Competition aims to improve the perception of Proton among Gen Y

PROTON Holdings Berhad organised “Elimination round for Proton X70 marketing challenge” on 7 May 2019 at UTAR Sungai Long Campus. It was co-organised by UTAR Faculty of Accountancy and Management (FAM). The competition aimed to improve the perception of PROTON’s Gen Y target market towards the brand by conducting competitions at local universities and colleges.

The competition consists of three rounds; elimination, semi-final and final. In each round, the participants will be required to complete the task given within a specified time frame.  Roughly 40 universities took part in the competition. Each participating university was paired up with the nearest Proton 3s/4s outlet.

Two teams, namely Xe7enty and Electron from UTAR participated in this contest. The teams consist of students from FAM Bachelor of International Business (Hons) Chow Jun Wye, Chua Yut Ching, Siew Kai Wen and Lee Aik Yang; Lee Kong Chian Faculty of Engineering and Science (LKC FES) Bachelor of Engineering (Hons) Mechatronics Engineering Soo Ching Wei, Ting Jack Lik, Jeremy Yee Chen Hoe and Khor Jun Bin.

Standing, from left: Lee, Chow, Siew and Chua during Q&A session

During the competition, each team was given 20 minutes to present their proposal with the topic “How to maintain Proton X70 as lead selling position in SUV market in your city?” Before they come up with the presentation of their proposal, the students had to conduct a marketing survey of X70 purchase willingness in their respective city (based on the campus location) and the survey results were the fundamental aspect of their marketing proposal.

Standing, from left: Ting, Soo, Khor and Jeremy Yee during Q&A session

Invited to be the judges of the competition were PROTON Group Corporate Communications Acting Head Mohamed Norin Abu Bakar, Executives Luqman Abdul Hakim bin Mohd Fauzi and UTAR FAM Department of International Business lecturer Tai Lit Cheng.  

Pictures from left: Luqman, Tai and Mohamed Norin listening attentively

Also present at the elimination round were PROTON Group Corporate Communications Executives Mohd Nazrin bin Mohd Zuki, Victorange Automobile Sdn Bhd Executive Director Eric Chua, Sales Advisor Leong Kuan Ngee and UTAR lecturers.

The marketing proposals were judged based on the research’s capability and creativity. Teams who make into the semi-final round will walk away with RM1,000, whereas consolation winners will walk away with a certificate. 


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