Work · 4 studies
Selected work
Case studies from MSc coursework, self-initiated research, and proposal writing practice. Each project documents the question, the method, and the recommendation — not just the output.
Brand strategy · 2026
CJ Bibigo UK Campaign: Localising Korean Comfort Food for UK Consumers
An FMCG campaign strategy positioning Bibigo ramyun as a healthier, more inclusive, and customisable everyday meal for UK consumers -- built on Sainsbury's field research, consumer insight analysis, and a digital-first Ramyun, Reinvented campaign concept.
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Content · 2026
Secure Payment Authentication: Proposal Writing Sample
A practice proposal demonstrating structured client communication -- framing a payment security challenge for a growing UK retail brand and recommending an app-based authentication model with clear implementation and success metrics.
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Brand strategy · 2026
Brand Evaluation of Patagonia
A brand-equity audit applying Kapferer's Identity Prism and Keller's CBBE Model to identify how an icon of outdoor activism can broaden its market without diluting what made it iconic.
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Market research · 2025
UK Confectionery Market Analysis
Defining a 'healthier indulgence' positioning for a £8.4bn category, built from PESTEL, Porter's Five Forces, and a segmentation that landed on 18-34-year-old office workers as the realistic primary target.
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