Thai Students Triumph at International Brand Planning Marketing Awards

Thai Students Triumph at International Brand Planning Marketing Awards

A six-member student team from Thailand has won the prestigious Champion English team title at the 2024 Global Brand Planning Competition (GBPC), held at the Marketing Institute of Singapore (MIS) and the Singapore Management University (SMU) in Singapore.

The Marketing Association of Thailand (MAT) selected the team “Win Won Won,” consisting of undergraduate students from Chulalongkorn University, Kasetsart University, and King Mongkut’s University of Technology Thonburi, to represent Thailand at the competition. The team recently presented their meticulously crafted brand plans to a panel of industry and marketing experts in Singapore.

The “Win Won Won” team secured the top prize in the English Category for their presentation of the ‘CP Bologna’ brand case. The team members are Miss Alicha Sripratak, Miss Sukvimol Suriruk, Mr. Supparit Luekijna, and Mr. Nonthakorn Toovichaen from Chulalongkorn University; Miss Nongnapat Hengpatomwat from Kasetsart University; and Mr. Korn Samma from King Mongkut’s University of Technology Thonburi.

Dr. Buranin Rattanasombat, MAT president, said, “The Marketing Association of Thailand is dedicated to nurturing young marketing talent through a comprehensive array of initiatives and programs. We equip young marketers with cutting-edge knowledge in digital marketing, brand management, and strategic planning. Competitions like the Global Brand Planning Competition provide a platform for students to showcase creativity and strategic thinking. MAT also fosters mentorship and networking by connecting young professionals with seasoned industry experts, facilitating invaluable knowledge transfer and career guidance, motivating young professionals to excel and contribute to the marketing field. We empower the next generation of marketers with the essential tools, knowledge, and opportunities to thrive in the competitive marketing landscape.”

Executives from MAT, including Dr. Somchat Visitchaichan, Vice President and Chief of Learning Architect & Marketing Innovation, Mr. Sakchai Ruangkittikul, Vice President of International Affairs, and Ms. Chanphen Thanon, Manager, accompanied the Thai team to the competition.

The GBPC, organized by the Global Chinese Marketing Federation (GCMF), brings together 25 exceptional marketing student teams from universities across China, Singapore, Taiwan, Hong Kong, the Philippines, and Thailand this year. The competition seeks to uphold the highest standards in marketing through case studies, recognition of achievements, and fostering innovation and creativity.

Participants in the GBPC are challenged to develop comprehensive business plans focusing 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, presenting strategies 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 bring pride to 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 include an analysis of the brand’s current image and position. Recommendations must consider long-term macro and micro environmental conditions, targeted market segments, current and potential competitors, brand uniqueness, and core brand values.

The GBPC evaluates competitors on their inclusion of brand elements such as the brand name, formulation of policies for brand asset protection, identification of procedures and contingencies for potential risks, evaluation of budgets for proposals, and alignment of the brand’s vision, mission, and values.

By showcasing the ingenuity and talent of young marketers globally, the GBPC, supported by GCMF and the dedication of participating teams, undoubtedly contributes to advancing marketing excellence worldwide.