Estefanía Fernández, winner of Estudiantes con Talento: “Companies should be more flexible and creative, and include more knowledge fields”

Placements, talent, communication and innovation are the key aspects of this competition in which more than three hundred university students have already participated in Spain. The initiative #EstudiantesConTalento is promoted by the companies Iberdrola, Banco Santander, DKV Seguros, Coca-cola, Gallina Blanca, Correos, Yoigo and Toyota, supported by Universia and infinitiC. In the following lines, Estefanía Fernández, who will graduate in Biotechnology at the UB in the academic year 2016-2017, describes her future projects and her experience in the competition which awarded the project she developed to improve the position of the brand Yatekomo of Gallina Blanca in the market.

Barcelona is the city you chose to study at the university. What university studies did you want to complete here?

I studied primary education at the school Colegio San Francisco Javier, in A Coruña. Then, I studied secondary and upper secondary education, the scientific and health pathway, at the high school IES Monelos. I moved to Barcelona in 2012. I wanted to study Biotechnology, but the mark I got on the university entrance examination was not high enough; so, I enrolled on the degree in Food Science and Technology at the Universitat Autònoma de Barcelona (UAB). Then, I asked for the transcript transfer to the University of Barcelona to study the degree in Biotechnology. And, I went back to A Coruña to take again the university entrance examination because my desire was to study the degree in Biotechnology. On that occasion, my mark was high enough, and I began to study the degree in Biotechnology at the UB in the academic course 2013-2014.

Now, you are studying some subjects included in the syllabus of the second and third years of the degree in Biotechnology. What are your interests and objectives as a university student?

Besides Biotechnology and sciences in general, my personal interests include communication, science dissemination, marketing and fashion. In addition, I love travelling. I want to finish my university studies and take profit of the placement that the University of Barcelona offers to me in order to discover what aspect of Biotechnology is the one that interests me most. Now, I am particularly interested in microbiology and genetic engineering. Next September, I am beginning a placement at the company Gallina Blanca, in the Department of Marketing; this experience will allow me realizing if this is my true vocation. When I graduate, first I want to get some job experience in several fields in order to decide in what subject area I am going to complete a masterʼs degree and specialize.

Why did you participate in the competition Estudiantes con Talento?

When I read the rules of the competition, the thing that most caught my attention was the possibility to carry out a paid placement at important companies like Gallina Blanca, independently of the university degree you were studying. Like marketing and communication are one of my passions, I decided to apply. I was absolutely interested in getting some professional experience in the sector and discover if it is really the field in which I want to specialize. Apart from the placement, the competition gives you the possibility to attend the lecture series Conferencias de Patrocinio, organised by the company infinitC every year, and present your project to a group of experts.

You won the Spanish competition that helps university students to discover their talent in communication and business. Can you describe us the award-winning project?

Competition organizers give you a briefing, an outline that indicates the sections to be developed. My project is focused on the brand Yatekomo of Gallina Blanca. Its main objective is to promote the brand in the market. The project includes many actions: it analyses competition; it compares the brand to its rivals; it develops an analysis of the relevant market; it studies distribution channels, etc., and finally it proposes an innovation, describe its profitability and implementation in the market. My proposal is to create a new packing for the noodles Yatekomo which is available at universities and companies where there is not a kitchen to be used by people. Thus, a new market will be opened: vending machines. This innovation will add more value to the product.

What is the most exciting challenge you faced in the competition?

Without any doubt, the main challenge was to present the project in front of a group of experts on the 10th lecture series Conferencias de Patrocinio, organised by infinitC. This year, lectures took place at the Palau de Congressos in Girona and were attended by representatives of many important firms like Coca-cola, DKV Seguros, Marca, Correos, Iberia, Gallina Blanca, BBVA, Damm, Pernod Ricard, Atresmedia, Bacardi, Zurich Seguros, etc. Joan Roca, one of the best chefs in the world, Carlos Jean, the popular musician and producer, and important sport personalities like Gisela Pulido and Mireia Belmote also participated in the series.

In your opinion, why are marketing and communication strategies and knowledge important in professional environments?

I consider that communication, marketing and publicity are gaining importance. Consumers are more demanding and critical, and the amount of information at their disposal to choose a certain product is higher than it used to be. Therefore, companies should be more flexible and creative, and include more knowledge fields than some years ago. Furthermore, the evolution of society and new technologies has provided us with new communication tools such as social networks, apps, etc. These are a double-edged sword as too much information can turn into something negative for brands.

What are your future plans regarding communication, sponsorship and business professional environments?

Basically, I want to graduate in Biotechnology and profit as much as possible the placement offered to me. Then, I will try to join a company and get some experience in different sectors in order to decide in which area I want to specialize and study a masterʼs degree focused on it. After that, I would like to work some years in a foreign country. However, I would like to come back to Spain and complete my professional development here, thanks to the professional background I will bring back to my home country.