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Tuesday, November 28, 2006



REGIT (opposite of Tiger, geddit?) Consultants



Probably the best team dynamics that I have experienced in my 3 years in SMU. Fun. Laughter. Efficiency. Synergy. And it helps that each of us has an unique expertise that made the end product really spectacular.

From left: (haha, I'm going to wash dirty linen in public because they ostracize me!)

Eng Teck (Powerpoint Choreographer)
I never knew powerpoints can be an art form & can be choreographed but this guy is damn pro at what he does. When he said he was going to be the "powerpoint clicker", I honestly thought that he wanted to "eat snake" & take the easy way out of our presentation & I wanted to vie for for that job.

But he really puts in effort into the presentation details. He knows when and what each speaker will say or do & right on cue, the powerpoint will start displaying bubble headings, really professional animations & stuff, sort of like a fireworks display. During my free time, I tried to decipher his ppt & learn those bubbles animations but it's damn complicated. Tamade.

AND this guy is damn anal about the paper that he uses to print the report. He's the first person that I know that differentiates paper into different weights, textures & quite possibly scents as well. I'm very curious to see what his room looks like because I vision it to be filled with innumerable shelves of papers categorized into different grades, color, texture, size, gradient, scent, thickness and countries of origin. Whenever he wants to print an assignment, I can imagine him walking to his shelves, pondering for a good few minutes, caressing different papers before finally making his decision.

Tell me it is not normal right? Aha. Because Kenny categorizes his paper into only 2 kinds: Plain(2 blank sides) and rough(1 blank side).

Jaclyn (SPSS Goddess)
She is THE ONE that we go to when we want to analyze & decipher our survey results & find causations with SPSS program. Every meeting, we will tell her what we want to find out and thereafter we will worship her. By the next morning, she will then bless us mere mortals with the analysis via our emails.

I'm not sure if anyone validated her work because I didn't. Each time I open her files, I will get a splitting headache from seeing the figures, tables, charts and confidence intervals. To rid myself of these migraines, I will typically close the file immediately and email her "GOOD JOB JAC!!" & dump her file into a "never-to-be-opened-again" folder which I had specially created for her. (& is now in the recycle bin)

Caroline (Report Compiler & Editor)
My roomie from UBC!!! Haha. The one that I ponned class with in Vancouver to travel 18 hours by bus to Rocky Mountains!

Very proficient at compiling data & she got the coverted ExxonMobil internship! Rich intern who pang-seh me for my modules next term. =(

Ker Choon (FGI Analyst & Editor)
My 'supervisor' from Convocation 2006, the one that I went to to beg for complimentary parking tickets at Suntec City. Never did expect we will be in the same project group just 2 weeks later.

Kenny (Free-rider)
I basically play the "devil's advocate" in the group, disagreeing and questioning everything that they say, (only to be shot down by SPSS Goddess and her fellow rest of the world.)

I would like to believe that I play a pivotal role in the team's success by eliminating any faults or flaws in our approach but they obviously don't see it that way. haha.

Julie (Minute Lady)
She does other stuff like tabulating survey results but I will always remember her as the minute lady, the one that notes down all the stuff & email it to all of us.

A role which I didn't think was important till the day she was absent. Halfway through the meeting, I started panicking when I realized that nobody might be taking notes.

The minute lady is very important.

***
Essentailly, our diagnosis of Tiger Beer's problem was that it lacked variety & the current Tiger Classic is too "ah-pek" ish & common to attract the tertiary student crowd & executives. And Tiger lacks variety to appeal to people with different taste.

We likened our proposed strategy to that of Toyota. Corolla is a common, cheap & good car. A car that appeals to commoners but not to that of its other target segments. To appeal to the niche crowds without reducing the appeal to the core consumers, Toyota introduced the hip & trendy Yaris & the more executive Camry.

Likewise, we suggested a Tiger Light to appeal to the younger crowd & Tiger Gold to appeal to the executives.



The idea for the Tiger Lite advert is for it to be in a comic-book Batman style to herald its arrival in the market & image-wise, it's funky enough for youngsters to be seen with it.



Tiger Gold, on the other hand, is well, a cut above the rest of the beers, & the advert tries to be special & extraordinary.

***




I actually like the URA project better than the Tiger Beer one, just that it wasn't executed as well. Our topic idea was probably better than other groups that I saw on that day, which were focused mainly on more mundane products & customer beheviors at shops.

I was the one who pitched the idea of doing on URA pretty insistently & I felt so bad during the observation study period when the girls & I had to stand in the hot sun recording motorists' parking habits at URA carparks. It was much harder & tedious than I thought it would be & some of the girls didn't quite know how coupons work & stuff like that.

On hindsight, I realized that carparks & women can be like men & Forever21, maybe I shouldnt have been so pro-URA in the initial topic generation. But our observation study results was quite interesting, only 44% of motorists return to their vehicles on time. The rest either overstayed the time stipulated on the coupon or didn't even put coupons. And there was carpark attendant bias as well. They only check certain portion of the URA Somerset carpark while leaving the other half unchecked.

So after the usual FGI & surveys, we conclude that the system is ineffective & unpopular. We suggested it adopts an electronic system & to leverage on its many carparks around Singapore, URA should consider adopting a membership discount system which works like SMU's preferential parking.

Part of the makeover was to introduce a new logo, which is a heart shape made up of cars.



URA carparks are not attractions on their own, & nobody goes to Orchard just to park at the carparks... So for the print ads, we suggested creating associations with key activities around the carparks. Such that when they think of going to Borders, subconsciously URA Wheelock will be a top-of-mind choice in the driver's consideration set.



I'm quite (shamelessly) proud of this print ad because I did it in 3 minutes, while waiting for the printer to finish printing the 46 pg report. Quite a stupid ad actually, but it incorporates what the prof taught; introducing the product as a bundle of benefits, being explicit in the consequences of using the product yada yada...


Kennyster @
8:24 PM

Sunday, November 26, 2006

Freedom!

Thursday night was crazy. In a quest to do up a good report for CB (Consumer Behavior) project, I sat at my desk and worked from 9pm till 5am, wanted to save my word document but it HANGED!!! I started cursing & shaking my head in disbelief, started talking to the laptop, asking it why it was doing this to me on my day of freedom, I shook it hard, hoping it would revive.

As usual, it kept silent and still.

I pulled the plug on him at 5.15am. Started red0ing my work, saving the file every 120 seconds, saving it into my external hardisk every 30minutes. I slept from 7.30am to 10am, continued working on it from 10am till 4.15pm, drove to school, binded the 46page mother-troublesome report, dumped it into prof's pigeonhole at 4.45pm, and went home to sleep for 15 hours straight.

Pure unadulterated bliss.

And the December holidays finally beckons for me. Which isn't much to begin with since I will be starting my marketing internship at Lexus on the first week of December, meaning that I won't be able to go to Hong Kong and Shanghai with my mum. But hopefully, the internship will be a good experience for me; make some friends, suck up to the boss & ultimately get staff discount for cars. haha.

Anyway, I think this has been a pretty good semester for me. Managed my work better, grew stronger relationship-wise, and I was really blessed with good project mates for all my modules this semester.

These have been some of the stuff that have kept me busy for the past 10 weeks.

***
CAT Project: Pawnstar



Not quite the "jumbo-jet" that we set out to do, but at least got "yacht" lah. We developed an Excel program that pegs "live" gold & currency prices, manages pawn accounts securely and set optimum interest rates.

A project that we slogged it out till 6am in the morning, doing up macros, reports & powerpoint... We probably over-did the project, but in a really good way. Our project captured most of the class' attention, got people interested and ask questions, all of which we had an answer to.

To see us repelling all the arrows shot at us brought lots of satisfaction to my heart.

All the nitty gritties... They were worth it.

***
FIM (Financial Institutional Markets..Correct?)

Again, had really good project mates for this one. Made up of all accoutants except me. haha. Very disciplined bunch, we finished our project with 2 weeks to spare, which freed me up to do the marketing projects. And it was interesting how I wanted a formal serious presentation and the accoutants wanted a video and a more "rah-rah" presentation format



I ended making quite a sad video but it evinces my mood at that time; confused about continuing with Finance as a second major or to drop it. I like marketing too much & finance seems like a burden to me. It doesn't help that Finance modules have all the dean-listers and the poly grads that speak Finance as their mother tongue

In comparison, I speak Finance like sputtering Japaneses learnt from playing Winning Eleven.

And I can't see myself working in the Finance industry in future. Those jobs are just not for me. I don't want to wake up every morning doing the same old routine; brushing the same old set of teeth, going to work in the same old car, doing the same old work, different numbers but the same old formulas...

I want a job that challenges my creativity, not my efficiency.

So during the course bidding, I told God that I will leave it to Him. I bidded much higher for my Arts & Science mods and much lower than my friends for the Finance mods. And lo and behold, I got outbidded for my Arts mods and I got all my Finance mods. So I guess God has spoken. =)

And oh, I made an interesting observation at TCC when we celebrated the end of our presentation with expensive food. I footed the bill first & ALL the accoutants paid me back in EXACT change. Not $10 or $10.30, but like $10.32...

I believe they are trained to do that and I think they can compound interest rates without financial calculators but I'm just saying it's a far cry from what my other business friends will do.

My business friends will either round the sum to pay me or more often than not, they will talk their way out of paying.

***


Kennyster @
2:36 PM

The Unpretty


Kenny Loh
23
Formerly from Dunman High, VJC and formerly a proud member of the 2SIR 11th mono Alpha Company Apache warriors.
Currenly a 3rd year student at the Singapore Management University.

I'm into books, pool, soccer & conversation (by day), justice, honour & vengeance (by night).

Constantly on the lookout for crimelords, deformed megalomaniacs and women.

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