Maybelline NY workshop - Planning

Page 1

August 8, 2010 by:


9:00 - 9:15 9:15 - 9:30 9:30 - 10:00 10:00 - 10:30 10:30 - 11:00 11:00 - 11:15 11:15 - 11:45 11:45 - 12:15 12:15 - 12:45 12:45 - 1:45 1:45 - 2:00 2:00 - 2:30 2:30 - 3:00 3:00 - 3:15 3:15 - 3:45 3:45 - 4:15 :30 - :45 5:00- 5:15

morning coffee opening note boost shot convention hunt report back & vote break visioneering - onliness ceo hats report back & vote lunch boost shot mind mapping report back & vote break quickies report back & vote buffer closing note


rules of the day...


its YOUR day - what you put in, is what you get out

✓ ✓ ✓ ✓

ideas come when everyone participates

✓ ✓

mobiles OFF - Iʼm serious!

all ideas are good ideas there are no ʻsacred cowsʼ each team to appoint a scribe and a presenter have a lot of fun


why we doing this?


brain boost 30min


convention hunt


convention hunting


WHY WE SITTING, WHERE WE SITTING...


30min hunt 10min report back x3grps 5min to find the overarching convention 3 key conventions /planet Group 1 Hatem Mayank Paola

Group 2 Laila Yasmin Kris

Group 3 Mouna Tanya Oussama


break

15min


“some men see things and ask ʻwhyʼ. i dream things that never were, and ask ʻwhy notʼ”

visioneering


some inspirational brand visions...


Apple: tools for creative minds


Disney: the magical world of imagination


Pedigree: everything we is for the love of dogs


Coca Cola: refresh the world in mind, body and spirit



WE ARE THE ONLY THAT


20min to dig 5min to present incld. 5min to write the 驶onliness始

Group 1 Tanya Mayank Paola

Group 2 Laila Yasmin Hatem

Group 3 Mouna Kris Oussama


Imagine your company was over taken by another company and you are the new CEO

CEO hats


Apple is for people who re different and think differently. Hence they make products for those who believe that one person can change the world

According to CEO Steve Jobs “its about saying no to 1,000 things so as to concentrate on the really important creations”

In polls of the worldʼs most innovative firms it consistently ranks first. From its first compute in 1977 to the mouse-driven Mac in 1984, the iPod music-player in 2001 and the iPhone and now the iPad. it has always led the way.

Apple introduced the iPod digital music player in 2001, and has since dominated this market with a share close to 70%

Apple is, in short, an orchestrator and integrator of technologies, unafraid to bring in ideas from outside but always adding its own twists.

At Macworld, the companyʼs 135 retail stores have just achieved their first $1B quarter, with 26 million people visiting during the past three months. Young consumers, flock to the stores to check their email using the free Internet connection and to snap photos with the digital cameras on display

Apple also recently introduced iPad and only 80 days after the release broke a sales record of 3 million units

iPhone combines 3 devises in one - a mobile phone, a widescreen iPod, and a mobile internet device - all based on a multi-touch interface that allows control with just a tap, flick or pinch of the fingers. Apple sold its one millionth iPhone just 74 days after it went on sale

Since the launch of the iTunes music store, Apple has driven the music industry into a completely new direction, to the point that analysts expect Apple to make up 10% of retail music sales

Apple celebrates the unconventional and through its products and marketing encourages people to “THINK DIFFERENT”

Apple illustrates the importance of designing new products around the needs of the user, not the demands of the technology

Apple has always had a certain ʻaweʼ factor; The design, look, feel, form and function are way ahead of the other companies.


AIRPORT

TRAVELING PLAN

AIRCRAFT EXPERIENCE

When flying First Class from (or through) Doha, you will experience our extraordinary Premium Terminal. Select a soak in the Jacuzzi, a message in the spa, sleeping and shower facilities, or retail therapy at our exclusive duty-free mall.

Information on Qatar website that allows you to book hotels to the destinations you are traveling to

You will be chauffeured personally in premium BMW 7-series right to the air craft for boarding while boarding first class

Benefit by joining our Privilege Club Frequent Flyer Program, earning you a range of exclusive privileges & benefits that make traveling Qatar Airway as rewarding as it is comfortable. Or earn miles on partner as ANA, Asiana, Lufthansa, United, US, Airways, and Virgin Atlantic.

You can also check and track your baggage through the QA baggage tracer QA provides passengers with accommodation, meals and ground transportation if their scheduled connection time in Doha is more than 8 hours but less than 24 hours For children traveling alone - Escort Service is available to children between the ages of 3-5 years old. QA Escort accompanies children between these ages all through their trip Virtual tours - you get to experience your flight before boarding the flight using a

Once onboard, you can turn your personal space into a 5-star restaurant, a full-featured Cineplex in the sky, an office, or a completely flat bed enveloped by a feather duvet Fly abroad the long-haul Airbus A340-600 aircraft and enjoy exclusive access to the dedicated onboard First Class Lounge; a place to make connections or stretch out. When you see this signature product of QA, you will see why we were voted the best by Skytrax Wide array of cuisine selection - from diet foods to wine and Campaign meals. There are also special meals for people who require 驶Diabetic meals始, Low cholesterol, etc.

Q-BIZ - As members, small and medium enterprises will earn Qmiles for both their company and travelers each time they choose to fly QA. With complimentary award flights and flight upgrades, business trips are now twice as rewarding. Only with Qbiz. BEST MIDDLE EASTERN AIRLINE Results from the latest Skytraz World Airline Award have positioned QA as the best airline in the ME for the 3rd consecutive year, heading off strong competition in a region experiencing massive growth in its aviation sector. QA始s cabin crew was named Best in the ME for the 6th straight year, further cementing QA始s reputation as a FIVE-STAR carrier.


TARGET GROUP

MARKETING

COMMUNICATION

CORPORATE OR COMPETITION


30min to be the CEO 10min report back and vote 5min to vote min 5 points per each box Apple Paola Mouna Hatem Yasmin (Soheil)

Qatar Airways Kris Tanya Amol Laila Oussama


lunch break

60min


brain boost 30min


mind mapping


pre-purchase

purchase

post-purchase


30min to save your franchise 10min report back and vote 5min to vote min 5 ideas per each phase DMM Paola Yasmin Oussama

CS Mouna Tanya Mayank

VE / XXL Kris Hatem Laila


quickies


Arab consumers are very loyal to their Make-Up brand and rarely cross-shop when they buy

Generate 10 breakthrough ideas on how to attract these consumers to experience Maybelline and become loyal to its brand

#1


Every Arab woman wants to look ʻmodern and trendyʼ by the make-up she puts on...

Generate 10 breakthrough ideas on how to convince this target that Maybelline is the trendiest make-up brand for her and it always brings the most modern make-up...

ʻMaybelline is the answer to her ʻmodern and trendyʼ look needʼ

#2


Saudi consumers feel that Maybelline brand is not for them and they don始t feel connected to the brand...

Generate 10 breakthrough ideas on how to break this distance and be more relevant and close to this consumer 驶how do you win their hearts?始

#3


30min to save the day 10min report back and vote 5min to vote

#1 Paola Mayank Hatem

#2 Kris Yasmin Laila

#3 Mouna Tanya Oussama


9:00 - 9:15 9:15 - 9:30 9:30 - 10:00 10:00 - 10:30 10:30 - 11:00 11:00 - 11:15 11:15 - 11:45 11:45 - 12:15 12:15 - 12:45 12:45 - 1:45 1:45 - 2:00 2:00 - 2:30 2:30 - 3:00 3:00 - 3:15 3:15 - 3:45 3:45 - 4:15 :30 - :45 5:00- 5:15

morning coffee opening note boost shot convention hunt report back & vote break visioneering - onliness ceo hats report back & vote lunch boost shot mind mapping report back & vote break quickies report back & vote buffer closing note



What trend is powering your business? How powerful is it? Can you ride more than one trend at a time?

WHAT WAVE ARE YOUR RIDING? Make a list of trends that will power your success


What’s the one thing that makes your brand both different and complete?

WHAT MAKES YOU THE ‘ONLY’? Complete a simple ‘onliness’ statement

Add detail by answering What, How,Who,Where,When, and Why


What existing brand elements are under-mining your onliness? What new brand elements could straighten our onliness? How do the remaining elements align with your vision?

WHAT SHOULD YOU ADD OR SUBTRACT? Make a list of all current and planned offerings and brand elements Decide which offering to keep, sacrifice, or add Be brutal - it’s better to err on the side of sacrifice


Who makes you your brand community?

How can you manage the ‘gives and gets‘ so everyone’s happy?

WHO LOVES YOU? Diagram your brand’s ecosystem Decide how each participant will both contribute and benefit


Which competitor can you paint as the bad guy?

WHO’S THE ENEMY? Tell your customers what you’re not, in no certain terms


What are you selling and how are you selling it?

Which touchpoints will let you compete in white space?

HOW DO PEOPLE ENGAGE WITH YOU? Map your value proposition against those of your competitors See which competitive areas you can avoid entirely Discover customer touchpoints where you’ll be unopposed


How will customers learn about you? How can you ‘enroll’ them in your brand? Who will be your competition at each touchpoint? Where should you put your marketing resource?

WHAT DO THEY EXPERIENCE? Map the customer journey from non-awareness to full enrollment Bet your resources on the experience that zag


How can you help customers build barriers to competition?

How can you avoid creating a ‘disloyalty program’?

HOW DO YOU EARN THEIR LOYALTY? Start by being loyal your customers

Don’t make new customers feel punished or excluded Give loyal customers the tools to introduce new customers


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