IUB students win business case competition at Barishal University

Nayeem Ahmed and Raisa Nawar, students of Marketing at Independent University, Bangladesh (IUB), have won the business case competition "Battle of Stage 2.0", organised by the Barishal University Business Club (BUBC).

Teams from universities across the country competed in the final round, which was held on February 26, 2025, at the University of Barishal.

They competed against teams from Brac University, Islamic University of Technology, North South University, University of Dhaka, Bangladesh University of Professionals, United International University, Khulna University of Engineering and Technology, Jatiya Kabi Kazi Nazrul Islam University, Ahsanullah University of Science and Technology, Rajshahi University of Engineering and Technology, and East-West University.

The competition focused on providing innovative business solutions for real-world challenges. Participants were tasked with developing strategies for Bio-Xin Cosmeceuticals, a brand entering a new market in Barishal, with the challenge of building brand awareness while targeting price-sensitive customers. 

There were three rounds: an initial analysis and proposal stage, a semi-final where teams refined their strategies, and the grand finale, where the top teams presented their complete solutions. Nayeem and Raisa were guided by Nahin Sultana, Lecturer in the Department of Marketing at IUB. 

Their approach set them apart. Their proposed tagline in the local dialect, "Surokkhito Skin Logey Moger Bio-Xin," resonated with the judges as it incorporated a local and rhyming touch. One of the judges, Jannatul Ferdous, Deputy Manager at Bio-Xin, was so impressed that she decided to use the tagline for future promotions.

Reflecting on the experience, Nayeem stated, "Dare to explore different opportunities, as you can unleash your true self in the process."

Their winning strategy followed a well-rounded omnichannel approach, integrating digital marketing, physical engagement, and AI-driven customer interactions. They introduced free dermatologist consultations, trial packs, and interactive engagement activities to build trust and encourage long-term commitment. 

They also proposed an AI-powered chatbot, DermaXpert, to provide instant skin care assessments and customer support. Their pricing strategy included festival discounts, bundled offers, and a loyalty program featuring a branded punch card for repeat customers. 

For digital marketing, they focused on social media campaigns, influencer collaborations, and educational reels. Their local partnership strategy involved a certified salon program, dermatology-driven brand endorsements, and activations at trade fairs, shopping malls, and universities. Their on-ground promotional campaigns included WhatsApp/SMS follow-ups and AI-driven product recommendations to create a personalised and effective marketing strategy.

The judge's panel included Rashid Anjum Rabby, Senior Territory Manager at Unilever Bangladesh Ltd.; Maliha Rakaya, Territory Officer at British American Tobacco; and three faculty members from the University of Barishal. Nayeem and Raisa were awarded BDT 15,000 and a champion's trophy for their outstanding performance.

The first runner-up was the team from the University of Dhaka, while the second team comprised students from United International University and Chittagong University of Engineering and Technology.