Five HKMU students were hired as interns by Eplan Water Technology Limited to develop and execute the branding and marketing campaign for a series of super alkaline ionised water products.
The project required the interns to show versatility and encouraged them to make full use of their different talents. Blair Yau, whose role was to lead the brainstorming sessions on the brand mission and vision and market positioning, welcomed the scope of the challenge. “I also developed the promotional video and structured the product, which was branded as 'Dr. ACME', around a narrative highlighting its unique features and functions.” she says.
At a public event attended by many families, the group helped out at a booth promoting Dr. ACME and what it offers. “We did products demonstration and gave out free samples,” Yau says. “We also conducted an on-site survey to better identify consumer needs and expectations.”
The design part of the campaign, which included posters, labels and product packaging, fell mainly to Katie Chan and Yammi Au. Chan used software to come up with an attractive promotional materials, mainly for social media platforms. “I was very motivated and had to learn the software from scratch,” Chan says. “The internship was an enriching experience and not just a summer job. Working on a solution-focused project meant we had to adopt the owner's perspective in developing a comprehensive marketing plan, as if we were responsible for the company's profit and loss.”
To accomplish her specific tasks, Au had to familiarise herself with graphics and design software. “This internship experience made me realise that it takes strategic communication skills to gather as many ideas as possible from all the members of a group.” she says.
Along the way, Cheung Ka Man often took the initiative, inspiring Yau and Au to move out of their comfort zones and learn new skills. “Personally, I learned about operating a business and benefited enormously from the experience and knowledge shared by the company's top management as well as the fascinating marketing ideas from Eplan's founders.” Cheung says.
