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From left to right: Diego Norris '05, Henry Lai '06, Leonardo Basterra '05, Julia Kozorovitsky '06

Kellogg Students take 2nd place at the Elite Eight Case Competition

11/1/2004 - Evanston, Ill.— Eight teams from different business schools across the country arrived on the campus of the University of Minnesota for Carlson School of Management's annual Elite Eight Case Competition, November 4-6. The Kellogg School of Management team placed second, and took home $7,500 in prize money.

The Kellogg team consisted of Leonardo Basterra '05, Julia Kozorovitsky '06, Henry Lai '06, and Diego Norris '05, who was the team leader and a member of the third place team from last year’s competition. Their task was to solve a brand management case for retail giant Best Buy in 27 hours. Best Buy recently adopted a customer centricity campaign, targeting its most profitable customers. Best Buy chose five target segments and rolled out 68 pilot stores in California focusing on one or two of the segments. Each team needed to determine Best Buy's brand and marketing strategy and the implications of customer centricity.

After the full day of presentations, Fallon Worldwide, one of the sponsors, hosted a dinner banquet and awards ceremony at their company headquarters on November 6. The Kellogg team took home a plaque as well as the prize money for the second place win. First place was given to Anderson (UCLA) and third place to Wharton (University of Pennsylvania). Other schools represented were Haas (Berkeley), Fuqua (Duke), Ross (Michigan), Kelley (Indiana), and Carlson (University of Minnesota).

"Pulling an all-nighter to work on a shared goal really brings you together as a team," said teammate Henry Lai. “This is one of the best experiences I've had since coming to business school."

The judging panel consisted of senior marketing executives from each of the sponsors, which included Target, Land O'Lakes, ConAgra, Best Buy, General Mills, Carlson Companies, and Fallon Worldwide. Among the audience were also recruiters from each company, perusing the resumes of each participant, and looking for the next generation of exceptional marketing talent.