Last week, Valentin Ziellenbach (Senior Brand Manager) and Julia Lippertz (Junior Category Manager) from Reckitt's Durex team shared their experience of developing loyalty and pricing strategies based on deep shopper and category insights in a guest post, focussing on how to ensure that the consumer is effectively reached at every stage of the decision-making process. They also gave us an insight into the innovation process for launching a new product – how creative ideas become market-ready products.

For our students, this event was a great opportunity to combine theory and classroom knowledge with real business practice – how marketing strategies can be implemented in dynamic, practical contexts.

Thank you, Reckitt, for the exciting presentation and the great insights!