51 varsity teams compete to market Proton X70
PROTON in partnership with the Education Ministry is organising the “Intelligence that Inspires Challenge” competition, which requires students to execute large-scale marketing campaigns centred on Proton’s popular sports utility vehicle (SUV), the X70.
Fifty-one teams from 20 institutions of higher learning signed up for the contest, which began in April and runs until the end of next month.
The contest is divided into three stages — Elimination, Semi-Final and Finale.
The first stage saw the teams develop a marketing plan for Proton to maintain the position of the X70 as the best-selling SUV in Malaysia.
Only 19 teams made it to the second stage.
The finale is scheduled to take place at the Proton Centre of Excellence in Shah Alam on July 23.
The finalists will be judged by a panel of experts, including top marketing experts.
The teams have to plan and execute their campaigns with a community relations event in the city or district where their universities are located.
Through this programme, the company and contestants are teaming up to give back to their communities.
Proton chief executive officer Dr Li Chunrong said: “I believe that leadership is cultivated from a young age, and so through this competition we (Proton) hope to provide an opportunity to our next generation of leaders from established universities in Malaysia to shine on a national level and equip themselves with the skillsets to excel in the corporate world.
“We hope to instil strong communication skills among our young contestants as this is the foundation to working effectively in a team.
“It comes as no surprise that we named our competition the ‘Intelligence that Inspires Challenge’ as we want to empower our contestants to break out of their comfort zone and drive an impactful campaign, one that will provide a lot of relevant experience and lay a good foundation when they enter the workforce.”