As winners of the national IMI (Institute of the Motor Industry) Business Studies Competition, a group of five Year 11 pupils (and some parents) from Claires Court Senior Girls enjoyed a fantastic award winner’s day at Mercedes-Benz World, Brooklands, Weybridge.
For the competition the girls had to research, design and create a marketing strategy and plan, for a campaign to launch a new vehicle to their chosen target market. Having beaten 270 other teams with their campaign for a new luxury car called, “The Hepburn”, the team were praised for having identified a gap in marketing campaigns for car sales. They identified that most promotion for new cars is aimed at men – yet 60% of the buyers are in fact women. The judges praised team Hepburn’s strategy and ideas, and commented that their own marketing teams were bowled over and thoroughly inspired by the girl’s new and novel but achievable concepts.
One of the judges, Paul Hudspith was so impressed with the girls he personally congratulated them and offered them work experience with Sytner, one of the event’s main sponsors.
As part of their prize the girls had a driving experience around the Brooklands race track as passengers in premium AMG cars. They reached speeds of up to 100mph, were taken for a spin on the skid pad and had the thrill of being driven straight at walls at high speed, before the driver braked efficiently with mere milliseconds to spare before impact. The prize winners also enjoyed a superb buffet lunch and guided tour of Mercedes-Benz World museum, plus a photoshoot with cars worth a million pounds. The day was rounded off in style with a high speed drive around the Silverstone race track – in Innovation simulators.
Paul Bevis, Headteacher said, “We are delighted that the girls have won this prestigious national prize. It is wonderful to see young women confidently engaging in the world of work and taking on challenges, identifying issues and coming up with solutions for an industry that is not traditionally considered by women.”