Students from DBA, DAC and DEEE taking the Fundamentals of Marketing module in AY 20162017 Semester 1 got to work on an industry project based on the Gatsby Moving Rubber brand. 88 teams, with 5 to 6 students per team, were formed to analyse the marketing environment affecting the brand and develop marketing ideas to improve the sales of the Gatsby Moving Rubber products. The 88 teams battled to win the Champion title of the Gatsby Marketing Challenge 2016.
Specifically, teams were tasked to come out with ideas to grow the hairstyling market which includes increasing the sales of the Gatsby Moving Rubber products. Teams were to suggest ways to create new users through education by developing creative and feasible 4Ps i.e. Product, Pricing, Placing and Promotions.
After months of rigorous preparation and guidance from their lecturers, the top three Teams were finally selected to present their marketing analyses and recommendations to a panel of Judges on 10 August 2016, at the SP Auditorium. The panel of judges for this Challenge consisted of the Guest-of-Honour (GOH), Ueda San, Sales & Marketing Director of Mandom Corporation (Singapore) Pte. Ltd., Mr. Vincent Siow, Sales & Marketing Manager of Mandom Corporation (Singapore) Pte Ltd, Ms. Debbie Wong, Marketing Executive of Mandom Corporation (Singapore) Pte Ltd, and Ms Tan Yen Yen, Acting Director, SP Business School.
Figure 1: Welcome Speech by Ms Tan Yen Yen, Acting Director, SP Business School
Figure 2: Guest-of-Honor (GOH), Ueda San, Sales & Marketing Director of Mandom Corporation (Singapore) Pte. Ltd., receiving a token of appreciation from Ms Tan Yen Yen, Acting Director, SP Business School
Figure 3: Mr. Vincent Siow, Judge and Sales & Marketing Manager receiving a token of appreciation from Ms Tan Yen Yen, Acting Director, SP Business School
Figure 4: Ms. Debbie Wong, Judge and Marketing Executive receiving a token of appreciation from Ms Tan Yen Yen, Acting Director, SP Business School
After an intensive 2-hour period of presentations after presentations and a close battle between all three teams, Team Gatsby+ Heroes consisting of Year 3 students from DEEE clinched the champion title due to their impressive and authentic idea of introducing a special Gatsby+ product line in addition to the current Gatsby Moving Rubber product line to significantly boost its sales. They won S$150 worth of Mandom Corporation products/vouchers and commendation letters for all the team members. The team consists of Sim E-Jan, Faruq Idham Bin Ibrahim, Jason Liaw, Lau Yew Ling, Mohamed Akif Bin Mohamed Salim and Kenneth Ong.
We had an exclusive interview with our winners and when asked to provide tips for their juniors who would be embarking on a similar marketing journey in the future, bursting with enthusiasm, one of the team members, Faruq Idham, advised the juniors to “have fun first” and to “bond with [their] group” as their tight bond was the key to their success in clinching first place. When questioned further, these Heroes had actually gone for a thrilling bonding activity at none other than Singapore’s very own Universal Studios to break the ice and to get to know each other on a more personal level. This trip enhanced their teamwork and facilitated communication within this dynamic team. The interview ended with a touching sight of our Heroes ending their victorious journey with a warm and heartening group hug. Congratulations, Gatsby+ Heroes!
Figure 5: Champion, Gatsby+ Heroes receiving their bag of prizes from Guest-of-Honour (GOH), Ueda San, Sales & Marketing Director of Mandom Corporation (Singapore) Pte. Ltd.
After thorough deliberation, in 2nd place was Team Marketing Professional Services from DAC 09 comprising Year 1 students Nurul Nursyamin Binte Jamil, Adrian Sim Wee Kiat, Nursyafiqah Bte Azammudin, Lew Wen Xing Alvin and Chin Xue Qi Crystal. The team brought home S$100 worth of Mandom Corporation products/vouchers. One very prominent item in their presentation was their entertaining mini skit that had successfully broke the whole audience into laughter. Way to go, Team Marketing Professional Services!
Figure 6: 1st Runner-up, Team Marketing Professionals receiving their bag of prizes from Guest-of-Honour (GOH), Ueda San, Sales & Marketing Director of Mandom Corporation (Singapore) Pte. Ltd.
In addition to that, Adrian Sim Wee Kiat from Team Marketing Professional Services emerged as the Best Speaker bagging an additional S$50 worth of Mandom Corporation products/vouchers for wowing the panel of judges with his confidence and fluency throughout his presentation. Kudos, Adrian!
Figure 7: Best Speaker, Adrian Sim Wee Kiat receiving his bag of prizes from Guest-of-Honour (GOH), Ueda San, Sales & Marketing Director of Mandom Corporation (Singapore) Pte. Ltd.
Last but not least, Team G6tsby comprising students from DBA 03 ended their journey in 3rd place, bringing home S$50 worth of Mandom Corporation products/vouchers. The team impressed the Judges with their detailed and meticulous Gatsby Carnival floor plan. The team comprises Lim Wei Ting, Joshua Yap Zhi Wei, Ken Ong Wei Hong, Yong Ying Jie Rachel, Huang Zun Yao and Lim Yan Ling. Well done, Team G6tsby!
Figure 8: 2nd Runner-up, Team G6tsby receiving their bag of prizes from Guest-of-Honor (GOH), Ueda San, Sales & Marketing Director of Mandom Corporation (Singapore) Pte. Ltd.
To wrap up this exciting experience, we had also conducted an exclusive interview Mr. Vincent Siow, Judge and Sales & Marketing Manager of Mandom Corporation (Singapore) Pte Ltd. Mr Siow mentioned during the interview that “before the event had started, a lecturer told him ‘not to expect too much’ since [they were] just students from Year 1” (with the exception of the DEEE students as they were Year 3 students who had taken FOM as their specialisation module). However, he went on and complimented that the finalists’ performance was “more than what he had expected” and after an intensive discussion with the panel of judges, he concluded that Mandom Corporation would definitely take the students’ invaluable ideas into consideration when developing on their business plans. Mr Siow added that he would be keen to work with SP/SP Business School again in the future.
In light of the high standards of our finalists, when asked for tips on staying successful in the marketing sector, Mr. Amos Tan, Manager of SP Marketing-Retail Section, mentioned that marketing ideas should always be “feasible and practical” and not just “ideas with no plans”. He encouraged SP students to “stay hungry every single moment, [as] this would propel [them] to a higher level of understanding”. This is because “when you’re hungry you would seek more opportunities to be better.” Hence, we should all heed this inspiring and useful advice from Mr. Amos who is rich with experience in the marketing sector.
All in all, the three exceptional teams had done their best and each had also given amazing presentations to the Judges. It took much courage for these three teams to boldly share their project to the panel of judges and also to a large number of approximately 500 students amongst the audience who had participated in the Challenge as well. Bravo to all the finalists and to the students taking FOM who had taken part in such a remarkable Challenge!
Nur Syahindah Binte Md Yaman DBA/FT/1A/03
Yow Yu Xuan DBA/FT/1A/03