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NEW PRODUCT AND SERVICE DEVELOPMENT NEW YORK UNIVERSITY – SCPS FALL 2010

NEW PRODUCT AND SERVICE DEVELOPMENT NEW YORK UNIVERSITY – SCPS FALL 2010. AV. OVERVIEW. OVERVIEW. Presentation:. Presentation:. American Company founded in 2005. Cachaça is a Brazilian spirit distilled from sugar cane juice. It is the key ingredient to the Caipirinha cocktail.

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NEW PRODUCT AND SERVICE DEVELOPMENT NEW YORK UNIVERSITY – SCPS FALL 2010

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  1. NEW PRODUCT AND SERVICE DEVELOPMENT NEW YORK UNIVERSITY – SCPS FALL 2010 AV

  2. OVERVIEW OVERVIEW Presentation: Presentation: • American Company founded in 2005. • Cachaça is a Brazilian spirit distilled from sugar cane juice. • It is the key ingredient to the Caipirinha cocktail. • Cachaça is the third most-consumed spirit in the world. • Leblon is market leader in this segment in US. Current Situation: Current Situation: • The Caipirinha is the fastest growing cocktail in the US, growing 250% on cocktail menus in the past two years.

  3. OBJECTIVES • A Global Brazilian Iconic Brand: • To Establish Leblon as the Luxury Cachaça of Brazil. • An Authentic and Credible Source as Brazil’s Finest Cachaça/ LeblonCaipirinhas Internationally. • Position Leblon as something never seen before: a classy, truly upscale brand that fits our target’s lifestyle.

  4. STAGE GATE PROCESS Discovery Idea Screen Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Scoping Business Case Development Testing & validation Launch Post launch review Action plan Gates: go / kill

  5. DISCOVERY STAGE: IDEATION Brainstorming Internal campaign for ideas * Agencies IDEA BANK Trade Publications/ Consumer Magazines Customer research Interviews at bars, liquor stores Analyze competitors Research Web • Develop a Leblon Idea Bank Online for employees participate with suggestions and interesting comments about their market. Creating a important communication and information channel between the entire Sales department and Marketing. • Responsible for Idea Bank – Leblon Brand Manager

  6. GATE 1: IDEA SCREEN STAGE 1: SCOPING • Criterias: • Fit within Leblon business strategy. • Reach Leblon’s target. • Help the consumer’s know about LeblonCachaça. • Have to be a differential event. • Meet Leblon’s objective. • Define event size and potential. • Concept tests with potential guests. • Possible time. • Estimate costs . • Recommendations and Plans. Gatekeepers • CEO, Director of marketing, Brand Manager.

  7. STAGE 2: BUSINESS CASE GATE 2: SECOND SCREEN • Reach the target market. • Involve one of 2 communication platforms: fashion and music. • Consumers must have an unforgettableexperience with the brand. • Innovative project. • Costs maximum $20K. • Market investigation and Market Research : determine what kind of events my consumer wants to go. • Detailed look at the market competition – direct and indirect. • Event analysis: determines event size, trends, segmentation and complete competitive beverage situation. • Detailed business and financial analysis. • Plans and Recommendation Gatekeepers • CEO, CFO, Director of marketing, Brand Manager.

  8. GATE 3: GO TO DEVELOPMENT STAGE 3: DEVELOPMENT • Result of detailed event analysis. • Costumer needs, wants, benefits desired • Preliminary marketing plan. • Event definition. • Estimate costs, timing, resources. • Legal. • Financial analysis. • Plan of action for next state. • Marketing and operations plans. • Working model. • Tests. • Update financials. • Facilities requirement. • Launch plan. • Customer feedback. Just one event goes to next stage! Start spend more money Gatekeepers • CEO, Operations, Director of Marketing, Brand Manager, Sales, Legal

  9. GATE 4: GO TO TEST STAGE 4: TESTING AND VALIDATION • Review probable execution. • Revised financial analysis. • Check quality of Stage 3. • Go to tests. • Event definition, characteristics. • Extensive validation. • Production materials process. • Customer acceptance: research, in house tests. • Revise financial and business analysis. • Refine marketing plan. • Verify that all areas are prepared for the event. Gatekeepers • Operations, Brand Manager, Financial Analyst, Logistic, Legal

  10. GATE 5: GO TO LAUNCH STAGE 5: LAUNCH • Check quality and result. • Quality of validation. • Estimates of the production and marketing costs, sales volumes, logistic. • Financial analysis. • Ready to launch - into the market. • Implementation of event plans. • Implementation of operation plans. Gatekeepers • CEO, Operations, Brand Manager, Marketing Director, Financial Analyst, Logistic, Legal

  11. POST LAUNCH: REVIEW • Review Costs. • Analyze the results. • What was learned? • Is worth to do it again? • What can be done better next time? • Did the repercussion is good? • Does the project increase our market share?

  12. CONCLUSION • Before decide to sponsor, participate or organized an event: • Define some criterias. • Don’t fail in love with any event opportunity before make sure that fits you consumer want and need. • Avoid waste your money doing the wrong investment. THANK YOU!!!

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