Representatives of local branding businesses shared the importance of design creativity and product diversity for business success with UTM students
Year 3 students enrolled on UTM’s Bachelor of Science in Tourism Retail and Marketing Management programme recently participated in a sharing session titled “Brand Positioning and Customer Targeting: Driving Force behind Product Exploitation”. The event was realised with the cooperation of the Macau Product Design Association (MOPDA) and held at UTM.
The session aimed to help students gain a deeper understanding of the importance of brand positioning and customer targeting, both crucial aspects in product marketing.
Mr. Karson Wong, Chairman of MOPDA, was a key figure invited to take part by Assistant Professor Dr. Catherine Li Zhuo, Coordinator for the Tourism Retail and Marketing Management programme at UTM. He in turn helped select a group of local brands and design companies to be presented at the event. Brands featured were: Chazence, Loksophy Design, OIO Design, MJade, and Jump Off.
Representatives from each brand provided insights – from various perspectives – into their respective company’s history, target customers, and market positioning. The session also covered topics such as product design and marketing know-how. Students demonstrated significant interest and actively engaged with the speakers.
Ms. Wong Kit Yan, Branding Strategy Director of Chazence, explained that, as an environmentally-friendly brand with a focus on sustainable products utilising biodegradable materials, Chazence had gained a competitive advantage and managed to distinguish itself even from other environmentally-conscious competitors. Key factors contributing to the brand’s success included its range of “100-percent biodegradable” products and related patents. Ms. Wong said that Chazence was committed to promoting the concept of “endless life and sustainable future”, supported by further advances in patented technology. The brand’s goal was to extend the message of sustainability to a broader audience, she added.
Mr. Hong Ka Lok, Founder and Design Director of Loksophy Design, discussed the distinction – from the perspective of a design company – between creative strategy and design execution. He illustrated with examples the types of product design that were more likely to achieve market success. A video presentation allowed students to learn more about projects by Loksophy Design, enhancing the students’ understanding of the potential range of products that could be offered by a design firm.
Ms. Kay Wong, Founder of OIO Design, offered students insights into some of the company’s iconic products and the design concepts behind them. She stressed the essential role of design concept in the actual product-design process. According to her, exploring the design journey through everyday items could stimulate students’ creativity and inspiration.
Ms. Chow Wai Yin, Founder of MJade, engaged students by discussing how Macao’s distinctive architectural and design features could be used in product design. She talked about MJade’s brand positioning and target market, actively seeking students’ input on addressing current challenges faced by the company. This proactive approach heightened students’ enthusiasm and fostered an atmosphere of participation during her presentation.
Finally, MOPDA Chairman Mr. Wong, in his role as Creative Director of Jump Off, shared with participants some ideas about the brand. He showcased an array of backpacks with design by Jump Off, and demonstrated various ways to wear them, captivating the students’ interest. Mr. Wong also discussed how the brand was established. In addition, he emphasised the integral role of product quality in ensuring the longevity of a brand: well-crafted products contributed to a brand’s enduring reputation, he said. Mr. Wong highlighted the significance of product versatility in enhancing brand recognition and market value. He underscored that product design and positioning were fundamental aspects of brand management, and thus brand strategy execution needed a multi-dimensional approach.
Following the presentations by the guest speakers, students discussed insights gained from the session. They expressed appreciation for the significance of brand positioning in the product-marketing process. They noted that successful brand positioning fostered recognition and boosted competitiveness, contributing to attracting a broader customer base. Moreover, students acknowledged that a brand transcended mere labels or slogans: the students emphasised the emotional connection forged between a brand and its customers.
The session aimed not only to impart knowledge to students but also to serve as a catalyst for inspiring entrepreneurship among them. Through interactions with industry experts, students gained deeper insights into the significance of brand positioning and customer targeting, and learned how to integrate these concepts into real-world scenarios. The undergraduates noted the importance, for their future careers, of understanding the role of incorporating brand positioning into brand management and brand marketing strategies.
The Tourism Retail and Marketing Management Bachelor’s Degree Programme is to be rebranded in the upcoming academic year as the Marketing and Brand Management Bachelor’s Degree Programme. The revised curriculum will focus on marketing and branding theory and practice, equipping students with essential skills for future careers in these fields.
Content: Mr. Patrick Lo Chun Pong, UTM Lecturer
Editor: UTM Public Relations Team
