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​NBS students tackle real-world marketing challenges

Published on: 17-Jun-2019

Industry projects give students a real-world experience and allow them to apply theory learnt in class to real brands and products.
For the Market Behaviour module (BM2501), Nanyang Business School (NBS) undergraduates worked on an industry project sponsored by F&N Foods Pte Ltd (F&N). Students were tasked to identify the consumer insights underlying bottled water purchase and propose recommendations to increase F&N Ice Mountain’s market share. 

Three best teams, out of 14 teams, were then selected to present to the F&N’s marketing team on 14 May 2019. At the presentation, the teams shared their research findings, competitor analysis, SWOT analysis as well as recommendations on product packaging and branding. 
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Judges for the presentation were Ms Goh Geok Peng, Head of Marketing, Ms Shannon Sia, Brand Manager for 100PLUS and Ice Mountain, Ms Teo Qiqian, Manager for Marketing Research & Business Analytics and Ms Toong Si En, Assistant Brand Manager for Ice Mountain.

Ms Goh said,” I appreciate the teams’ efforts and time in this project, their hard work is evident in the presentations. There is strong rigour in the research and the teams demonstrated good understanding of consumer insights in their proposal.”

Winning team, Jamie Yin, Deanna Tan, Emilia Wong and Audrey Lam, shared that they were stumped at the start, finding it difficult to create a marketing campaign for water. However, with much brainstorming and the invaluable advice from Asst Prof Zhang Kuangjie, the team impressed the judges and brought home a cash prize of $1,500.

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Top three teams with Asst Prof Zhang Kuangjie and judges from F&N, Ms Goh Geok Peng, Ms Shannon Sia and Ms Toong Si En.

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