Proposals were based on actual clients with real marketing issues. Nanyang's survey showed Ero had a market share of 10 per cent, while main competitor Triumph held 57.1 per cent. The team presented a marketing plan for Ero which involved revamping the brand's image and identity, from an ordinary local lingerie label to a local retailer offering exclusive French and Taiwan labels. Nanyang called for educating consumers about Ero's offer to create brand awareness and sharpen its competitive edge.
Chief judge Professor Dr Teo Cheng Swee, principle of Hemsdale Management School, said the team stood out because of its "creativity, originality and innovativeness".
Nanyang group wins CIMS prize with Ero revamp
A proposal to reposition a lingerie retailer has helped a team from the Nanyang Polytechnic win an inaugural national competition of tertiary-level marketing students organised by the Chartered Institute of Marketing Singapore (CIMS).
