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Developing The Best Marketing Idea To Introduce Cooltopia To Millennials


Winners of The Cooltopia Brand Challenge receiving their prizes.
From left: Associate Professor Allan Chia, Dean of SUSS School of Business (SBIZ), Mr Fu Siang Jeen, Managing Director, Wen Ken Group, Choi Yu Xuan, Isalyn Chew, Liang Yan Ting, and Mindy Chia, full-time Marketing students.)


Congratulations to our full-time second-year Marketing Degree students, Choi Yu Xuan, Isalyn Chew, Liang Yan Ting, and Mindy Chia, for winning The Cooltopia Brand Challenge! 

Co-designed by SBIZ lecturer, Dr Jimmy Wong, together with Mr Fu Siang Jeen, the Managing Director of the Wen Ken Group, the competition aimed to enable students of the MKT390 Marketing Research class to develop hands-on research skills, and to help the Wen Ken Group develop the best branding strategy to introduce the Cooltopia brand to the local millennial market. The Wen Ken Group is a local home-grown brand that also manufactures the famous 3-leg cooling water.

Choi Yu Xuan shared her experience participating in the Challenge: “Initially, I did not treat The Cooltopia Brand Challenge as a competition, but instead, as a learning opportunity that my lecturer, Dr Jimmy Wong, created for us. He guided us along the way and without him, we definitely would not have done so well.

Other than backing up with market research and analysis, we had also put ourselves in the shoes of the target audience. We thought about the things that would excite and interest them from their perspective, allowing us to come up with the idea of the Three-Leg Challenge, and more. This idea was subsequently further improvised and refined through the discussions we had.” 

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