Download
category n.
Skip this Video
Loading SlideShow in 5 Seconds..
Category :________________________ PowerPoint Presentation
Download Presentation
Category :________________________

Category :________________________

72 Vues Download Presentation
Télécharger la présentation

Category :________________________

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. Category :________________________ MARKET : ______________________

  2. 1 – Executive Summary Name of the initiative & Claim (in 7/8 words max.) • Description : • 3 or 4 lines, or around 30 words • Results : • 3 or 4 lines, or around 30 words • Why this initiative should be a finalist?: • 3 or 4 lines, or around 30 words • Team : names of team members ( Maximum 3, exceptionally 4 ) • Signatures / Validation : • Marketing or Sales Director • Managing Director Here your one single best picture of the initiative !

  3. 2– Presentation of the initiative • In general what was the OGSM of the initiative ? • Page 1: OGSM of the initiative • Page 2: Descriptive of the initiative, insist of what is innovative • Page 3: Key factors of Success • Page 4: Results • Page 5: Innovation Wheel (see next slides) • Page 6: Innovation KPI template (see next slides) • Insert pictures if you want one or two pictures per page, make it live !

  4. 2 .1 - OGSM • Strategies: • Strategy 1 • … • … • Metrics: • Metrics 1 • … • … • Objectives: • Objective 1 • Objective 2 • … • Goals: • Goal 1 • Goal 2 • …

  5. 2.2 – description of the initiative • What is innovative? • Innovation 1 • Innovation 2 • Innovation 3 • Description: • Description 1 • Description 2 • Description 3 • … • …

  6. 2.3 – key success factor • Key factors of success: • Factor 1 • Factor 2 • Factor 3 • …

  7. 2.4- results • Results: • Result 1 • Result 2 • Result 3 • …

  8. 2.5– INNOVATION WHEEL Proposed tool to characterize level of disruption INITIATIVE CONSIDERED AS AN INNOVATION FOR MH WHEN RATED AT LEAST A LEVEL 3 ON ONE DIMENSION Liquid Product Level of disruption Packaging New for the W&S New for the category Communication story New for the brand Communication Minor changes Communication medium Business as usual Merchandising Activation Ritual/mode Price Not aimed Moment Reached

  9. INNOVATION WHEEL – HENNESSY CLASSIVM EXAMPLE INITIATIVE CONSIDERED AS AN INNOVATION FOR MH WHEN RATED AT LEAST A LEVEL 3 ON ONE DIMENSION Proposed tool to characterize level of disruption Liquid Product Level of disruption Packaging New for the W&S New for the category Communication story New for the brand Communication Minor changes Communication medium Business as usual Merchandising Activation Ritual/mode Price Not aimed Moment Reached

  10. 2.6– innovation kpis • Strategic Intent – Why are you launching this innovation? • Execution – What is this innovation about? • Expected Impact – what will success look like?

  11. Gain consumer franchise Build brand equity Increase penetra-tion Increase awareness Description Positioning RSP Timeframe Investments INNOVATION KPISHENNESSY CLASSIVM EXAMPLE Strategic Intent – Why are you launching this innovation? Main objective of the innovation • Objective:Increase consumer base to install a new pillar of growth in Asia by durably penetrating the nighttime occasion • Target: emerging Chinese Gen-Y • Channel: Tier 1&2 cities MOT2 • Key assumptions: No/limited trade-down impact on Hennessy (equity and consumers) and capacity of Hennessy to attract younger consumers Secondary objective of the innovation Execution – What is this innovation about? A new brand created to specifically target the Chinese Gen Y in the on-trade with an original adopted brand persona that, while offering an entry level proposition, remains true to Hennessy’s standards of excellence and luxury. Liquid Packaging Communication story “Shine I am”, express my vibrant personality Communication medium 206 64 by the case Merchandising National launch in China in 2011 Ritual/mode Price TOTAL of 7,9 Mio € in 2013 (A&P: 7,8 Mio market, 125K Maison) Moment Expected Impact – what will success look like? Increase NA (penetration) Increase Awareness Financial impact • # kcn: + 95 KCM • Number of consumers: +xxx • Market share : +x pts • Trial: + xx • Brand awareness ranking: + 10,6 pt • Share of voice: + x% • COP: 4,80 MEUR • Marginal Income: XX€ Timeframe to be specified and KPIs fine-tuned by project SOURCE: Based on Hennessy Budget TOPAZ 2013

  12. 3 : STILL PICTURES AND FURTHER DESCRIPTION FREE NUMBER OF PAGES / PICTURES • This section is to add any information you deem necessary: • Detailed description of the initiative’s concept & mechanism if need be; • All complementary explanation to the 6 page presentation, for example : • detailed figures table to prove sales results; • Pictures, as many as you want and in high definition if possible • Videos.

  13. Attachments (optional) :Videos, illustrating the initiative Attach videos as needed to present your entry. Directly up-loaded while your are on the application website