanwhile, the Ant Ladies aimed to address how the restaurant chain can establish the brand’s relevance during the pandemic. Their approach targeted young female millennials through the campaign “#ContisForEveryMoment”, with Moira Dela Torre as their key influencer, being found by the team as the embodiment of a young, successful woman. This campaign would be further executed through a series of video advertisements, promotional Instagram photos, and collaborative advertising.
On the other hand, Penge Ampao focused on inducing nostalgia while appealing to younger audiences. Their plan saw Gray herself designing a cake with the aid of a Conti’s chef and baker. Lastly, the PANTHE Sisters took a more personal approach, with their project called Conti’s: An Avenue for Joy, which saw Marian Rivera-Dantes as their endorser, who they plan to feature in online cooking and baking classes.
Setting the standard
The criteria for judging looked for the clarity of their key strategic issues, the validity of their arguments, the appropriateness of their analysis, and the proper organization of the case studies themselves. Also taken into consideration were the logical flow, quantitative data, and the way their arguments were supported.
PANTHE Sisters, composed of Mary Yap (III, BSA), Marielle Sarmiento (III, BSA), and Yanesah Ann Tumambing (III, BSA), emerged as the best team of LIFT 2021. Meanwhile, the Ant Ladies—Patricia Yu (II, APC), Michelle Chen (II, APC), Mika Tionson (II, APC), Danika Ang (II, APC), and Jeanelle Rodriguez (II, APC)—emerged as runners up Coming in third was team ASIA, whose members include Rachell Almendrall (I, APC), Joshua Sison (II, APC), Jasper Amadeo (I, BSLGL), and Kent Ingel (I, MKT) landed the second runner up position.
Businesses in the modern age often face the challenge of having to be constantly up with the times. However, students of today make the innovators of the future. It is known behavior for people to adapt in the face of limitations, and LIFT 2021 shows that the simple means of adapting could give way to innovation as well—crucial for a time like this.