1
Donat Mg goes
global
zenel.batagelj@valicon.net
ranko.jelaca@atlanticgrupa.com
2
3
•Funky business forever (Ridderstrale & Nordstrom)
Constant need to choose!, Fukky village is a community of surplus and...
4
STRATEGIC WORMHOLE
• The idea came out while trying to finish my master thesis in
Balanced scorecard… BUT
• TIME is not ...
5
WORMHOLE
6
• STRATEGIC WORMHOLE is a model of fast development
and implementation of a new turnaround strategy in
relevant part of ...
7
STRATEGIC WORMHOLE
STEPS:
1. Choose an SBU or key brand
2. Kashmir effect of the environment
3. Energetic team
4. Create...
8
9
STRATEGIC WORMHOLE
1st phase: FASCINATION
• Work should be based on inspiration
• the Work should be emotional
• Project...
10
CASE:
11
12
13
Consumers are very loyal
because it WORKS
14
THE PROBLEM
15
2011
A unique water that works but complicated
to explain to new consumers
Route to market needs a rework
Older and tra...
16
17
„New Donat Mg“
Can Donat Mg become an innovative brand?
Can it be international despite limitations?
Younger TG?
How to...
18
19
20
21
Step 1 (New consumers)
22
PRIMARY GLOBAL TARGET:
PREGNANT WOMEN
23
A BIG POTENTIAL FOR DONAT
No. of pregnant women
24
25
26
MORE THAN 75% OF COMMUNICATION
WENT THROUGH SOCIAL MEDIA
27
28
PILOT COUNTRIES WERE B&H
and SERBIA
•SERBIA: in 9 months 90% of total pregnant women were on
“Pregnant Mg” FACEBOOK sit...
29
30
¼ MILLION IN 1 YEAR AND A HALF
as we started to open new countries
31
But where is the strategic
whormhole?
32
33
Preferefed solution
33
prefered
colour
prefered
shape
prefered
overall packages
R: male
A: female
R: younger
younger
th...
34
34
perceptionmaping
?
35
36
37
38
39
PREGNANCY COMMUNITY
TRANSFORMATION
PREGNANCY
BREASTFEED
ING
LOOSING WEIGHT
DIGESTION, DETOX
40
Poslovni modeli se spreminjajo
in (z zamikom) prihajajo tudi v naše kraje
„Off-line“ „On-line“
Lokalno Globalno
Drago P...
41
iCARE – DIABETES DIY SOLUTION +
C.RESEARCH
iCare
42
MEDICALISATION (A 3 STEP
APPROACH)
DIGESTION
_CONSTIPATION
DIGESTION
_HEARTBURN
DETOX
_ ACID BASE
BALANCE
DIABETES LIVE...
43
44
Double digit growth of Donat Mg every
year
4x sales increase in Russia since 2011
France pilot project of web sales
Ent...
45
Thank You!!
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SMK: Donat Mg goes global, Batagelj (Valicon) in Jelača (AG)

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SMK: Donat Mg goes global, Batagelj (Valicon) in Jelača (AG)

  1. 1. 1 Donat Mg goes global zenel.batagelj@valicon.net ranko.jelaca@atlanticgrupa.com
  2. 2. 2
  3. 3. 3 •Funky business forever (Ridderstrale & Nordstrom) Constant need to choose!, Fukky village is a community of surplus and we are fighting for attention! Funky Inc is Creative, as wealth is coming from innovation not from optimisation! •Every business is a growth business (Charan&Tichy) There is not such a thing as a mature business! Growth is mentality created by leaders! Growth is less risky than stagnation. A Company shouldn‘t focus on one business or geo.area! •Blue ocean strategy (Kim & Mauborgne) 86% of all product laucnhes are Red oceans! BOS obsessed with value creation & innovation! Erare factors that the industry takes for granted! Create an uncontested market space! Early warnings from clever people •The strange death of modern advertising (Maurice Saatchi) Nowadays only brutally simple ideas get through. Companies compete for global ownership of one word in the public mind. This is one word equity.
  4. 4. 4 STRATEGIC WORMHOLE • The idea came out while trying to finish my master thesis in Balanced scorecard… BUT • TIME is not defined as a critical issue in strategic management literature • Ridderstrale & Nordstrom: add speed to the organization & they define „Live“ society as a key driver of speed! Or was it also Zenel‘s favorite Regis McKenna? • Kaplan &Norton: very defined timing !! ?? !!
  5. 5. 5 WORMHOLE
  6. 6. 6 • STRATEGIC WORMHOLE is a model of fast development and implementation of a new turnaround strategy in relevant part of Organization (SBU, Brand). • Within 6 months • Achieving extraordinary results in a short term but also completing some of a long term goals • Showing the way for other parts/brands of a Company • Sales of a strategic approach to the board STRATEGIC WORMHOLE
  7. 7. 7 STRATEGIC WORMHOLE STEPS: 1. Choose an SBU or key brand 2. Kashmir effect of the environment 3. Energetic team 4. Create a wanted future brand or SBU 5. Find those that live today closest to the future preferably young enough 6. Be very fast 7. Catapult the brand into the future with innovative products and services 8. Achieve high growth 9. Show direction to other SBU/brands
  8. 8. 8
  9. 9. 9 STRATEGIC WORMHOLE 1st phase: FASCINATION • Work should be based on inspiration • the Work should be emotional • Project is Relevant for the Company (EBIT, turnover, image) • Radically different • Created differently (faster and more creative) 2nd phase CREATIVE synchronization 3rd phase ADAPTIVE acceleration
  10. 10. 10 CASE:
  11. 11. 11
  12. 12. 12
  13. 13. 13 Consumers are very loyal because it WORKS
  14. 14. 14 THE PROBLEM
  15. 15. 15 2011 A unique water that works but complicated to explain to new consumers Route to market needs a rework Older and traditional consumers Slow growth It should be clear why the price is so high (between 1,5 and 3 €/l depending on the channel and Country) A modest marketing budget
  16. 16. 16
  17. 17. 17 „New Donat Mg“ Can Donat Mg become an innovative brand? Can it be international despite limitations? Younger TG? How to create a niche?
  18. 18. 18
  19. 19. 19
  20. 20. 20
  21. 21. 21 Step 1 (New consumers)
  22. 22. 22 PRIMARY GLOBAL TARGET: PREGNANT WOMEN
  23. 23. 23 A BIG POTENTIAL FOR DONAT No. of pregnant women
  24. 24. 24
  25. 25. 25
  26. 26. 26 MORE THAN 75% OF COMMUNICATION WENT THROUGH SOCIAL MEDIA
  27. 27. 27
  28. 28. 28 PILOT COUNTRIES WERE B&H and SERBIA •SERBIA: in 9 months 90% of total pregnant women were on “Pregnant Mg” FACEBOOK site •BiH: in 9 month 75% of pregnant women were on our site Sales growth in SERBIA 2012 on 2011 was 78% Sales growth in BiH in 2012/11. was 41%
  29. 29. 29
  30. 30. 30 ¼ MILLION IN 1 YEAR AND A HALF as we started to open new countries
  31. 31. 31 But where is the strategic whormhole?
  32. 32. 32
  33. 33. 33 Preferefed solution 33 prefered colour prefered shape prefered overall packages R: male A: female R: younger younger these two are close
  34. 34. 34 34 perceptionmaping ?
  35. 35. 35
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. 39 PREGNANCY COMMUNITY TRANSFORMATION PREGNANCY BREASTFEED ING LOOSING WEIGHT DIGESTION, DETOX
  40. 40. 40 Poslovni modeli se spreminjajo in (z zamikom) prihajajo tudi v naše kraje „Off-line“ „On-line“ Lokalno Globalno Drago Poceni Izdelki Storitve in informacije Storitve Rešitve Homogen trg Segmentiran trg Komponente Sistemi Posamičen nakup Naročnina Posedovanje Najem „Postpaid“ „Prepaid“ „Red ocean“ „Blue ocean“ Navada S pomenom 40 vir: Valicon, interne raziskave
  41. 41. 41 iCARE – DIABETES DIY SOLUTION + C.RESEARCH iCare
  42. 42. 42 MEDICALISATION (A 3 STEP APPROACH) DIGESTION _CONSTIPATION DIGESTION _HEARTBURN DETOX _ ACID BASE BALANCE DIABETES LIVER CLEANSING CLINICAL RESEARC H CLINICAL RESEARC H CLINICAL RESEARC H CLINICAL RESEARC H CLINICAL RESEARC H INDICATION CLINICAL RESEARCH SOLUTION
  43. 43. 43
  44. 44. 44 Double digit growth of Donat Mg every year 4x sales increase in Russia since 2011 France pilot project of web sales Entry to China, Ukraine Donat Mg finally on TV in Austria and Russia Results
  45. 45. 45 Thank You!!

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