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Section Overviews

Section Overviews. Corporate Experience Intern Daniel Davies 02/28/14. Market and Competitive Intelligence Center for Strategy, Marketing & Design. Project Statement. Corporate Experience Internship. Statement of Work. Corporate Experience Intern- Section Overviews.

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Section Overviews

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  1. Section Overviews Corporate Experience Intern Daniel Davies 02/28/14 Market and Competitive Intelligence Center for Strategy, Marketing & Design

  2. Project Statement

  3. Corporate Experience Internship Statement of Work

  4. Corporate Experience Intern- Section Overviews Market and Competitive Intelligence Customer and Consumer Insights Designers Intellectual Property Law Corporate Law Government Relations

  5. M&CI section overview

  6. M&CI • Data • Collect and analyze data about markets, competitors, e.g. that already exists • Sources of Data • Euromoniter • Iconculture • Mintel • Role • Provide data across SBUS & Platforms • This data allows decision makers in SBUS & Platforms to decide the necessary course of action for the business to take Overall Objective- Market analysis to provide decision making information.

  7. M&CI • Market Analysis • Market analyst’s gather data that is available through resources on the previous slide • Organize data into discernible documentsfor the SBUor Platform • An example of a market analysis from Euromoniter is on the next slide • Store Sweeps • Ateam or individual visit to single or multiple stores to detect market information not available elsewhere • Organize data into discernible documents for the SBU or Platform Type of Work and Projects- organized market information from multiple sources.

  8. Packaging Types for Drinking Yoghurt in the UK • Majority of drinking yoghurt multipacks are packaging in open carton containers with 4 packs being the most popular

  9. C&CI Section Overview

  10. C&CI • Data • Find and analyze data that relates to the consumers and customers, from the most part it doesn’t exist on paper yet. • Seeks out data about customer and consumer trends through interviews and studies with them. • Will use previous studies and pre-existing analysis to identify a trend • Role • Their main role is to provide designers and SBUS & Platforms with consumer and customer trends • The main trends they identify are consumer & customer needs in packaging & their opinions on our current packaging • Using the information they identify the part of packaging that consumers view as most important and aspects that will influence their purchase. Overall Objective- Find and analyze data from the consumers to better the company's position with customers.

  11. C&CI • Focus Group • A focus group is an observation & discussion with a consumers regarding their opinions on packaging • Want to get a sense of what’s most important to the consumers, and what we should be focusing on • Interviews/polls/questionnaires • Discussions with the consumer about desires for novel packaging, and opinions on current packaging • Shop-Along/ethnographies • Analysts will observe consumers interacting with packaging in a natural setting. • Will use the trends and interviews to understand what the consumer isn’t getting out of the packaging that they expect Type of Work and Projects

  12. Example of Qualitative Needs Hierarchy Based on consumer focus groups and ethnographies in China for RTD Tea

  13. Designers Section Overview

  14. Beverage Designers • Role • Design exterior packaging for the beverage containers to be held in • Customer’s come to MWV with a new primary package and request a secondary package be designed • Design Process • 3 types of design • Traditional- MWV has a design that fits a customers request. • Transitional- The designers change a design to fit a customers request • Transformational- The designers create a completely novel and innovative design Overall Objective- Create packaging that fits customer specifications and fits out mantra of innovative packaging.

  15. Beverage Designers • Designing • Traditional- No new design needed • Transitional- Make large or small changes to existing designs • Transformational- Make a completely new design file for customer • Test Phase • The designs are put through testing and reworking to ensure performance of functions • Finalization Process • Send designs to manufacturers to make sure they can create it in mass quantities • Then send the design to the customer make sure their requirements have been satisfied with the design. Type of Work and Projects- Create new innovative packaging designs, that fit the market of packaging.

  16. Coca-Cola’s market research proved that a 6-pack would be more suitable for consumers that are…. • consuming less carbonated soft drinks • taking more trips to the grocery store • on limited budgets Now in Stores Nationwide! Confidential and Proprietary | 2014

  17. IP Law Section Overview

  18. IP Law • Role • Interact with all facets of the business to ensure that our intellectual property is being properly protected • Mostly will interact with the designers in the company, to protect the novel ideas. Protection can be through Patents, CDA’s, Trade Secrets, others • Interact with SBU management to make the best IP decisions for the company going forward • Patents • Interact with the designers to create patents for new work. Also interact with U.S. and international patent offices • Normally takes many reworks to get approval by the patent examiner • Actions to take to protect our patents • File lawsuitsagainst companies infringing on patents that are held by MWV. • Usually a letter will suffice for them to withdraw from the market, however sometimes lawsuits occur, • MWV normally seeks an injunction, and in some cases monetary damages Overall Objective- Protect the intellectual property of MWV

  19. IP Law • Crafting a CDA or NDC • When a part of the business is going to disclose sensitive information, especially novel designs then they file a CDA request form • A generic CDA is then created based upon information supplied. • The IP lawyer then will review the CDA and adjust it to fit the specific situation • Review other companies CDA’s • When a company want’s us to sign a CDA, our IP lawyers review them, and Will edit their CDA to adjust it to fit the situation MWV are in • Crafting a Patent • Craft a patent application, this is where the IP lawyer will state why the invention is novel and the protections desired • Will get a response from the patent examiner, and if successful will be granted a patent • If it is declined, there are ways to argue the case Type of Work and Projects- Ensure intellectual protection through CDA’s, patents, and other protection tools.

  20. Government Relations Overview

  21. Government Relations • Role • Has teams which interact with the federal state and local governments • In the last year we have expanded to worldwide government relations • India, Brazil, and China • The team run the PAC, work with Community Affairs, and are the lobbyists for company interests • Lobbying • Out lobbyists attempt to influence decisions made by officials in the government, or members of regulatory agencies • We especially lobby the EPA, for attainable goals • PAC • To date the MWV PAC has distributed around $93,000 to candidates who share the same interests as the companies • The money is obtained from eligible employees who are involved in the PAC Overall Objective

  22. Government Relations • Lobbying • Government Relations team lobby the state federal and local governments • Our team provides information to, and interacts with legislators and regulatory agents. • The long term goal of the relationships that our team has with legislators is the making of laws, which will fit our mission as a company • PAC • Running of the daily operations of The Political Action Committee • Interacting with the members of the PAC, ensuring that the actions of the committee and the donations serve the best interests of MWV as a whole • Community Relations • The team uses funds, and resources to enrich the communities where we are active employers. Type of Work and Projects

  23. Red Bull Market Share

  24. Soft Drink Market Overview • Soft Drink Market is dominated by large CSD companies such as Coca Cola and Pepsi. However, the energy drink category has rapid growth and are gaining market share. • CocaCola & PepsiCo = 43% of Soft Drink Market • Monster, Red Bull & Rockstar= 1.9% of Soft Drink Market

  25. Energy Drinks in US– Bottle Type • Majority of energy drinks come in metal cans which can easily be addressed by MWV’s existing packaging options

  26. Confidential and Proprietary Dual Fridge - “Redbull gives you wings” Highlights Package Flexibility Unzip and split pack to create dual packs which reveals interior panoramic graphic

  27. Questions/ Comments

  28. Thank You

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