Took part in a marketing competition with a couple of friends recently, and we came out tops :)
Pretty excited because we will be going to BreadTalk HQ in Shanghai for a 6 day stint. More on that as it comes... in the meantime, read more about the competition here: omy.sg article
The competition brief was to formulate a marketing proposal that positions BreadTalk's 2012 mooncake range in the Shanghai market, with a particular emphasis on new media marketing strategies.
Our team basically narrowed down our focus to target three segments of working professionals (top management, middle management and ladies). Based on these target segments, we made suitable recommendations for how to craft a personalized and effective marketing message, that takes into account different media both off- and online.
The proposal was supplemented with a mock-up advertisement (30%), where we took the opportunity to demonstrate how our marketing message could be personified into 3 characters that we felt would best resonate with the target audience. Above are some screenshots taken from the final cut. A big shout-out to those who gave us their kind support during the online voting component :)
All in all it was an eye-opening experience for me, having to weed through market trends, competitors and consumer habits in order to gain insight on the Chinese market. It was also pretty fun and gratifying to be able to put into practice what I learnt from the "Marketing in the 21st century" elective offered by NTU (Thank you Prof Boey). We would also like to thank BusinessChina and the omy.sg team for their kind support throughout the competition, and BreadTalk for kindly sponsoring the prizes.
I will definitely be taking a serious look at how to further apply my skill sets to advertising and marketing, will share any developments here. Hope everyone's had a Snazzy September, see you again soon :)
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