Three students from ITB secured runner-up in the international event, P&G PEAKathon 2023, held in Singapore. This victory not only brought pride to their alma mater but also elevated Indonesia’s reputation on the international stage.
The three student members of the CEK Team are Eli Sulistyowati (Management, 2024), Kinanti Wening Asih (Information Systems and Technology, 2021), and Clara Alrosa Fernanda Sinaga (Information Systems and Technology, 2021). Their success is attributed to their diverse educational backgrounds, providing various perspectives and approaches to solving the challenges they face.
“We work well together because we come from different departments. Our perspectives and focus on problems vary. Clara focuses more on technical aspects, I concentrate on marketing, and Kinanti excels in design and is highly curious, making her very critical,” said Eli, a student at the ITB School of Business Management.
PEAKathon is an annual event that offers students from various countries the opportunity to solve real problems faced by the Procter & Gamble (P&G) company. This competition tests participants’ skills in business strategy, analytical thinking, and problem-solving for leading brands.
In the final presentation at P&G Headquarters in Singapore, the CEK team took an innovative approach by examining Procter & Gamble’s Gillette brand. They proposed a solution called “The Sharper is Better,” a campaign to change consumers’ perceptions of Gillette products and encourage them to switch to more premium variants. The team also utilized a Neuroscience Marketing approach to effectively convey messages, appealing to consumers’ emotional and rational sides.
“Our challenge during the competition was to manage our time well between coursework and competition preparation,” said Eli. “We were committed to providing our best in every opportunity. We used the free time between classes to discuss with our mentors, support each other, and develop comprehensive solutions.”
Eli advised students participating in similar competitions on the importance of thorough preparation, an in-depth understanding of the challenges, and the ability to communicate solutions clearly and persuasively. Their success in this competition is a testament to the fact that dedication and continuous practice can lead to outstanding achievements on an international level.
