Southeast Asia: Nanyang group wins CIMS prize with Ero revamp

SINGAPORE: 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). 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.