Recently, the School of Marketing and Management (SoMM) at Asia Pacific University of Technology & Innovation (APU) organised an engaging industrial visit to Beryl’s Chocolate Factory.

Led by Ms Harjinder Kaur (Senior Lecturer and IAP Coordinator, SoMM at APU), the visit offered students the opportunity to connect classroom concepts with real-world industry practices, while gaining deeper insights into how a local brand has successfully expanded its presence on the global stage. 

Activity 1: Discovering Beryl’s Brand journey

Facilitated by Ms Natasha Auar, Tour Coordinator at Beryl’s Chocolate Factory, the visit commenced with an informative presentation introducing students to Beryl’s remarkable transformation from a local chocolate manufacturer into an internationally recognised brand.

Students were given an overview of the company’s vision, brand positioning, and market expansion strategies, while learning how consistent branding, product identity, and storytelling have contributed to its success across both domestic and international markets.

The session sparked active discussions, with students raising questions about brand differentiation, customer engagement, and strategies for entering global markets.

Through these conversations, they gained a stronger appreciation of how effective branding influences consumer perception and long-term business growth. 

Activity 2: Exploring Brand Legacy and Market positioning

Students then visited Beryl’s Gallery Hall, where they explored the company’s history, achievements, and brand evolution through a curated display of products, packaging designs, awards, and corporate milestones.

The gallery provided valuable insights into how visual identity, brand consistency, and strategic positioning contribute to building credibility and customer trust.

Students were particularly interested in observing how packaging and branding elements have evolved over time while maintaining a distinctive brand identity.

The experience highlighted the importance of storytelling and brand heritage in strengthening customer loyalty and reinforcing market presence. 

Activity 3: Understanding craftsmanship behind the Brand

A key highlight of the visit was the opportunity to observe Beryl’s handcrafted chocolate production process through a designated viewing area.

Students witnessed the meticulous attention to detail involved in chocolate-making and explored how craftsmanship contributes to product quality, perceived value, and premium brand positioning.

The session encouraged students to consider the relationship between production excellence and branding, demonstrating how product quality can become a powerful differentiator in competitive markets. 

Activity 4: Experiencing the Brand through Product sampling

Students were also invited to participate in a chocolate sampling session, allowing them to experience the brand directly through its products.

The session demonstrated the role of experiential marketing in creating memorable customer experiences and strengthening brand connections.

Students actively shared their observations on product presentation, taste, and overall brand experience, while relating these elements to marketing concepts discussed in their studies.

Through this activity, students gained a deeper understanding of how sensory experiences influence customer perceptions and brand recall. 

Activity 5: Retail branding and Consumer engagement

The final learning segment took place at Beryl’s retail outlet, where students observed how branding strategies are implemented within a customer-facing environment.

They analysed product displays, packaging designs, merchandising techniques, and product positioning strategies that contribute to attracting consumer attention and influencing purchasing decisions.

This provided students with valuable insights into how retail branding complements broader marketing efforts, while reinforcing a consistent brand identity across multiple customer touchpoints.

Student Perspectives

1. Shawn Rachid Michel Brioche, Bachelor of Arts (Honours) in Human Resource Management: “The visit provided me with valuable exposure to real-world manufacturing practices and helped me better understand how businesses balance product quality, innovation, and operational efficiency to remain competitive in the industry.”
2. Muhammad Masvood Abdullah, Bachelor of Arts (Honours) in Business Management with a specialism in AI and Business Analytics: “The experience enhanced my understanding of how companies combine strategic planning, operational effectiveness, and customer focus to achieve sustained success, while adapting to changing market demands and consumer expectations.”
3. Wai Thin Khine, Master of Science in Digital Marketing: “The visit to Beryl’s Chocolate Factory offered an enjoyable learning experience that enhanced my appreciation of the rich history, creativity, and craftsmanship that contribute to the success of a well-established brand.”
    

Reflections on the Industrial Visit

Ms Harjinder expressed her appreciation to Beryl’s for providing students with an insightful and immersive industry experience.

“This visit offered students practical exposure to branding, marketing strategy, customer engagement, and business operations, reinforcing the importance of integrating academic learning with industry experience.

“Also, through direct interaction with professionals and real-world business environments, students gained valuable perspectives on how strong brands are built, managed, and sustained in an increasingly competitive marketplace,” she said.