The Unilever Future Leaders’ League 2024 Global Finals is an international business case competition. The journey began with the Local Round in Indonesia, where the Top 30 individuals were selected to participate in a five-day training and competition. Afterward, the top three participants were chosen to represent Indonesia in the Global Round, competing against teams from 20 other countries.

In the global final round, the case study focused on the Lady’s Choice mayonnaise brand in the Philippines, aiming to enter the USA or UAE markets. The teams were tasked with designing a market penetration strategy targeting the Filipino diaspora in these countries.

“Our team chose the USA due to the larger Filipino diaspora population (~4.5 million in the USA vs. ~680 thousand in the UAE) and higher purchasing power,” Regina explained.

To develop a solution that ultimately led to their victory, the team underwent a long process, including desktop research, surveys, and interviews with the Filipino diaspora to understand their demographics, purchasing behavior, needs, and desires. Additionally, the Indonesian team designed a business-to-business (B2B) scheme by collaborating with Filipino food and beverage businesses in the USA.

“To reach the Filipino diaspora, we collaborated with Jollibee to create a limited-edition menu and hold macaroni salad cooking events, a popular Filipino dish,” Gaby added.

Preparation for the final in London began long before the event. They acknowledged that the process was not easy, given the various challenges faced during competition preparation. The team members were located in three different cities, requiring them to find time amidst their busy schedules.

“Some members were participating in other competitions, preparing for exams, joining leadership programs, and working on their thesis,” said Regina.

According to Regina and Gaby, the key to the Indonesian team’s success in winning the Global Winner title at the Unilever Future Leaders’ League 2024 Global Finals was setting a common goal among all team members to avoid unpleasant incidents.

They shared three tips for solving a business case, which are understanding consumer needs, developing solutions based on consumer pains and gains, and ensuring that the solution can be implemented in real life.

The competition at the global level was highly competitive. With the determination and persistence of the Indonesian team, they were able to prove their capabilities. This global success is the result of consistent effort and relentless dedication through every step of the process.

Through this achievement, the Indonesian team not only brought pride to their university but also to Indonesia on the international stage. They hope to continue achieving success in the future and once again make Indonesia proud on the global level.

Reporter: Indira Akmalia Hendri (Urban and Regional Planning, 2021)
Translator: Anggi Nurdiani (Management, 2024)
Editor: Hanifa Juliana (Urban and Regional Planning, 2020)