A partnership with Seb around a flagship product

When students are working on a new pressure cooker concept

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BSB has just entered into a partnership with Groupe SEB, the world number one in the field of small household equipment, which will allow more than 80 students to work on a life-size marketing mission, around an iconic product of the brand: the pressure cooker.

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It was thus precisely the 84 students of the Product Marketing and Communication Specialization (MPC) of the Grande Ecole Master who began to work as a team, as if they were representing an agency in front of a client, to reflect on the targeting and positioning of the pressure cooker.

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At the end of September, Marie-Pierre Perdreau, International Product Manager at SEB, came to BSB Dijon to launch the study: “The objective for us is to find a pressure cooker concept that speaks to young people aged 25 to 35. We are therefore waiting for the brilliant idea that will be launched in a year or two on the French market, a turnkey solution that can be implemented on our sites — and which therefore takes into account packaging from an eco-responsible perspective, and brings ideas for promoting the product in communication.”

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Ideal target, privileged location

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“We think it is particularly relevant to address a young audience on this project, since we are directly reaching the intended user. In addition, BSB is a school that we know well since it is a neighbor from Burgundy, and we are also very established in Lyon.”

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For her part, Mihaela Bonescu, professor of marketing at BSB who co-leads the module, agrees: “This partnership is a great opportunity to apply the content discussed in class in a transversal way, with more relevance. Working on a concrete, current problem, rooted in reality and driven by a committed and engaging company like SEB, is a real asset for our students in Product Marketing and Communication Specialization.”

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“In addition, they will benefit from a professional evaluation of their projects by SEB's marketing teams, which goes beyond the usual scope of their training. Living such an experience, during the last stage of their studies at BSB, is a source of motivation and a lever for professionalization.”