Business Students Visit Corona Company for Practical Learning in Marketing and Supply Chain Management

Nile University School of Business Administration students ended their semester with an insightful and joyful visit to Corona. The visit began with an informative session led by the Marketing Director, Mr. Baher Kamel. Students gained valuable insights into how Corona's brand promise of happiness translates into product development and promotion strategies. Mr. Kamel explained the unique aspects of their products, including elements of quality, nostalgia, and authenticity, the importance of qualitative research in testing new product acceptance with target customers, and the role of marketing intermediaries in product distribution. Then, he took them on a guided tour of the Corona Museum, where they discovered the company's rich history dating back to 1919. They learned about Corona's brand story, the story behind their iconic Gazelle logo, the history of chocolate production, and the company’s production lines.

Last but not least, the visit concluded with a very interactive and useful Q&A session with the company CEO, Dr. Shady Farid, who explained the critical role of innovation and strategic planning in sustaining Corona’s growth, the various functions within the supply chain, the direction of sustainability, and strategies for building long-term customer relationships.

We would like to thank Dr. Shady Farid and Mr. Baher Kamel for the warm welcome, valuable time, and great insights. Special thanks to Ms. Yasmin Abd El Fattah, Senior Brand Manager, for spearheading this initiative and providing exceptional organization and support for our students. The visit was a great eye-opening experience for IMC and Supply Chain major students. The visit was part of the Marketing Research and Distribution Channels Management courses under the supervision of Dr. Menna Kaoud, Assistant Professor of Marketing, and TAs Menna Magdy and Haidy Hassan.