A group of Mechanical engineering students at Cape Peninsula University of Technology (CPUT) will be taking part in the 2012 Formula Student competition which will take place in Silverstone circuit in July 2012. The group joined together to build a racing one seat car from scratch. The group is made of twelve Mechanical engineering students from 1st year up to Masters level, the group is quite dedicated to the project and they have been working around the clock to ensure that the race car is completed in time. This made them qualify for the international racing competition, making them be one of the only institutions in South Africa (along with Nelson Mandela Metropolitan University) to take part in this huge competition.
The Mechanical engineering Department at CPUT helped fund with the making of the race car which is now complete, so now they are in need of further funding to help with other technical stuff and logistics, this include attire and interior designing the actual car.
Formula Student is the biggest and best of its kind in Europe. Run by the Institution of Mechanical Engineers (IMechE), in partnership with the Society of Automotive Engineers (SAE) and the Institution of Electrical Engineers (IEE), it promotes careers and excellence in engineering, by challenging university students to design, build, develop, market and compete as a team with a small single seater racing car.
It provides the students with a real-life exercise in design and manufacture and the business elements of automotive engineering. It teaches them all about team working, under pressure and to tight timescales. It demands total commitment, lots of late nights, and many frustrations and challenges along the way, but the net result is the development of highly talented young engineers.
Below is the SWOT analysis
· Brand recognition and reputation
· No bad reputation from the student team
· The student team is an underdog in the competition so they do not have so much pressure in the competition so being part of the whole event is an achievement on its own.
· No high prices in some products because the actual car has already been built
· The student team is already ranked position six on the line up meaning they are going to get media attention since they on the top 10
· The racing has a low profile in South Africa generally and attracts few sponsors
· Not much experience at any part of running a race by the group of students
· have very few specialized tools required for top performance
· due to change of environment the team might be unable to adapt to the climate and this may affect their progress
· lack of enough media coverage before the event
· Increasing brand awareness
· Building brand preference and loyalty
· Increasing sales and market share
· To communicate commitment to a new specific target audience (secondary learners and tertiary students from all learning departments)
· To generate media interest
· Making sure that the relationship will be sustained even after the competition
There will be variety of activities taking place before and after the competition in order to gain exposure from the public and media. The Public Relation Management Department in CPUT will be the ones in charge of the activities. The activities involve:
· High schools road shows were the PRM students will be promoting the racing team together with the engineering department at CPUT.
· The PRM students got the “cape speed team” on social media this included opening a Facebook page for them, a twitter account and their very own website.
· CPUT has Open day every year to inform secondary learners about what CPUT provides so, we will have the car which will be fully branded be on display during the Open day so kids will be able to see
· CPUT has market day the PRM B-TECH students use this time to promote the racing team so that fellow students would be able to know about the team.
· The Btech team organized both a farewell and welcome ceremony for the team the time they left for the UK, this included organizing goodie bags for the team.
· A fundraising campaign (show and shine) was also organized by the PRM students were they sold tickets in order to raise funds for the team.
· CPUT has a campus radio station this will be the communication tool to reach the students and inform them about what the racing team
With all these activities the marketing campaign together with the media campaign will be able to reach the targeted audience. All these activities were done by the Btech PRM students without any form of sponsorship.
Only students will be involved from all angles of the production. So R400 000 is estimated for the PR activity for pre, during and post event.
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