sdp igcdp indonesia#2 product understanding & product packaging

SDP iGCDP #2

Product Understanding & Product Packaging

Market Research & Segmentation

Agenda

1. Product Understanding and Product Packaging

2. Market Research and Segmentation

What happens

We sell things we don`t know

for people that don’t need it

Product

understanding

&

Market research

Product Understanding and Product Packaging

1. Definitions

2. iGCDP Sub-product evolution

Product Packaging based on sub-product

3. Value propositions

4. Minimum cost

5. Successful product packaging

survey analyzes

0

5

10

15

20

25

30

ProductKnowledge

MarketKnowledge

Cold Call

Meeting

Follow Up

Negotiation

CustomerRelationshipManagement

Upscaling

Poor

Below Average

Above Average

Excellent

Poor Below Average Above Average Excellent

6% 28% 60% 6%


1. Definitions

What is sales?The exchange of goods or services for an amount of

money or its equivalent

Product

Something produced by human or mechanical effort or by a natural

process


2. iGCDP Sub-product evolution

Product Packaging based on sub-product

How many:

• master

•sub- issues

do we have?

11 master issues

45 sub issues

iGCDP sub-product

Why issue segmentation strategy is helpful

Source and direction of growth

Faster matching

Better customer experience

Aligned business intelligence

Stonger showcasing and marketing

Competitive Advantage

Is every issue relevant for Indonesia?

Maybe not

Currently we focusing for 6 master issues:

1. Culture understanding

2. Literacy

3. Health and lifestyle

4. Environment

5. Economic growth

6. Career development

Cultural understanding

Info-sessions/workshop

s/eventsGlobal Village

Learning about Indonesia culture

Visiting historical place in Indonesia

Share about internship

experience in “culture shock”

website

Literacy

Teaching to unfortunate people

Info-sessions/

workshops/events

Share about internship experience

through social media/blog

Health and lifestyle

Seminar about health and

lifestyle issue Visiting patients

Info-sessions/

workshops/events



Environment

Event about preventive actions

Events to increase awareness of

environmental issues

Competition and exhibition


experience through social media/blog

Economic growth

SME visit Info-sessions/

workshops/events

Business plan competition



Career development

Info-sessions/

workshops/events


experience through social media/blog

Who knows concrete direct impact of internships we

organize?

Social Impact Model

Analyze

current

reality of

Indonesia

How we

measure

whether

we

succeed

or not

How we will

measure our

strategies

Clear outcome we

want to see

after project

Description of

how the project

works Connection of

activities with

mission

Groups involved

Evaluation

Costs and

Revenues

What should

we do, our

strategies

Short-term results

Measures the

capacity to

implement the plan

Shows the progress

of activities

1

7

4

2

5

3

7

1. Social program definition

(example of national health and lifestyle project)

Cardiovascular disease

Male smoking

Social Problem Definition

• Heart

• Lung

• Overweight/Nutritional deficiencies

Caused by:

• Smoking

• Lack of physical activity

• Wrong food consumption

Example of

Health & lifestyle

project

Mission

In the next 6 years from (2014 to 2020):

• Lung and heart disease is not the first reason of death

• In each city community of people that will live healthy lifestyle increased for 50 %

# info sessions at schools, universities

# of students changed their behavior

(stopped smoking, start to eat healthy

food, start to do physical activities)

# of people increasing time to walk

each day

-complain against smoking

-changing food in canteen of schools

- organized yearly event against

smoking

•info sessions at schools

•holding events that helps to

increase awareness of issue

(running competition, GV, 24

hours without smoking)

•cooperation with other NGO,

companies

•creating information recourse

center about healthy lifestyle

•decreasing amount of youth

that is smoking

•people eat proper food

•people do physical activities

Impact strategies Economic indicators

•decreasing level of tobacco

smoking for male from 61 to 30%

•20% more people start to eat

healthy food

•20% more people do physical

activities

Operating model Organizational and Program indicators

Vision of success

PodioProject report

Project brand refreshment HERE

http://www.myaiesec.net/content/viewwiki.do?contentid=10274073


4. Value proposition (will be shown later)


4. Minimum cost

Minimum cost


5. Successful product packaging

Five Factors for Successful Product Packaging

Not losing sight of the

target consumer

Consistent brand image

Keep it practical

Don’t forget cost

Keep the product’s

function in mind

Five Factors for Successful Product Packaging

-Partner profile (issue, values)

-student age

-AIESEC brand standards

-Issues

-Names of products (Youth Ambassador Program, project name)

-Use collected referrals

Insure KPI for the JD

(for ex English test, questioner)

Acceptable budget for partner

Remember value of GCDP (we are not HR solution)

Market Research and Segmentation

1. What is market research

2. Product-customer flow and understanding of the SnD

3. Common Market Research Mistakes

survey analyzes

0

5

10

15

20

25

30

ProductKnowledge

MarketKnowledge

Cold Call

Meeting

Follow Up

Negotiation

CustomerRelationshipManagement

Upscaling

Poor

Below Average

Above Average

Excellent

Poor Below Average Above Average Excellent

5% 46% 47% 2%


1. What is market research

What Market Research IS NOT:

1. Brain Storming, sensing

2.Only get contacts

What Market Research IS:

1. Market Analysis Report to understand their

clients and market

2. Reform our sales proposal to better present

our product

3. Indentify the approach channel and key

targets


2. Product-customer flow and understanding of the SnD

1 2 3 4UNDERSTAND

--------

FOCUSCUSTOMIZE

ATTRACT--------

CONVERT--------

CLOSE

DELIGHT

--------------------------

SHOWCASE

PRODUCT-CUSTOMER FLOW

PRODUCT EVOLUTION CUSTOMER FLOW

UNDERSTAND--------

FOCUS

PRODUCT-CUSTOMER

FLOW

PRODUCT EVOLUTION

Analyzes Internal

Supply and Demand

1

Analyzes External

Supply and Demand Choose your

focus

Analyzes External

Supply and Demand

Youth surveys

Social Issues trending on media

General Economic Report by Government or consulting groups

Companies interested in CSR

Growth in NGO’s/ Social Businesses

1. Search Engine(google)

2. Social Network and online promotion-

Linkedin

3. Business and Social Newspaper and

Website

4. Event and Forum

5. NGO, schools, orphanage website

6. Deep talk with our supporters -alumni,

partners, school professors etc.

Information Channels

• http://www.bps.go.id/eng/index.php

National Indonesian statistic site

• http://unstats.un.org/unsd/default.htm

United Nations website

• http://www.who.int/en/

World Health organization

• http://earthobservatory.nasa.gov/

Earth observatory

http://www.bps.go.id/eng/index.php

http://unstats.un.org/unsd/default.htm

http://www.who.int/en/

http://earthobservatory.nasa.gov/

• http://www.id.undp.org/indonesia/en/home.html

United Nations Development program in Indonesia

• http://hdr.undp.org/en/countries/country_fact_sheets/cty_fs_IDN.html

Human Development Report

• http://mdgs.un.org/unsd/mdg/Default.aspx

MDG report form UN

• http://www.unicef.org/

UNICEF

http://www.id.undp.org/indonesia/en/home.html

http://hdr.undp.org/en/countries/country_fact_sheets/cty_fs_IDN.html

http://mdgs.un.org/unsd/mdg/Default.aspx

http://www.unicef.org/

Analyzes

Internal

Supply and

Demand Customer profile data

Customer feedback

Previous realizations according to issues (countries)

LC Goals for the 13-14 according to issues (countries)

http://www.myaiesec.net/

Customer profile data

Customer feedback

https://www.cg-express.com/an/login.php

http://www.myaiesec.net/content/viewfile.d

o?contentid=10279774

Previous realizations according

to issues (countries)

Choose your

focus

Market: NGO, school, orphanage etc


Value propositions

1 2 3 4UNDERSTAND

--------

FOCUSCUSTOMIZE

ATTRACT--------

CONVERT--------

CLOSE

DELIGHT

-------------------------

-

SHOWCASE

PRODUCT FLOW

PRODUCT EVOLUTION CUSTOMER FLOW1. Value

Proposition

2. Product

Evolution

Product

adaptation

is needed

Issues

Product

evolution

is needed

Ad hoc

Ad hoc

•Providing constant impact through year

•Financial sustainability

• Giving specific education needed for

institutions

Nationalprojects

Local projects

•Long term impact to society

•Easier to sale to partners (companies)

•IR

• Giving direct impact on specific issues in

city

Product Value

Channel Value

Sales •Bringing international

environment

•Introducing foreign culture

•Providing simple education

for children

•Building global mindset of

children

Ad hocTarget: Orphanage

Channel Message

Sales •Bringing international environment


•Encourage students to be confident in

speaking English

•Building importance of learning

language

•Building global mindset of students

Ad hocTarget: School

Channel Message

Sales,

Events on

specific

topic of

issue,

Alumna

•Bringing international environment


•Giving perspective about specific issue

from intern`s home country

•Encourage people in NGO to be confident

in speaking English

•Building importance of learning language

•Building global mindset for people in the

NGO

Ad hocTarget: NGO

Career development + Literacy issue

Basic JD•give education about soft

skills, leadership and

professional orientation for

children. For unfortunate

children intern will hold also

sessions about how to

manage money and find

scholarships to cover expanse

of education.

•organize donation of books,

events of fundraising in

order to allocate collected

resources to education tools

for children.

• share his/her learning and

experience about career

development issue in

Indonesia through social

media/blog.

Ad hoc• Increasing % of people that don`t

continue to receive full education (until university)

• Provide curricular solutions to the current educational, teach foreign language, basic financial education.

• Provide career opportunities information for youth.

Market value

• Increase direct impact to society by providing new relevant product to the market

• Easier to sell (product package)

Organizational value

• More attractive JD for interns • Interns will have clear

understanding of value and impact they can provide

Individual value


3. Common Market Research Mistakes

Common Market Research Mistakes

Using only secondary research (published

work) of others

Using only web resources

Surveying only the people you know

Not identified specific needs of specific potential

partners

Let`s recap

Product Understanding

and Product Packaging


How ambitious are you? 1. Define between

people of function:

a) sub product to

focus (project, ad

hoc)

b) market (NGO,

orphanage, school)

2. Set personal

target for calls,

meetings, follow

up meetings

3. Create list of

potential TN

takers for each of

market (NGO,

orphanage, school)

4. Submit

your goals

by 15th JanBe present on

next meeting

“Calls”