Future Marketers Shine in Coway Challenge

30 May 2025

After weeks of rigorous preparation and strategic thinking, students from MKW3610 Marketing strategy and implementation at School of Business, Monash University Malaysia successfully pitched their innovative marketing strategies to Coway Malaysia as part of a high-impact, industry-engaged capstone challenge.

This semester-long initiative challenged students to position Coway Malaysia—a market leader in home wellness solutions—as the preferred brand choice for Malaysian consumers. Working in consultancy-style teams, students conducted comprehensive brand and competitor analyses, crafted integrated PESO strategies, and proposed creative executions to improve customer experience across the consumer journey.

Throughout the semester, students were supported in weekly tutorials by Dr. Sarabjit Kaur - the chief examiner of the unit, and Ms. Anna Matthew – the tutor of the unit, who guided teams through structured activities that helped them translate theory into actionable strategies.

An intensive internal evaluation process spread across four sessions over two days was led by a panel of 12 industry professionals —fondly referred to as the Dragons. Following these sessions—six finalist teams were selected out of 25 teams to present their work directly to Coway Malaysia's marketing team.

After careful deliberation, Coway Malaysia announced the top three winning teams:

  • Team 2 – Recognised for their use of emotional storytelling in the campaign “Live Life, Wellness Pods.” Their roadshow included creative touchpoints such as a “Letter for a Stranger” corner designed to foster community and connection.
  • Team 23 – Proposed a marketing campaign titled “Coway SaRang Selamanya”, which focused on empathy and emotional resonance with loyal customers, reinforcing Coway as a trusted brand in Malaysian households.
  • Team 15 – Recommended campaigns of Taman Coway and Coway Everywhere to encapsulate the big idea of “Smarter than smart tech—it cares. ”

“The students presented refreshing ideas and creativity—emphasising emotion and trust as core strategic pillars. These elements promote innovation and help us connect more deeply with the market,” said Cleavon Lai, Marketing Manager at Coway Malaysia.

Special thanks to the Coway Malaysia representatives for their invaluable time and insights, which gave students hands-on exposure to real-world marketing environments:

  • Janice Tan, Group Marketing Manager
  • Cleavon Lai, Brand Marketing Manager
  • Amilia See, Brand Marketing Assistant Manager
  • Ivan Leong, Communication Design Manager
  • Kim Toh, Brand Marketing Assistant Manager
  • Simon Lee, Digital Marketing Manager

“This marketing challenge offers our students an authentic learning experience that mirrors agency-client dynamics in the industry,” said Dr Sarabjit Kaur. “It’s about solving a meaningful problem for a real client—with all the pressures and possibilities that come with it. We’re proud of our students for their creativity, collaboration, and strategic clarity.”

The challenge reflects the Business School’s commitment to industry-engaged, impact-focused education, equipping students not only with academic knowledge but also the confidence and practical experience to thrive in the professional world.

As they look ahead to their careers, these students carry with them a deeper understanding of marketing, a strengthened ability to work collaboratively, and portfolio-ready experiences gained through this transformative partnership with Coway Malaysia.