Date 27 Aug 2014
Time 6:30pm - 9:10pm
Venue MIS Executive Lounge, 410 North Bridge Road, Level 1, S188726
Speaker Joanne Archana Bala, Lawrence Au, Jonathan Phoon
Fees Non-Member: $35 Per Pax
MIS Member: $20 Per Pax
MIS Student: Complimentary
Public Tertiary Institution Student*: $10 Per Pax

In today's increasingly volatile economy and competitive global marketplace, SMEs are facing tremendous challenges to align global marketing and branding within constraints. Budgets are limited and manpower is spread thin on top of the increasing pressure to generate returns from investment with little room for failure.

In a joint collaboration with IE Singapore, Oriel Management Consulting & Freshening Industries, we want to help YOU understand the economic and social landscape of the market and point you to the right direction for assistance.


7:15pm - 7:40pm: Market Readiness Assistance & Global Company Partnership
7:40pm - 8:10pm: Creative Financing Strategies to Enhance Competitiveness for Local SMEs
8:10pm - 9:10pm: A Case Study: Freshening's Brand Pact Realignment of Branding Strategy

Speakers' Profile

Joanne Archana Bala
Manager, Market Promotion Division, Customer Services Group
IE Singapore

As part of the Market Promotion Division in IE, Joanne aims to provide companies with the knowledge necessary for internationalisation through workshops and seminars to help companies understand more about internationalisation by building market knowledge and enhancing capabilities.

Market Readiness Assistance & Global Company Partnership
Joanne will share in greater detail on how Singapore companies, both big and small can tap on IE's resources and expertise when embarking on their internationalisation journey.

Lawrence Au
Director, Corporate Strategy & Finance Practice, Productivity Management & Improvement
Oriel Management Consulting Pte Ltd

Lawrence Au is the Director of Oriel Management Consulting. He oversees consulting initiatives in areas of corporate strategy, project finance, corporate finance and business restructuring which comprises operations, productivity improvement, business model reconstruction and financial restructuring.

Creative Financing Strategies to Enhance Competitiveness for Local SMEs
Lawrence will share insights on how to structure Creative Financing Strategies to deal with the financing challenges to put you several notches ahead of your competitors!

Jonathan Phoon
Executive Director
Freshening Industries Pte Ltd

Jonathan Phoon joined Freshening Industries as the Executive Director since 2009. Since then, the company had enjoyed double digit growth in terms of revenue and profit. Productivity, management by objective, changing mind-sets and the constant effort to outperform had been cited as the main reasons for the improvement on the performance.

A Case Study: Freshening's Brand Pact Realignment of Branding Strategy
Freshening Industries traces its relatively young beginnings to 1994, where they pioneered the simple but novel concept of manufacturing premium-grade individually packed wet paper towels. As a manufacturing company that competes in both B2B and B2C markets, Freshening faces tremendous challenges to create impactful marketing within constraints. Today, Freshening products can be found in over 35 countries with 4 production factories and 5 sales offices, with major airlines, global food chains, hotel conglomerates, international cruise liners and prominent hospital groups as loyal customers. Jonathan will use Freshening as a case study as he discusses the following points:
•  Marketing strategies undertaken by Freshening
•  Challenges faced with global branding alignment
•  Freshening's brand pact realignment of branding strategy with IE

*This includes all students from NUS, NTU, SMU, NYP, NP, SP, TP and RP only.

Marketing Institute of Singapore
51 Anson Road
Singapore 079904

Tel: (65) 6327 7580