{"id":83938,"date":"2019-08-30T10:18:50","date_gmt":"2019-08-30T08:18:50","guid":{"rendered":"https:\/\/www.ieseg.fr\/?post_type=news&#038;p=83938\/"},"modified":"2025-09-10T12:20:32","modified_gmt":"2025-09-10T10:20:32","slug":"students-participate-in-innovation-challenge-with-dove-and-mccain","status":"publish","type":"news","link":"https:\/\/www.ieseg.fr\/en\/news\/students-participate-in-innovation-challenge-with-dove-and-mccain\/","title":{"rendered":"I\u00c9SEG students participate in an innovation challenge in collaboration with the Dove and McCain brands"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"img-responsive alignleft wp-image-83919 size-medium\" title=\"innovation challenge\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/mccain2-300x225.jpg\" alt=\"mccain\" width=\"300\" height=\"225\" srcset=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/mccain2-300x225.jpg 300w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/mccain2-768x576.jpg 768w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/mccain2-1024x767.jpg 1024w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/mccain2-150x112.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>In the framework of their Marketing Management course, around 700 second-year <a href=\"https:\/\/www.ieseg.fr\/en\/programs\/masters-science\/grande-ecole-programme-5-years\/\">Grande Ecole Program<\/a> students in Lille and Paris worked on real marketing issues in collaboration with McCain Foods and Unilever (for the Dove brand).<\/p>\n<p>Based on the briefs presented by McCain Foods and Dove, the students, in groups of four, analyzed the brand environment and the market trends to propose ideas for new products along with the marketing plan. Over one hundred synthesized ideas, in the form of an infographic, were presented to each company, who respectively selected \u2018winning\u2019 teams for each issue\/category.<\/p>\n<p>Dr. V\u00e9ronique Pauwels-Delassus, the Professor of Marketing who coordinates this course, explained, \u201cFor the Marketing Management course, we use the pedagogical approach of the flipped classroom. Based on briefs submitted by the McCain and Dove brands, the students can apply the theory that they learned within the courses developed online, to real situations. With in-class coaching by marketing professors, they can acquire the necessary marketing foundations required to develop a new product and its marketing plan. We are thankful for the collaboration with these two companies, as this allows students to better apprehend the missions and decisions with which they may be confronted as future marketing managers.\u201d<\/p>\n<p>In April, the five teams selected by McCain presented their propositions to the Marketing Director, Europe of McCain Foods, Damien Tardy, who asked them questions during their presentations.<\/p>\n<p><img loading=\"lazy\" class=\"img-responsive alignleft wp-image-58471\" title=\"mccain\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2017\/06\/logo-McCain-300x175.jpg\" alt=\"logo-mccain\" width=\"178\" height=\"104\" srcset=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2017\/06\/logo-McCain.jpg 300w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2017\/06\/logo-McCain-150x88.jpg 150w\" sizes=\"(max-width: 178px) 100vw, 178px\" \/>Damien Tardy, Marketing Director, continental Europe, McCain Foods, added, \u201cThe students understood how important innovation is for McCain in a particularly competitive market. The new selected concepts are interesting, as they address new consumer moments and new targets.\u201d<\/p>\n<p><img loading=\"lazy\" class=\"img-responsive alignright wp-image-83930 size-medium\" title=\"Dove\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/dove2-300x225.jpg\" alt=\"dove2\" width=\"300\" height=\"225\" srcset=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/dove2-300x225.jpg 300w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/dove2-768x576.jpg 768w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/dove2-1024x768.jpg 1024w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/dove2-150x113.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Elodie Camard, Product Manager at Dove, noted: \u201cWe were delighted with the work of the students. They succeeded in understanding the market issues and challenges in order to respond to consumers\u2019 expectations, which are evolving constantly. We selected very interesting concepts, which correspond to the direction that the brand would like to take in the coming years.\u201d<\/p>\n<p>The adventure continues, as the students will develop new product ideas for the Michel &amp; Augustin brand in September!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the framework of their Marketing Management course, around 700 second-year Grande Ecole Program students in Lille and Paris worked on real marketing issues in collaboration with McCain Foods and [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":83936,"menu_order":0,"template":"","news-category":[56,195,297],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>I\u00c9SEG students participate in an innovation challenge in collaboration with the Dove and McCain brands - I\u00c9SEG<\/title>\n<meta name=\"description\" content=\"Around 700 second-year Grande Ecole Program students in Lille and Paris worked on real marketing issues with McCain Foods and Unilever (for the Dove brand).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ieseg.fr\/en\/news\/students-participate-in-innovation-challenge-with-dove-and-mccain\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"I\u00c9SEG students participate in an innovation challenge in collaboration with the Dove and McCain brands - I\u00c9SEG\" \/>\n<meta property=\"og:description\" content=\"Around 700 second-year Grande Ecole Program students in Lille and Paris worked on real marketing issues with McCain Foods and Unilever (for the Dove brand).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ieseg.fr\/en\/news\/students-participate-in-innovation-challenge-with-dove-and-mccain\/\" \/>\n<meta property=\"og:site_name\" content=\"I\u00c9SEG\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pages\/IESEG-School-of-Management\/358733860458?fref=ts\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-10T10:20:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/mccain2-une-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"616\" \/>\n\t<meta property=\"og:image:height\" content=\"280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alice GOYAU\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@IESEG\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.ieseg.fr\/#organization\",\"name\":\"Ieseg\",\"url\":\"https:\/\/www.ieseg.fr\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/edu\/school?id=12453\",\"https:\/\/www.youtube.com\/user\/IESEGChannel\",\"https:\/\/www.facebook.com\/pages\/IESEG-School-of-Management\/358733860458?fref=ts\",\"https:\/\/twitter.com\/IESEG\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.ieseg.fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/IESEG-Logo-2012-rgb.jpg\",\"contentUrl\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/IESEG-Logo-2012-rgb.jpg\",\"width\":\"1000\",\"height\":\"311\",\"caption\":\"Ieseg\"},\"image\":{\"@id\":\"https:\/\/www.ieseg.fr\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.ieseg.fr\/#website\",\"url\":\"https:\/\/www.ieseg.fr\/\",\"name\":\"I\u00c9SEG\",\"description\":\"School of Management\",\"publisher\":{\"@id\":\"https:\/\/www.ieseg.fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.ieseg.fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.ieseg.fr\/en\/news\/students-participate-in-innovation-challenge-with-dove-and-mccain\/#primaryimage\",\"url\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/mccain2-une-2.jpg\",\"contentUrl\":\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2019\/08\/mccain2-une-2.jpg\",\"width\":616,\"height\":280},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ieseg.fr\/en\/news\/students-participate-in-innovation-challenge-with-dove-and-mccain\/#webpage\",\"url\":\"https:\/\/www.ieseg.fr\/en\/news\/students-participate-in-innovation-challenge-with-dove-and-mccain\/\",\"name\":\"I\u00c9SEG students participate in an innovation challenge in collaboration with the Dove and McCain brands - 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