[BSM2018×dōTERRA] Discovery, Touching, New Life

On January 4th 2021, BSM2018 students concluded an impressive collaboration project with an entertaining wrap-up presentation.

"Brand Strategy" is an important course for BSM. And it was a coup for Jianli Hu, the teacher of this course, to link students up with the exciting brand dōTERRA.

The result was the "2021 dōTERRA 6·6 Essential Oil Festival" which took place in DeTao. The project’s aim was to apply a template which this American brand is using throughout its push into the China market.

This course started with theory teaching, followed by real project activities. Many innovative and fascinating marketing plans were put forward prior to the final selection and wrap-up presentation.

Founded in 2008, dōTERRA is headquartered in Utah, USA. In the same year, the first batch of essential oil products was launched, including 25 single essential oils and 10 compound (combined) essential oils. Later, new types of single essential oils and compound (combined) essential oils were successively introduced, as well as personal care products with essential oils as the core, such as personal care products, SPA products and household products.

At the end of its first ten years of development, dōTERRA already had hundreds of products sold in more than 100 countries and regions around the world and more than 9 million customers in total. dōTERRA has become one of the world's leading essential oil companies. dōTERRA Global always insists their mission: through our love and caring culture, we are changing the world by one drop, one person, one family, one community at a time.

As one of the world's leading companies in its field, dōTERRA has been loved and recognized by Chinese customers. However, the essential oil product market in China is still relatively small. So, naturally, the brand hopes that more consumers can become aware of it and become interested in essential oils.

The 6·6 Essential Oil Festival was a promotional oil festival created by dōTERRA through which the brand hoped to invite all dōTERRA members across the country to have some fun and attract new customers, thereby expanding its brand influence.

BSM2018 students were divided into three groups, invited to develop creative marketing plans for dōTERRA. After fully understanding their needs, researching and drawing the appearance of consumption portraits, referring to the activity plan of the 6·6 Essential Oil Festival last year, and combining the current social hot spots, creative marketing plans were finally developed and presented. Judges assessed the plan from various aspects including completeness, creativity, feasibility, etc.

One-and-a-half hour report is not long, but it was sufficient to showcase the hard work of teachers and students.

After listening to the reports, Helen, who is the Sr. Director of Marketing Inspiration at dōTERRA, and Alena who is the Manager of, Branding at dōTERRA also said that they were really impressed by the students. After discussion, Mrs. Jianli Hu and the brand representatives awarded some groups the title of "Best Project Group", "Best Creativity Group" and "Best Execution Group" respectively, offering certificates and prizes.

BSM sincerely hopes that these creative ideas can help inspire dōTERRA in the future. The success of this project makes us firmly believe in the efficacy of our brand strategy and management course.
Please see following link for details of the essential oil salon jointly held by BSM2018 students and dōTERRA:http://isibedu.cn/EN/news_blank84.html