BINUS Business School proudly celebrates the remarkable achievements of its teams, The Quantum Leap and Phosphophyllite, at the prestigious International Branding Case Competition hosted by the Brand Audit Group. The competition, held online from July to December, culminated in an awarding ceremony on December 4th in Singapore, where the teams brought home accolades for their innovative and inspirational strategies. Representing BINUS University, The Quantum Leap—comprised of Guntur Tanumanggala Sakti, Cordirianto Alvian, Ekanaka Hasudungan Pratama, and Diana Iahhel Alegria Guingab—won the “Most Innovative Award.” Meanwhile, Phosphophyllite, featuring Indiana Aisyah Nur, Hamiid Rizky Ardianov, Vanezia Andara Herta Tresia, and Fahrizal Maulana, secured 4th place and the “Most Inspirational Award.”

   Phosphophyllite tackled a business case for Friliv, a Nordic outdoor lifestyle e-commerce platform. Their proposal focused on entering the Southeast Asian market, targeting Singapore, Indonesia, and Malaysia. They highlighted the region’s potential, where the outdoor product market is forecasted to grow by 4.4% annually from 2024 to 2032. Recognizing price sensitivity in Indonesia, where many consumers spend under €29.44 on outdoor gear, the team proposed strategies like “Try First, Buy Later” and cash-on-delivery payment options. The team also emphasized AI and technology integration, including virtual fitting rooms and smart recommendation systems. With a $2 million Year 1 budget allocated for digital marketing (40%), influencer partnerships (25%), and technology (15%), their scalable approach promised significant impacts, such as recurring revenue from subscription services and enhanced market trust.

   The Quantum Leap addressed a case for Arctic Super Dog Snacks, rebranded as “Pawtastic” for Southeast Asia. Targeting Thailand as the launch market, their strategy leveraged the region’s booming pet industry, with 59% of households owning dogs and a projected CAGR of 10.87% for the pet food market (2024–2029). They identified a Service Obtainable Market (SOM) of 2.38 million middle-to-upper-class dog owners in Thailand, with projected Year 1 revenue of $83.77 million. Their innovative plan included premium nutrition-focused products, eco-friendly packaging, and “PawPal,” a mobile app with features like calorie tracking and personalized recommendations. With $500,000 earmarked for influencer partnerships and vending machine installations in parks, the team set an ambitious target of $340.2 million in total revenue over four years.

    The teams’ achievements were made possible by the unwavering support of BINUS University, the BBCG staff, and dedicated mentors. Special thanks go to Mrs. Bryna Meivitawanli and Coach Wibi, whose insights and feedback guided The Quantum Leap to their innovative success. The competition’s challenging journey, from the preliminary round on July 17th to the final on September 23rd, showcased the resilience and creativity of BINUS students. Their strategies demonstrated a blend of innovation, cultural adaptation, and sustainability, reflecting BINUS Business School’s commitment to excellence.

   This achievement highlights BINUS University’s strength in preparing future-ready business professionals. By delivering impactful solutions for Friliv and Arctic Super Dog Snacks, Phosphophyllite and The Quantum Leap have set a high standard in global branding competitions. Their innovative approaches demonstrate the ability to tackle complex real-world business challenges. BINUS students continue to solidify the university’s reputation as a leader in business education.

 

Student ID Name Major
2540132420 Indiana Aisyah Nur International Business Management
2501991334 Hamiid Rizky Ardianov Business Creation (Malang)
2602201391 Vanezia Andara Herta Tresia Global Business Marketing
2502018152 Fahrizal Maulana Business Creation (Malang)
2501982815 Guntur tanumanggala sakti Business Creation (Alam Sutera)
2602200110 Cordirianto Alvian System Informasi & Management
2602169144 Ekanaka Hasudungan Pratama System Informasi & Management
2602192840 Diana Iahhel Alegria Guingab Business Management & Marketing (Senayan)