mellienials marketing
For my Summer MBA internship in 2008, I developed and led a project for Yum! Brands and coached 85 undergraduates enrolled in the Vanderbilt’s Accelerator Summer Business Institute.
In addition to advising senior brand executives at KFC ahead of their strategic repositioning slated for 2009, this project was created to help increase KFC’s brand relevance among Generation Y/Millennials customers across all aspects of the organization.
The result was a comprehensive set of recommendations that helps to align KFC’s brand with the values and purchasing drivers of a valuable, growing demographic.
Additional projects addressed during Accelerator included Hispanic Health Programs at Humana, Small Business Travel Marketing at American Airlines, Artist Management at The William Morris Agency, as well as Green Management Strategies at Caterpillar Financial and Urban Real Estate Development at Gresham-Smith Partners.
In both the Urban Real Estate Development and Green Management Strategies projects, my teams were selected as having the winning proposals by the Gresham-Smith and Caterpillar, respectively.
More Information On This Project
- Photo Gallery: Photos From The Yum! Brands Project Launch
- BusinessWeek Video: Vanderbilt’s Accelerator Summer Business Boot Camp
