Valerie Sumague

Research Project: Leveraging Consumer Insights to Build Brand Preference for the Dyson Airwrap

Objective: To create a marketing plan to ensure successful launch of the latest Dyson Airwrap

• Surveyed middle class women from working millennials to 40s to understand hair styling preferences, habits, and usage behaviour
• Derived insights showing that 60% of consumers place the most importance on quality and visual results of using hair styling tools, and 70% are influenced by informational and social sources when it comes to selecting the most suitable hair styling product

Marketing Strategy: To create emotional association and promote self-confidence through the following marketing plan:

• Awareness: Showing commercials of ordinary women using the product to portray Dyson as a symbol of self-empowerment
• Consideration: Planning a pop-up event to showcase the long-lasting results the Airwrap delivers through live demonstrations
• Purchase: Engaging relatable influencers to create content on using the Airwrap to gain trust in the brand and induce conversion

• Honours (Distinction)
• CGPA: 4.28 / 5.00

Extracurricular Activities:

Events Emcee, NTU Emcee Club (Aug 2019 – Mar 2020)

• Hosted campus events such as: HP-NTU Digital Manufacturing Lab Opening (2020); Xilinx – Women@NTU Hackathon (2019)

Artistic Director, School of Chemical & Biomedical Engineering Transition & Orientation Committee (Aug 2017 – Aug 2018)

• Managed social media profiles and boosted social media engagement by 200% through visual content (photoshoots, story highlights)
• Liaised with an external vendor to print over 1,500 camp shirts and ensure items arrive on schedule, within budget and are of top-quality

Deputy Ambassador Director, NTU Open House Main Committee (Sep 2017 – Mar 2018)

• Assisted Ambassador Director in recruiting Student Ambassadors and carried out packing of goodie bags which were distributed to 20,000 visitors
• Led 80 External Ambassadors with 3 Ambassador Leaders at Jurong East Pick-up Point; answered queries and ushered visitors to buses in an orderly manner to facilitate a smooth transition to NTU

Publicity Manager, School of Chemical & Biomedical Engineering Convocation Committee (Aug 2016 – Jul 2017)

• Oversaw event outreach for convocation ball through social media content such as a ‘Save the Date’ video, resulting in an attendance of 80 graduates, staff, and company representatives
• Supervised in planning and creating decorations for the event stage, table centerpieces and guest list