Lecturer – Marketing Management
Connecting People & Professions
On August 13, 2024, the Marketing program and Career Services department at Acsenda School of Management organized a transformative field trip for marketing students to visit Ordinary Company, a distinguished name in the cosmetics industry. This event was meticulously designed to bridge the gap between classroom theory and practical application, providing students with an in-depth look at how established businesses like Ordinary implement effective marketing strategies.
Setting the Stage: The Ordinary Experience
Ordinary Company, celebrated for its commitment to transparency and high-quality products, served as the perfect case study for students eager to explore key marketing concepts in a real-world setting. The field trip generated significant interest, with around 50 students signing up. To accommodate everyone effectively, the group was divided into two sessions, ensuring that each student had the opportunity to fully engage with the material presented.
Key Insights from the Visit
- Understanding the Competitive Landscape: Andrea, a current student in the Marketing program at Acsenda and our host for the event, began by introducing Ordinary and its range of products. She highlighted how Ordinary differentiates itself in a crowded market through its focus on ingredient transparency and affordable pricing. This approach has allowed Ordinary to carve out a niche in the beauty industry, competing effectively against larger, more established brands.
- The Marketing Mix in Action: Andrea delved into the marketing mix (4Ps) and illustrated how Ordinary leverages each component to create a cohesive and compelling strategy. She highlighted the significance of product features and packaging, which align seamlessly with Ordinary’s minimalist brand identity. The discussion on pricing strategy was particularly enlightening, showcasing how Ordinary sets competitive prices that enhance market positioning while maintaining product quality.
- Leveraging Promotion and Place: Ordinary’s promotion strategies are heavily centered around social media, where they maintain direct engagement with their target audience. The store’s unique design and layout also function as promotional tools, offering an immersive shopping experience that resonates with the brand’s core values. Moreover, Ordinary’s extensive distribution network—spanning various retail locations across Canada and internationally—ensures that their products are accessible to a broad customer base.
- Commitment to Sustainability: A standout feature of the visit was Ordinary’s unwavering commitment to sustainability. Andrea discussed their innovative recycling program, which encourages customers to return empty bottles for recycling. This initiative not only supports environmental conservation but also fosters customer loyalty by aligning with the growing demand for sustainable business practices.
Takeaways for Marketing Students
The field trip provided invaluable insights into the practical application of marketing theories. By observing Ordinary’s approach to navigating the complexities of the modern marketplace, students gained a deeper understanding of the importance of adaptability, innovation, and customer-centric strategies. This experience also underscored the vital role of collaboration between educational institutions and industry partners, showcasing the mutual benefits of such engagements.
Conclusion
The visit to Ordinary was more than just a field trip; it was an educational journey that brought classroom learning to life. The knowledge gained from this experience will undoubtedly serve as a strong foundation for Acsenda’s marketing students as they prepare for their future careers. The lessons learned will inspire them to think creatively and strategically, equipping them with the skills necessary to thrive in the dynamic field of marketing.
Get Involved
Experience the benefits of experiential learning firsthand. For more opportunities to connect theory with practice and enhance your skills, stay engaged with our program and participate in upcoming events and field trips. Your journey to becoming a well-rounded professional starts with hands-on experiences that prepare you for the challenges and opportunities in your future career.
INTERNATIONAL THINKING. INDIVIDUAL FOCUS
