The Marketing Association of Thailand (MAT) selected the "POST sMART" and "Knock Everything Forever" teams, both composed of undergraduate students from Chulalongkorn University, to participate in the 2023 Global Brand Planning Competition earlier this year. They presented their meticulously crafted brand plans to a panel of industry experts serving as judges in Singapore on 15 July 2023.
The "Thailand Post Mart" brand case, presented by the "POST sMART" team, clinched the Gold Award and the 1st Runner-up in the English category. This team consists of Ms. Panisara Thamareerat, Mr. Sala Wiangkao, Ms. Varista Jungwiwattanaporn, Ms. Pattarakamol Tongyu, and Mr. Pon Wanarot.
Meanwhile, the "Thailand Post" brand case, delivered by the "Knock Everything Forever" team, also secured the Gold Award and the 2nd Runner-up in the English category. This team includes Ms. Waranporn Chantanayingyong, Mr. Supakit Chang, Mr. Passawut Prasitworanun, Ms. Sataporn Wechatup, Mr. Nonpawit Suwattikul, Ms. Sitara Suwiwattanachai, and Ms. Ramita Juthasantikul.
Executives from the MAT, Dr. Somchat Visitchaichan, Vice President and Chief of Learning Architect & Marketing Innovation, Mr. Sakchai Ruangkittikul, Vice President of International Affairs, and Ms. Chanphen Thanon, Association Project Manager, led the Thai teams at the competition.
Organized by the Global Chinese Marketing Federation (GCMF), the GBPC brings together brilliant marketing talents from universities worldwide. Founded by professionals and academics from China, Singapore, Taiwan, and Hong Kong, the federation aims to uphold the highest standards in marketing through case studies, recognition of achievements, and fostering innovation and creativity.
The GBPC challenges participants to develop comprehensive business plans with a focus on brand building and strategic marketing for a selected brand or product. They must analyze the current condition, position, performance, and business model of the brand and make recommendations to enhance its image and demonstrate an understanding of the target market.
This prestigious competition provides an opportunity for students to showcase their skills and pride for their countries and universities. It also allows them to network with marketing professionals and peers globally, offering valuable exposure to the international marketing industry.
Judging criteria encompass various key factors, including an analysis of the brand's current image and position. Recommendations should consider long-term macro and micro environmental conditions, targeted market segments, current and potential competitors, brand uniqueness, and core brand values.
Teams are evaluated on the inclusion of brand elements such as the brand name, internet domain name, logo, trademark, slogan, spokesperson, and packaging. They must also formulate policies for brand asset protection, identify procedures and contingencies for potential risks, evaluate budgets for proposals, and align the brand's vision, mission, and values.
The GBPC is an event that showcases the ingenuity and talent of young marketers globally. With the support of GCMF and the dedication of the participating teams, it undoubtedly contributes to advancing marketing excellence worldwide.
Source: พีอาร์ แอนด์ แอสโซซิเอส
