This year the BCom Case Competition partnered with Aesop, who challenged students to think outside the box and merge physical and digital customer experiences. The competition winners of 2023, Lychee Oolong & Co. shared their highlights with us.
Lychee Oolong & Co. came to be formed when Amy and Sophia met during a Boston Consulting Group (BCG) interview workshop. By chance, they sat next to each other and discovered they were doing the same degree at the University of Melbourne. “We were fortunate to hit it off right away, as we both shared a passion for consulting.” It was this mutual interest that spurred them to team up for this year’s BCom Case Competition. They then reached out to friends and fellow students Yong Jie and Rose, whom they believed would enhance their team dynamics, to complete their team.
Competition journey
During the competition, the team drew on their own shopping experiences as customers to formulate a strategy. Aside from Aesop being a known brand that they related to, team members were interested in the digital transformation space, particularly in retail.
Throughout their journey, competition mentors and sponsors provided invaluable support to participants. The Q&A session with Aesop provided the team with insights into the company philosophy, which underpinned their entire strategy. The team’s strategy is designed to personalise the shopping journey, connect the digital with the physical experience and position Aesop as a leader in the beauty market.
They noted that the ‘Preparing to Win’ workshop was also critical for honing their presentation skills. “It was through these comprehensive workshops organised by FBE, that truly supported us to utilise our case-cracking potential.”
What would they say to other BCom students?
“To fellow students considering participating in a case competition, remember that it's not about assembling the smartest minds, but rather about finding a team whose strengths complement each other. In our case, some of us excelled at strategy ideation while others were speedy slide-builders and strong narrative writers. Don't be afraid to think creatively and draw upon your personal customer experiences to craft unique solutions.”
Winnings and highlights
The competition has had an ongoing partnership for some years with SPP, UBS and CFA who sponsored this year's winning prize pool totalling $7,250. For coming first place, Lychee Oolong & Co. was awarded a cash prize of $3,500.
Aside from the monetary win and bragging rights, this team’s true prize and takeaway were the relationships they forged from working together.
“Taking the plunge into the BCom Case Competition was both challenging and rewarding, but the real highlight was undoubtedly working as a team, supporting each other endlessly through the highs and lows.”
“From entering the competition knowing little about consulting presentations, to having late night pizza and tteok-bokki at the Spot, it has been a whirlwind. What stood out was the time we spent together, even when faced with challenges.”
The real highlight exceeded the competition. “It was the way we rallied around one another, providing unwavering support through thick and thin. The laughter, the inside jokes, and the joy of growing closer as a team forged a bond outside the competition.”
Experiences of connection and growth were said to be what made this team’s journey truly exceptional and unforgettable.
What’s next?
Following the competition, the team were invited to present their ideas at the Aesop Headquarters during SWOTVAC.
“Signature to the Aesop aesthetic, we were welcomed by a subtle woody aroma that permeated the office space. Free from time constraints and the pressure from the finals, this more casual presentation felt like a discussion, where we bounced off ideas with the Aesop team in the Q&A session.”
“This moment plus the positive feedback we received at Aesop made us feel that our business ideas were brought to life and could be applied in a tangible, real-world sense. This visit elevated our competition experience and has created lasting memories.”
Congratulations to Amy, Sophia Li, Rose and Yong Jie on their impressive win. We wish them the best with their pitch and future careers.
Are you a business interested in getting involved in the BCom Case Competition?
Please contact us to discuss how we can work together.
Are you a Bachelor of Commerce student wanting to participate in the next Case Competition? Find more information here.