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​A time to remember – an internship with Casio

Published on: 17-Jul-2017


​​​​Wilson pitching to Casio management​​​.

Congrats to Wilson Te Jing Yang (Y2, Business Student, specialising in Marketing) who recently won a 10-week internship with Casio Singapore. The internship was the result of an industrial project (a collaboration between Casio and Dr Lewis Lim, course coordinator of BM3501 Marketing Strategies) to develop marketing strategies to rebrand one of Casio's most prominent timepiece brands, G-Shock.

The spec was to craft a series of strategies to re-instate the branding of G-Shock among the young Singapore population. Students had to work within several parameters – the initiatives have to be implemented within a time frame of one year; within a stipulated budget; and had to be in line with the four core pillars of the G-Shock brand (Street Art, Street Fashion, Sports and Music). 

Students called upon the research methods they had learnt in NBS to analyse the industrial landscape, market behaviour and consumer behaviour. They also have to understand the current position of G-Shock in the market versus other share-of-wallet consumers fashion brands like Daniel Wellington and Fossil, as well as new innovative brands such as smart watches (e.g. Apple Watch) and health-fitness bands (e.g. Fitbit) 
What was exciting was that the project was in line with G-shock’s 35th anniversary celebrations, and that Marketing would take into consideration the students’ proposals when they made their eventual pitch to Casio’s Global Headquarters in Japan.

Wilson’s was among six proposals chosen by Casio management for presentation to their General Manager, Marketing Manager and Head of Human Resource.  Internships were offered to the top three pitches. 

Wilson’s proposal comprised various elements. Arising from his observation that the main endorsers of G-Shocks were international extreme sportsmen, he suggested Celebrities Endorsements by new local celebrities and music personalities. He further proposed G: Stories, to build on the new celebrities endorsers’ emotional connection with the consumers by highlighting their (arduous) journey into the local music industry. 

Wilson also proposed G: Talent events such as FUSE in NTU where Jam Bands come together to perform. 

He is very excited to see his ideas come to life, especially as some of the marketing strategies proposed in his pitch would be considered and implemented in line with Casio G-shock's 35th anniversary celebration in Singapore next year. He also foresees that the internship programme would involve a large amount of events planning and preparation for the upcoming celebration. He says, “I look forward to being able to live the dream, to be able to lay the ground work for my very own ideas, and to be able to see them physically implemented by a large well-known company.”

All the best, Wilson, and may those dreams come true.

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