Global Brand Planning

Competition 2018 (17 & 18 June)

DATE & VENUE

17th June 2018 9am – 6pm

Venue: NTU@One-North

17TH JUNE 2018

Competition Venue:

NTU @ 1 North Executive Centre Level 3

Address:

11 Slim barracks Rise (off North Buona Vista Road), S138664

Awards Ceremony venue:

NTU @ 1 North Executive Centre Level 3

Address:

11 Slim barracks Rise (off North Buona Vista Road), S138664

18TH JUNE 2018

OPTIONAL PROGRAMMES

Programme 1

18th June 2018 Monday Afternoon

Local Factory visit (to be confirmed)

*Admission fees: To Be Confirmed

Programme 2

19th June 2018 Tuesday Whole day

Tour to Universal Studios Singapore

*Admission fees: To Be Confirmed

*Registration fee does not include the admission fees to any of the above programmes. *If students are interested in the above programme(s), please email gbpc_admin@gcmf.com.sg with the name and number of participants by 31st May 2018. More information regarding payment will be released in due time.

CONTENT

1. Introduction

2. Objective

3. Competition Format & Deliverables

4. Judging Criteria

5. Prizes

6. Terms and Conditions

7. Rules & Regulations

8. Registration

9. Timeline

10. Debate & Award Ceremony

11. App Download

12. Organizers GBPC 2015, 2016 & 2017

INTRODUCTION

China: Zeng Ya Fei Hong Kong: Sherman Lam

Singapore: Roger Wang Taiwan: Jen Lichung

Global Chinese Marketing Federation

• GCMF is an uprising representative in the global Chinese business market. Founded by professionals & academics from 4 different countries.

• Providing a platform to promote Chinese marketing, upholding the standard of excellence in the practice of marketing via case studies, recognition of achievements, fostering innovations .

“One competition, endless prospects & opportunities.”

• The Global Brand Planning Competition (GBPC) is a brand marketing plan competition to showcase

bright and exciting new marketing talents from global universities.

• The competition aims to provide students with:

o A platform to bring pride & recognition to their home country & universities,

o Opportunities & exposure to the international marketing industry via exchange and networking

with marketing professionals and peers.

OBJECTIVE

• Participating teams will have to come up with a business plan for a product / brand from a

brand building perspective. A summarized content of 10-minute and 5-minute Q&A

presentation ought to be prepared and presented on the day of competition.

• The business plan chosen by the teams must be based on a real product/brand in which

teams will assume the role of marketing/brand consultants. The key focus is the ability of the

team to offer a brand building plan of the product based on their understanding upon the

brand’s current condition, position, performance and the company’s business model.

• Your recommendation should also help to improve the brand image of the product.

FORMAT & DELIVERABLES

Format of submitted report:

• Each team has to submit the report in either English or Chinese.

• In the report’s cover page, the following must be clearly listed:

• Team name & names of all members;

• Name of team mentor;

• Name of corporation from which the brand is chosen for report;

• Team leader’s contact information (email address and mobile phone number);

• Number of pages for the main content of each report (excludes the cover page and any surveys and its findings);

• Any survey and its findings should be attached at the end of the report.

FORMAT & DELIVERABLES

Format of submitted report:

• The name of school MUST NOT be shown in all reports or presentations.

• All promotional and communication recommended should follow guidelines stated in

the Consolidated ICC Code of Advertising and Marketing Communication Practice

(2011).

• File name of your submitted report should be in the following format:

(Name_of_school)_(team_name)_(name_of_team_leader)_(team_number)

• All reports and materials must be submitted before the stated deadline via email.

FORMAT & DELIVERABLES

Your Brand Business report/proposal should include the following content:

FORMAT & DELIVERABLES

1) Table of Content

2) Executive Summary

3) Introduction

4) Analysis of the current corporate/brand image

5) Brand Position

6) Core Brand Equity and Value

7) Brand Elements Design 8) Brand Promotion and Communication 9) Protection of Brand Assets 10) Risk Management 11) Budget and Financial Forecast 12) Appendix and References

The following must be considered and established:

1. An analysis of current brand image/position should include internal and/or external environmental factors.

2. The following should be considered when making recommendations for improvements in brand positioning

• Analysis of long term macro and micro environmental condition

• Selection of the targeted market segments so as to satisfy the needs of target customers:

• Identify current and potential competitors

• Identify similarities and differences of brand versus those of competitors’

• Explain style and uniqueness of own brand

• Core brand value must be easily recognized by both internal stake holders and target customers

3. Brand elements should include brand name, internet domain name, logo, trademark, slogan, spoke person,

packaging and theme music of your advertisements.

FORMAT & DELIVERABLES

4. All promotions and communications of brand should follow guidelines stated in the Consolidated ICC Code

of Advertising and Marketing Communication Practices.

5. Policies and procedures on brand asset protection should be formulated.

6. Identify procedures and contingencies on potential risks in brand building process.

7. Identify costs and budgets for brand proposals.

8. Teams should also:

• Align vision, mission and value of brand

• State references for all quotes

• Include all tables, diagrams, articles and supporting materials from public sources in appendix;

• Identify assumptions, if any, for analysis and recommendations.

FORMAT & DELIVERABLES

JUDGING CRITERIA

Judging criteria will encompass the following and more:

• Comprehensiveness of report

• Problem identification and analysis

• Proposed solutions’ effectiveness and feasibility

• PPT Slides, Materials and Presentation

• Ability to address judges’ questions

• Verbal and non-verbal communication skills

• Team performance and time management

PRIZES

All participating teams will be presented with certificates of participation.

All prizes are subject to changes without further notice.

Winner Cash prize of SGD$800 and trophy.

1st Runner Up Cash prize of SGD$600 and trophy.

2nd Runner Up Cash prize of SGD$400 and trophy.

Best Presenter (individual) Cash prize of SGD$200 and trophy.

Best Report(team) Cash prize of SGD$200 and trophy.

Best Performing Team Cash prize of SGD$200 and trophy.

• The GBPC is an invitation open to only competition for university and polytechnic schools. Invited schools will include

university undergraduates & polytechnic diploma students from China, Taiwan, Hong Kong, Singapore, Thailand

and Malaysia. Each school will be allowed to send a maximum of 2 teams.

• Students should come from business related disciplines including BBA, Sales and Marketing, Retailing, Franchising,

International Business, E-commerce, Hospitality, Hotel and Tourism, Events Management, General Management

and Economics Studies, etc.

• Team composition: 3 - 5 students in each team, along with 1 faculty mentor (optional).

• Final submission of business plan and presentation : 25 May 2018, 23:59 hours.

TERMS & CONDITIONS

• Participating teams must submit their final project report and their presentation power point (PPT) slides by email to gbpc_admin@gcmf.com.sg by the final submission date and time.

• PPT slides are to be submitted in Microsoft PowerPoint 2010/2013, slide size must be Widescreen 16:9. • Students are to bring the softcopy of the presentation slides along with them to prevent loss of documents /

corrupted documents.

• Order of presentation will be decided through balloting before teams arrive in Singapore.

• Each team will have 10 minutes to present, followed by 5 minutes of Q&As. All reports and presentations must be submitted either in English or Chinese.

RULES & REGULATIONS

• To participate, please click on the following link to register online; http://www.gcmf.com.sg/registration-form/ .

• If you have any issues registering, email to gbpc_admin@gcmf.com.sg .

• An invoice will be sent to the teams once payment has been received. If you do not receive the invoice, you will

not be allowed to participate in the competition.

• The registration fee does not include payment for your accommodation, food and transportation.

REGISTRATION

Register online @ the Online Portal

A confirmation email will be sent to

you in 1-2 days.

Teams to make payment of SGD

$600.00 (EXCLUDING TT

fee) by 31st May 2018.

Congratulations! You have

successfully registered for the

competition. Invoice will be

issued.

Email to gbpc_admin@gcmf.com.sg

REGISTRATION

Email TT

slips

Teams must make payment for online registration by 31st May 2018 (teams that fail to do so would not be allowed to participate in the competition). An invoice will be issued by GCMF upon receiving the payment. Invoice has to be presented on day of competition for registration.

REGISTRATION

TT Bank Transfer

Account Name : GLOBAL CHINESE MARKETING FEDERATION

Bank Name : United Overseas Bank Limited Singapore

Bank Branch : JURONG EAST JEM

Bank Code : 7375

Branch Code : 336

Account Number : 388-304-662-3

Swift Code : UOVBSGSG

After transferring, please email TT slip to gbpc_admin@gcmf.com.sg .

Do note that the stated SGD$600 EXCLUDES additional fees to be paid base on your bank requirements.

TIMELINE

13 April 2018 Commencement of

registration for invited schools

30 April 2018 Closing of registration & payment

of competition fees

25 May 2018 Submission of final report &

presentation slides

17 June 2018 Global Brand Planning

Competition

ITINERARY

Date/Activities

17 June 2018 0830 – 1200 Hrs: 2018 Brand Planning Competition 1200 – 1300 Hrs: Lunch 1300 – 1800Hrs: Second Half Competition

18 June 2018 0830 – 1130 Hrs: Debate Competition 1130 – 1200 Hrs: Lunch 1200 – 1400 Hrs: Prize Presentation Ceremony 1400 – 1800 Hrs: Industry Visit (Optional)

19 June 2018 0900 – 1800 Hrs: USS @ Sentosa (Optional)

DEBATE • Registration for Debate will be free of charge and open to all individual team members.

• Selected students (12 Students, 6 English and 6 Mandarin Speakers) will be announced to them on 31st May 2018.

• A total of 12 best speakers (6 Mandarin speakers; 6 English speakers) will be chosen from the case presentation on 17th June to participate in the debate happening on the 18th of June.

• Team for debate will be chosen through balloting. However, each speaker will be judged individually based on his/ her performance.

• Closing Date of Registration will be 25th May 2018.

• Proponent and Opposition teams (3 students per team) will be selected by random draw slots on 17th June 2018. (1 day before actual competition date.)

• Topic of debate will be: TBC

• Interested participants may send their personal particulars (Name, Country Origin and Passport Details) to gbpc_admin@gcmf.com.sg

Winner Award

Best Mandarin-speaking Debater Trophy from GBPC

Best English-Speaking Debater Trophy from GBPC

Best Debating Team Trophy from GBPC

App Download

- Allow students to know and understand the activities available in Singapore.

- Communication made easier for students/teachers.

- News are updated for students.

- Information for previous competitions are provided to allow students to have more insight.

App Download (IOS)

On IPhone, Type GCMF and look out for red global icon. Press download.

How GCMF App will look on your phone

App Download (Android)

On Google Play, Type GCMF and look out for red global icon. Press download.

Press open. How GCMF App will look on your phone

Apps Download

How GCMF app will look on the phone. Press CONTENTS icon on upper left hand corner to go to the contents page.

ORGANIZERS

GBPC 2015,2016 &2017

2015: https://www.youtube.com/watch?v=Lx0UZw9ZW4M

2016: https://www.youtube.com/watch?v=x2iV_PzEJm0

2017: https://www.youtube.com/watch?v=veuubDLBFVE&feature=youtu.be

Thank You! For further enquiries or clarifications, please call:

Roger Wang (President) 9858 1232 (HP) roger@gcmf.com.sg Rachel Lu 8222 2959 (HP) rachel.lu@gcmf.com.sg

Sik Low Hai Ting 9423 4388(HP) haiting.siklow@gcmf.com.sg