"Spray-Tell Strategy for Parfums Astraux" wins Best Marketing Management course project for 2nd Semester of SY2024-2025

The team composed of Alphonso Miguel Alcabao, Xchyrha Amo, Claire Louisse Basallo, Sebastian Stanley Cenon and Stephen Daeniel Mansueto was awarded the Best Marketing Management (MKTG 111) project for the 2nd semester SY 2025-2026 by the Department of Marketing & Law. The team's teacher and mentor was Mr Marion Manalo.

This win comes from the team's Final Four presentation to expert panelists last 24 May in Leong Hall. The panel included Ricky Gonzales of Over The Moon Communications, of which he co-manages, Cara Favila, the Marketing Director for Reckitt Mead Johnson; and Candice Iyog, the Chief Marketing and Customer Experience Officer of Cebu Pacific.

The challenge this semester was “To develop a marketing plan that will scale up a small business in a growing industry".

The group presented an insightful and consumer-driven marketing plan scaling up Parfums Astraux, a niche perfume brand that offers unique blends inspired by Filipino places and experiences. Since the year of its founding in 2022, it has grown into a beloved gem in the fragrance community, with over 5,000 followers and 3,000 loyal members.

To scale the brand, the group recommended the Spray Tell Strategy, a two-pronged approach focused on product innovation and strategic marketing communications. This strategy positions Parfums Astraux as a Fun, Filipino, and Familiar brand, expanding its consumer base while staying true to its loyal community.

The group bested more than fifty MKTG 111 groups this 2nd semester, 2025-2026.

Congratulations to all our Marketing students and their teachers for a fruitful semester.