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 t...
Question:   How can werapidly accelerate     growth?
Strategic Choices              OR
PROJECTWELKERKick-OffJan 18, 2011
Understand the Consumer                               BURT’S                              ??                  Low Value   ...
Understand the Consumer            Product Mindset:            • Follows beauty trends & is a heavy purchaser of products ...
Look For White Space                                                                                      Brand Image Stre...
Look For White Space   THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE     OVER THE YEARS HAS DRAMATICALLY CHANGED.          ...
Look For White Space   THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE     OVER THE YEARS HAS DRAMATICALLY CHANGED.          ...
Look For White Space     FUN BREAKS AWAY FROM THE TWO DOMINANT           CONVENTIONS IN THE CATEGORY.         earthy      ...
Look For White Space      While other brands are   content at being eco-friendly,   güd™ can be the advocate for         s...
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...
One Central Launch Idea
Make Packaging Work Harder                 On-Pack QR Codes
Influence the Influencer
Use Disruptive Creative Ideas                     THE FIRST EVER                     SCENTED                     FACEBOOK ...
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:   Selec...
Our Project Timeline                  10 months                  from start of                  project to                ...
Keys To Agility                  Align decision                  rights with senior                  leadership up-       ...
Keys To Agility                  Start with a high-                  performing                  cross-functional         ...
Keys To Agility                  Don’t                  over                  analyze                  the                ...
Keys To Agility                  Use expert                  external                  resources to                  reduc...
Keys To Agility                  Prepare                  yourself for                  the ride                          ...
Thank You@gputmanFacebook.com/gud@gudhappens                   32
Q&A      33
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Garrett Putman Innovate Carolina

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Garrett Putman Innovate Carolina

  1. 1. April 20th, 2012THE GÜD™ STORYGARRETT PUTMAN (@GPUTMAN)
  2. 2. About Me
  3. 3. About Me
  4. 4. The güd™ Story
  5. 5. Natural Personal Care Overview Burt’s Bees® is the #1 Brand in NPC - almost 2X the size of the #2 player
  6. 6. Question: How can werapidly accelerate growth?
  7. 7. Strategic Choices OR
  8. 8. PROJECTWELKERKick-OffJan 18, 2011
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Look For White Space THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE OVER THE YEARS HAS DRAMATICALLY CHANGED. 1990’s 2010’s
  13. 13. 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
  14. 14. Look For White Space FUN BREAKS AWAY FROM THE TWO DOMINANT CONVENTIONS IN THE CATEGORY. earthy clinical
  15. 15. 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
  16. 16. Eco-Fun
  17. 17. Eco-Fun
  18. 18. 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
  19. 19. One Central Launch Idea
  20. 20. Make Packaging Work Harder On-Pack QR Codes
  21. 21. Influence the Influencer
  22. 22. Use Disruptive Creative Ideas THE FIRST EVER SCENTED FACEBOOK EXPERIENCE: “Wherever güd goes, güd happens”
  23. 23. Leverage Social MediaWe’ve alreadyearned 284K Fans– more than Crest®,Dial®, Method®,Kashi®, and GreenWorks®
  24. 24. New Ways Of Working
  25. 25. 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
  26. 26. Our Project Timeline 10 months from start of project to first ship date!
  27. 27. Keys To Agility Align decision rights with senior leadership up- front
  28. 28. Keys To Agility Start with a high- performing cross-functional team with clear roles & responsibilities
  29. 29. Keys To Agility Don’t over analyze the data! 29
  30. 30. Keys To Agility Use expert external resources to reduce burden on internal team 30
  31. 31. Keys To Agility Prepare yourself for the ride 31
  32. 32. Thank You@gputmanFacebook.com/gud@gudhappens 32
  33. 33. Q&A 33

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