Action-Based Learning Projects:
MAP & Consulting Studio
Dihon Pharmaceuticals invited a team of students to aid in the company's mission of producing accessible, effective, valuable solutions in consumer healthcare. The Dihon team spent two weeks in China visiting the headquarters in Kunming, along with sites in Beijing. The team studied the market, compared regulations, and analyzed distribution channels around China, then returned to Ann Arbor to complete their analysis.
![Clinique](/sites/default/files/styles/max_325x325/public/images/map_logos/clinique.jpg?itok=6NPCl4M-)
![Clinique](/sites/default/files/images/map_logos/clinique.jpg)
The challenge Clinique presented to its MAP team was how to communicate the value and benefits of its products to the millennial generation in an increasingly fragmented and competitive landscape. The original research conducted by the MAP team led to a robust sampling strategy using digital engagement and non-traditional distribution channels. The team’s final report to the company included detailed communication and distribution plans along with estimated financial impacts.