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In a global economy shaped by digital transformation, agile distribution models, and content-driven brand building, collaboration between academia and industry has become a strategic necessity. The ongoing partnership between Swiss School of Business and Management Geneva (SSBM Geneva) and Swiss Diversitas Group (SDG) illustrates how applied education can directly support real-world market development.
Under the academic supervision of Dr. Olesya Meskina, professor of SSBM Geneva, and with industry mentorship from Mr. Nicolas Thoenen, Founder of Swiss Diversitas Group, students have worked closely with SDG’s leadership to develop strategic recommendations for the company’s online media presence—specifically on TikTok and YouTube.
The objective has been to support SDG’s continued growth in Southern Africa through evidence-based digital communication frameworks. This project is not a classroom simulation. It is an ongoing, market-oriented initiative embedded in real commercial priorities.
As part of SSBM Geneva’s applied Company Project programme, students worked directly with Swiss Diversitas Group to develop research-driven recommendations for a scalable social media strategy focused on TikTok and YouTube. Their analysis examined South African consumer behavior, platform dynamics, competitive positioning, cultural relevance, and adoption barriers in smart appliances, resulting in strategic guidance rather than fixed content plans.
Students proposed a communication tone that is confident about the product, respectful towards the user, practical, calm, and reassuring. This approach reflects local audience preferences for credibility, clarity, and usefulness over promotional messaging.
A recommended posting rhythm was developed, consisting of weekly long-form YouTube content, YouTube Shorts, three to five TikTok posts per week, weekly thematic alignment, and organic-first content supported by selective paid amplification. This structure prioritises consistency, scalability, and operational feasibility.
For storytelling and demonstrations, students proposed a consistent emotional flow: Problem → Precision → Release → Trust → Calm Reward. This narrative structure is designed to support long-term trust-building and aligns with established South African viewing behaviour.
Founded in 2018, Swiss Diversitas Group operates between Switzerland and South Africa as a premium brand development and distribution partner, helping international companies enter Southern African markets through structured strategy, retail execution, and long-term positioning. Its curated portfolio includes:
The company was founded by Nicolas Thoenen, a graduate of the University of St. Gallen and former founding CEO of Lindt & Sprüngli South Africa, whose international FMCG background shapes SDG’s disciplined, relationship-driven approach. With upcoming regional launches, product expansions, and AI-enabled innovations planned through 2026, the group is positioning itself not as a traditional importer but as a modern, digitally focused platform for building premium brands across emerging markets.
For SSBM students, the project provides hands-on exposure to:
For Swiss Diversitas Group, the collaboration offers structured research capacity and fresh digital perspectives that strengthen market readiness. The outcome is mutual capability development rather than a one-directional academic exercise.
