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The Private Sector- Corporations and Business

(PRIVATE SECTOR 2) Our Private Sector Engagements Continued...

j. BoonRawd Corporation: This is the beverage manufacturer for many well-known brands in Thailand, including Singha Beer. The assignment was to carry out market research for its portfolio of brands, and suggest how these might be re-positioned to counter major competitive attacks from international brands.

k. Telekom Malaysia: (1) A complete re-construction of the parent company brand to make it more competitive after corporatization, and to remove negative perceptions about the brand image. Two hundred senior managers were trained to cascade the brand values and corporate positioning to all staff. (2) Re-positioning of the mobile phone division in the light of significant/intense competition, and training of all staff in brand values – this work is continuous and part of the brand evolution pathway.

l. WRP: A major player in the healthcare sector, WRP needed to rationalize its brands globally, across Asia, Europe and the United States. Previously dependent on OEM manufacturing, the emphasis was switched to the development of own label brands, and a corporate master brand was developed to act as the global ‘umbrella.’

m. Eu Yang Seng: One of Asia’s best-known manufacturers and retailers of Chinese medicines, the project developed a master brand strategy that lead to a successful listing for the company (several times over-subscribed).

n. Carlsberg: Carlsberg is one of the largest beverage manufacturers in the world. Brand strategy and positioning expertise was used to strengthen the famous core brand, and re-position a relatively young brand after launch into the market.

o. TM Touch: We have developed a brand strategy program, including staff training, for this mobile telecommunications company that increased brand awareness from No. 5 to No. 2 in six (6) months. This resulted in over half a million (500,000) new subscribers in the same period.

p. Fraser & Neave/Coca-Cola: This is a major company based in Singapore with interests all over the world across many industries. Apart from its own brands, it has a joint venture with Coca-Cola Corporation. The assignments with this company involved the re-positioning of four major fast-moving consumer goods brands. Strategies and tactics resulted from re-working the vision of the brands concerned. One of our roles is to review annually the F&N-Coca-Cola brand strategy.

q. Monsanto: Worked on numerous USA national projects that successfully built the Monsanto brand and generated brand core values, reinforced position, and enhanced the consumer-brand relationship—including the original branding of their mega brand “Roundup.”

r. Public Bank: We were asked to achieve, and delivered on, the task of doubling the bank’s loan portfolio in a six-month period through branding and marketing planning.

s. Planet Hollywood: Generated the “brand look” and worldwide print ad campaign for this world famous brand involving multiple markets from America to Europe to Asia to South America.