Download City University of Hong Kong students` Marketing Consultancy

Appendix
Student Marketing Consultancy Projects
Student Learning Enhancement Project Comments by participating corporations
Bank of Communications Co., Ltd. Hong Kong Branch
The aim of the four projects undertaken by CityU marketing students for the Bank of
Communications, the first mainland commercial bank listed in Hong Kong, was to make the
products more competitive. “From questionnaire design, market research to data analysis,
students have demonstrated their professionalism,” said Mr Xu Cheng-fa, Deputy General
Manager.
Project titles:
 Marketing strategy for the Children Wealth Management Service;
 Marketing plan for the Bank of Communications Pacific Credit Card;
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
Marketing proposal of e-banking services development; and
Best marketing strategies for securities trading services.
CASH Group
Mr Raymond Ng, General Manager of the CASH Group, a regular participant in the project,
commended the performance of the students. “ Much to our surprise, students’ thorough
analysis and fresh insights were well presented in their projects,” he said. “We are pleased to
find their researches to be valuable marketing information for our future references.”
Project titles:
 Reviewing the effectiveness of below-the-line marketing for Pricerite;
 Devising a marketing campaign for the home lifestyle brand “LZ LifeZtore”;
 Developing a marketing plan for the Child Education Plan of CASH Frederick Taylor
Limited; and
 Analyzing consumer behaviour when buying and using electronic products for 3C
Digital.
The Dairy Farm Group / Wellcome Supermarket / Octopus Rewards Ltd.
Wellcome Supermarket, under the Dairy Farm Group, and Octopus Rewards Ltd. worked
with CityU’s Department of Marketing on two projects. “Not only do the students have
excellent analytical and presentation skills, but they are also responsible and mature,” said
Mr Douglas Brown, Director of Group Procurement, The Dairy Farm Co. Ltd.
Ms Diane Chiu, Managing Director of Wellcome Supermarket, added: “We have drilled
valuable insights from the students’ comprehensive market analysis and recommendations.
Their eagerness to learn and their creativity have deeply impressed us,” she said. In addition,
Managing Director of Octopus Connect Limited, Mr Richard Warland said: “The students
dealt with the project in a professional way. Their commitment, creativity and enthusiasm are
highly appreciated.”
Project titles:
 Branding building strategies for Wellcome Supermarket’s private labels: Yu Pin and No
Frills; and
 Analyzing the effectiveness of collaboration with Octopus Rewards Limited in
increasing sales and customer loyalty at Wellcome Supermarket
HYFCO Travel Agency Limited
Two marketing projects were conducted for HYFCO Travel Agency Limited. Mr Rayman
Yuen, General Manager of HYFCO Travel Agency Limited, praised the students’
performance. “The students showed their creativity and enthusiasm in the project. Their
marketing plan is regarded as a great help to boost our business,” he said.
Project titles:
 Analyzing the market for China’s short-haul tours; and

Marketing analysis and recommendations for opening the Japan and South Korea tour
market.
Wilson Communications Limited
The two marketing projects undertaken for Wilson Communications Limited aimed to
capture younger customers. Mr Frankie Tang, Managing Director of Wilson
Communications Limited, said: “The students can identify key issues of the company and
make suggestions for tackling the problems. Their recommendations are also very creative
and feasible.”
Project titles:
 Understanding younger customers’ perception on Phone Show magazine;
 Analyzing the market potential for “Mobile Phone Training Courses” and promoting its
“Technical Support and Training Center (TSTC)” services; and
 Formulating marketing strategy to capture younger customers.
Wyeth (H.K.) Limited
Wyeth (H.K.) Limited specializes in providing dairy products to infants. Mr Clarence Chung,
General Manager of Wyeth (H.K.) Limited, was pleased with the students’ work. “The
students are able to identify the market situation and make corresponding suggestions with
creativity and practicality. Their reports were highly appreciated.”
Project titles:
 Investigation on the Infant Milk Formula (IMF) customers in different age group in
different key account outlets: how, when, what and why they shop; and
 Investigation on IMF customers’ shopping behaviour in different key account outlets and
their different needs.
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Student Learning Enhancement Project
A.S. Watson Group – FORTRESS
FORTRESS, the electronic retailer under the A.S. Watson Group, is going to enter the
personal electronics market. Students participating in this project had to develop a new brand
targeting young people and its related promotion strategy for FORTRESS. Mr Christian
Nothhaft, Managing Director of FORTRESS, said: “The students’ outstanding performances
are recognized. It demonstrates that City University of Hong Kong has really trained their
students well.”