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Garrett Putman Innovate Carolina
 

Garrett Putman Innovate Carolina

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Garrett Putman Innovate Carolina 2012 presentation

Garrett Putman Innovate Carolina 2012 presentation

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    Garrett Putman Innovate Carolina Garrett Putman Innovate Carolina Presentation Transcript

    • April 20th, 2012THE GÜD™ STORYGARRETT PUTMAN (@GPUTMAN)
    • About Me
    • About Me
    • The güd™ Story
    • Natural Personal Care Overview Burt’s Bees® is the #1 Brand in NPC - almost 2X the size of the #2 player
    • Question: How can werapidly accelerate growth?
    • Strategic Choices OR
    • PROJECTWELKERKick-OffJan 18, 2011
    • Understand the Consumer BURT’S ?? Low Value BEES Segments Segment Name Committed Health & Beauty Beauty Demanding Value Pragmatists Naturalists Sleuths Enthusiasts Conventionalists % of Females 1% 7% 12% 27% 39% % of NPC of total PC 71% 27% 16% 10% 3% % of NPC Sales 9% 26% 25% 29% 11% NPC Purchase Drivers Committed to Heavy researchers Follower of beauty Responsive to Driven by brand to environment learning more and green trends environmental determine quality and health about living driven by concerns and and loyal to those healthier lifestyle ingredients, driven by that work at the fragrances and ingredients, right price promotions fragrances and promotions Importance of Natural High More pronounced Embedded with Dabbles but needs Little engagement other needs convincing with Natural Approach to Beauty Inward Inward Outward Outward Outward Approach to Health Educated and Proactive Concerned but More mainstream Less involved than committed laissez-faire in approach and average action average involvement
    • Understand the Consumer Product Mindset: • Follows beauty trends & is a heavy purchaser of products • Open to NPC but more concerned with efficacy than natural • Seeks products with high sensory elements (fragrance) Personality: • Optimistic & spontaneous. Lives in the moment • Knows how to have a good time & make things fun for others • Heightened appreciation for outward beauty & beautiful things Lifestyle: • Highly engaged with technology (her 7th sense) • Extraverted. Stimulated by new experiences and interaction with people • Brand relationships can be a form of self-expression
    • Look For White Space Brand Image Strength & Weaknesses Consider the environmental impact when making business decisions 1 15 8 8 -4 -12 0Natural Do not include any man made chemicals 3 12 11 13 -4 -9 -4 Have products that are all at least 95% Natural 6 18 14 17 -5 -14 -8 Are healthy for me and my family 1 5 6 4 2 -12 -7 Have products with a pleasant -4 -11 -8 -2 10 33 13Sensorial scent Have products that make me feel -3 NA -4 -4 4 16 5 beautiful Have products that are enjoyable to use 0 -11 -8 -5 6 20 5
    • Look For White Space THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE OVER THE YEARS HAS DRAMATICALLY CHANGED. 1990’s 2010’s
    • Look For White Space THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE OVER THE YEARS HAS DRAMATICALLY CHANGED. 1990’s 2010’s FROM THIS TO THIS Rigid Playful Muted Vibrant Stoic Flexible Aloof Approachable
    • Look For White Space FUN BREAKS AWAY FROM THE TWO DOMINANT CONVENTIONS IN THE CATEGORY. earthy clinical
    • Look For White Space While other brands are content at being eco-friendly, güd™ can be the advocate for something else… eco-friendly eco-fun
    • Eco-Fun
    • Eco-Fun
    • Our Product Portfolio32 new SKU’s across 8 body, hair, & hand care categories3 national scents and one Target® exclusive fragranceNo parabens, petrochemicals, or phthalatesNot tested on animals
    • One Central Launch Idea
    • Make Packaging Work Harder On-Pack QR Codes
    • Influence the Influencer
    • Use Disruptive Creative Ideas THE FIRST EVER SCENTED FACEBOOK EXPERIENCE: “Wherever güd goes, güd happens”
    • Leverage Social MediaWe’ve alreadyearned 284K Fans– more than Crest®,Dial®, Method®,Kashi®, and GreenWorks®
    • New Ways Of Working
    • Our Project Timeline• January 18: Team Kick-off• February 10: Finalized product mix and pricing• February 11: Selected brand agency• February 16: Selected 3PM and base formulations• March 7: Selected brand name• March 11: Selected packaging forms• March 31: Key Account Meeting with Sales Team• April 11: Finalized Top 4 fragrance lines• August 1: Shipped Sales Samples to all accounts• Nov 18: Ship to Trade• December 6: e-Commerce site goes “live”• December 27: Target endcap launch
    • Our Project Timeline 10 months from start of project to first ship date!
    • Keys To Agility Align decision rights with senior leadership up- front
    • Keys To Agility Start with a high- performing cross-functional team with clear roles & responsibilities
    • Keys To Agility Don’t over analyze the data! 29
    • Keys To Agility Use expert external resources to reduce burden on internal team 30
    • Keys To Agility Prepare yourself for the ride 31
    • Thank You@gputmanFacebook.com/gud@gudhappens 32
    • Q&A 33