Showing way to attract more customers

INSTITUTE Advertising Communication Training (IACT) students demonstrated their skills by presenting research findings and promotional ideas to senior managers of Unilever (Malaysia) Holdings Sdn Bhd.  

Project Blink, a collaboration between Unilever and IACT, was structured as an inter-class competition to harness the competitive streak in students. 

The students were required to conduct market research on hair shampoo and study the behaviour and buying trend of consumers. 

Bharat Avalani (left) and Unilever sales director Micheal Lee (left) with the winning team.

The findings were presented based on research and observations at designated shopping outlets.  

After the first stage of the competition, students were asked to propose marketing and communications strategies and tactics.  

The prize presentation was held at Unilever’s office at Menara TM. The winning team, Crux, presented the best creative and innovative ideas to attract shoppers. 

The team's idea will be put into practice to attract more shoppers to buy Unilever’s products. The team consisted of Ivan Gan, Fiona Chin, Cindy Yee, Liyana Osman and Low Bee Lin - all final year students of Diploma in Advertising/Marketing Communications. 

The winners were awarded a trophy, plaques and Unilever product hampers worth RM500 for each member. The winners also won all-expenses paid trips to AdAsia ‘05 Congress to be held in Singapore at the end of this year. 

Team leader Ivan Gan said: “Though we had previously worked on a similar project for our class, the experience of working on a real project is different.” 

During the prize presentation, Unilever communciation channel manager Bharat Avalani said: “Understanding consumer behaviour through research helped to create good marketing communications strategies and tactics.”  

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