Johan Öhlin, recently appointed Head of Marketing at Coop, presented Coop's difficulties in brand image, market position and salience in younger generations especially, and how this translates into a marketing challenge for the company. Students were given the task to produce a new long-term concept to solve this issue, by leveraging on the positive aspects of the particular business model of Coop: being a member means owning a share of Coop. The main suggestions revolved around many unknown benefits, like the Mersmak magazine that all members get, as well as the chance that members have to shape the future of the company by the simple act of purchasing.

Jacopo Breschi & Andrea Maggino, Key Account Managers, Coop Retail Club