The Department of Marketing at the Faculty of Economics in Osijek proudly announces a successful collaboration with Primax d.o.o., a leading business entity in the development of sustainable products. This collaboration resulted in the creation of a marketing plan for the innovative product Ecolant, a lantern made from non-flammable paper, which has been recognized and awarded at prestigious international trade fairs.
As part of this project, final-year Marketing students had the opportunity to work in a real business environment. Through an interdisciplinary approach, they developed strategies for product promotion, distribution, pricing, and branding. The project was carried out as part of the course. Marketing planning, which combines theoretical knowledge with practical assignments, enabling students to gain relevant experience and a deeper understanding of contemporary market trends. The Croatian Marketing Association (CROMAR) participated in the project to lend it a scientific dimension, which is in line with its primary activity.
According to the words Professor, PhD Helene Štimac, the course instructor, "The collaboration with Primax d.o.o. was an extremely valuable experience for our students. In addition to working on a real-world project, they had the opportunity to present their ideas to industry experts. Projects like this represent an ideal synergy of theory and practice and contribute to the development of key competencies such as teamwork, critical thinking, and problem-solving."
A total of eight teams participated in the marketing plan development, and all successfully presented their strategies to representatives of Primax d.o.o. The winning team distinguished itself with its research and analytical skills, as well as creative solutions that resulted in exceptional proposals for positioning the Ecolant product in the Croatian market. The members of the winning team are Ana Pavković, Luna Suver, Tea Grlić, Iva Antunović and Josipa Sabo Hamzić.
Luna Suver, a Marketing major, stated: "Working on this marketing plan was an opportunity to apply our theoretical knowledge to real business challenges. The win is the result of teamwork, effort, and creativity, and this experience will surely benefit us in future projects. We thank Primax and our faculty, Professor Štimac, for the opportunity to learn through practice.“
The results of the student work exceeded expectations. The developed strategies include innovative digital marketing channels, campaigns to raise awareness of the importance of sustainability, and concrete proposals for the long-term presence of the Ecolant product in the domestic and international markets.
Vedran Dankić, Sales Director of Primax d.o.o., said: „I would like to thank Prof. Štimac and all the student teams for their professionalism and effort. The professionalism and effort put forth impressed and motivated me. The proposed solutions and course of action are admirable. We will certainly implement the same in the further development of Ecolant. I look forward to future projects.“
This project is yet another testament to the successful collaboration between academia and the business sector in developing solutions that benefit society and the environment.
Author: Prof. Dr. Helena Štimac, Head of the Marketing Program and Instructor of the Marketing Planning Course
