Filipino students place 2nd in P&G Asia Pacific CEO Challenge finals

Editor's note: This article was written with Procter & Gamble Philippines.

Top multinational employer Procter & Gamble ’s international business case competition dubbed “CEO challenge” is among the big regional business competitions that invite top college undergraduate students to test their skill in business leadership, strategic thinking, and real-life problem-solving.

The 3-person team was composed of 3rd year students Martina Francisco and Lovella Pelete from the University of the Philippines Business Administration program, as well as Isabell Santos from the Ateneo de Manila University Management Engineering program. “Our team had already joined another competition prior to joining P&G’s CEO Challenge, and it was a pleasant experience because we had positive team dynamics. One time, both Marts & Isabell asked me out of the blue if I wanted to enter P&G’s CEO Challenge with them. Without hesitation, I agreed and the rest is history,” said Pelete.

Under the guidance of experienced P&G executives, officers, and mentors, they reevaluated their proposed plan by focusing on consumer needs. Team Philippines identified their target market as millennial consumers in Singapore who want superior performing products that also allow them to contribute to society. Their campaign, “Discover the Power of Clic”, was centered around encouraging and empowering consumers to get other manual toothbrush users to switch to Oral-B Clic because its superior technology could provide deeper cleaning while also reducing plastic waste, a cause their target market cares about.

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