Posts Tagged ‘ie marketing club#8217;


You can’t step in the same river twice!

Written on January 5, 2016 by Campus Life in Professional

mkspeaker2We all know – markets are changing rapidly. However launching a new, high-priced medical device in China and creating turn-around within 18 months is a different kind of challenge. This Tuesday, IE Marketing Club, in collaboration with IE China Club, had the pleasure to invite Michael Chang Wenderoth for sharing his experiences with launching invisible, dental braces in mainland China.

Michael’s compelling case of launching and distributing Invisalign, an innovative dental brace product developed in Silicon Valley, gave us an insightful overview of the whole spectrum of marketing techniques and tactics. From influencer marketing up to the creation of a whole new comic character that acts and speaks the way of the main targeted end-customer: female teenagers and adults in the range up to 45 years. Obviously, healthy and beautiful teeth are a strong status symbol for the new middle class in China, growing by 25 million each year!

And, with growing markets and the flourishing urban regions, purchasing a dental treatment after university graduation in order to ‘get ready for the job market’ is nothing unusual anymore.  Even more surprising was for the ‘westerners’ in the audience the widespread use of unconventional communication channels. Emails and phone calls are completely outdated in China: Instead they prefer much more efficient tools such as WeChat, allowing instant exchange of information between the dentists and the product salesforce. Even, the (in)famous copy-cat competition in China, that appears to every innovative product launched in China has some positive aspects. With local competition, the western brand has an easier way to find and defend its price point that is now defined by the cheaper competitor brand.

We thank Michael Chang Wenderoth, who has recently joint our IE Business School as adjunct marketing professor, for sharing his stories and hands-on knowledge. Looking forward hearing more from him in the future!


IE Marketing Club visits La Liga

Written on December 1, 2015 by Campus Life in Other Activities, Professional, Social, Sports

mktg_club_la_liga_visit_nov2015Did you know that football contributes 1.7% to the Spanish GDP and 10% of tourists in Spain are here for sports?

Last Wednesday IE Marketing Club had the pleasure to meet Mr. Ignazio Martinez Trujillo, Managing Director of Innovation & Global Development in La Liga and his team at the head office in Madrid, where they shared their surprising insights regards the Spanish Football League and the future of global sports marketing.

With the aim to become the globa
l leader in football, new technology plays a key role in connecting with its fans all over the world.

Football is more than just a sport, it is entertainment, it is culture, it is a way of life. Above all, football is also big business and no expense is spared in catching up with the digital revolution.

With what La Liga has in its pipeline, the megabrands and world-class teams like Real Madrid FC and Barcelona FC leading the charge, we can only imagine great things to come.

Thank you La Liga for this incredible experience and we hope this is the first of many!


Marketing de Vanguardia en una categoría commodity

Written on June 5, 2014 by Campus Life in Professional

renovaOn May 13th, Lorenzo de Cárdenas, Marketing Director for Spain at Renova, shared with us how Renova reaches customers in a commodity category. He emphasized how the objective of the company was to transform people’s perceptions of an undifferentiated product in to a “different” one. In fact, this ‘sexiest paper on the earth’ category has received much attention among famous people. Beyoncé, for example, requests red toilet paper wherever she goes while British music producer Simon Cowell uses black paper in his bathroom, said Cárdenas. Additionally, he also mentioned that Renova’s toilet paper is now sold at deco stores and perfume shops, and is not anymore perceived only as a supermarket product.  To conclude the event, Lorenzo de Cárdenas gave the participants samples of Renova colorful products to take as souvenirs.

IE Marketing Club



carrefourOur club had the privilege of meeting with Pedro Cabañas from Carrefour & Alfredo Cano from P&G, who narrated about their relationship, one as a retailer and the other as a manufacturer. On one hand, Cabañas talked about innovation at the point of sales to increase the efficiency of supermarket lines, while Cano discussed how they came up with detergent capsules to improve the customer experience of Ariel users. Overall, it was an enriching event where all members learned about the how these two industries work together to succeed in a highly competitive market.

IE Marketing Club



JT International: Rising Above the Challenge

Written on June 1, 2014 by Campus Life in Professional

jt internationalOn May 8, Jean François Dubois – Head of Marketing & Sales for the Iberia Region at JT International, conducted for the IE Marketing Club a very interesting session on route-to-market strategies for developing markets such as Africa. He highlighted the geographic, economic as well as cultural challenges involved in such an undertaking, and likewise provided key take-away points for participants to remember when implementing such initiatives. On the second half of his session, Mr. Dubois shared his practical pieces of advice on how to manage your marketing & sales team during this process. Members of the IE Marketing Club likewise used the opportunity to ask our guest speaker his personal & professional opinion on managing people within an organization.


IE Marketing Club


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