UltraViolet Squared - De Beers - Pure Strategy


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UV2’s final presentation for Management 5150. Like a De Beer diamond - she was beautiful.


Jonathan Elbaz
Miroslav Jeliazkov
Natalie Kotikova
Keith Loo
Rafael Rosenzuaig
Manpreet Virdi
Himanshu Vyas

Published in: Education
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  • This is a red ribbon my son wore on Dec 01, 2008 in support of World AIDS Day. This year international theme was Leadership, but countries were encouraged to modify it to reflect local specifics. South Africa chose “Leadership and Unity”. This is a reflection of a new spirit of cooperation between the government and all the stakeholders to the problem. The budget dedicated to HIV/AIDS problem has increased 40 fold between 1996 and 2007 worldwide, and SA is no exception. DeBeers, your strategy has been created 5 years ago in a very different environment (Government opposing treatments, drugs very expensive and unavailable under medical schemas, very high stigma around the issue and limited awareness in general population). You strategy worked very well in such environment, but the world has changed and we urge you to reconsider your strategy to reflect that. 2008 World AIDS Day South Africa selects theme “Leadership and Unity” New health minister – Sept.08 financial crisis
  • We suggest that DeBeers changes the focus of its strategy from short term to long term. Internally, we suggest leveraging corporate strengths to implement several small scale innovative solutions. Externally, we suggest to use new emerging opportunities in the environment to create strategic alliances to combat HIV/AIDS decease. DART, VCT, community programs Medical infrastructure Grants, scholarships Peer educators Focus beyond mines Insufficient funds for VCT at unprofitable mines Peer educators leaving DART not available to everyone in need Ineffective outreach of campaigns Low participation level Message not resonating
  • Leverage what’s working in innovative ways Internal Office space for healers Men Make a Difference External Marketing Partnerships Objective of New Strategy: Prevention of new infections by transforming attitudes Short term: given the economic crisis and specifics of SA society (male dominated culture): leverage what’s working and target men (Men Make A Difference): Men Make a Difference – Subsidized sales of health items/kits/condoms to unemployed men to allow them to re-sell in local communities and keep % as commission (job creation + promote condom usage) – Entertain men (movies, shows) in all man hostels to prevent them from spending time with prostitutes and educate them at the same time Peer educators Appeal to men during WORLD CUP 2010 Leverage what’s working: Give traditional healers office space in the corporate clinics Offer DeBeers facilities to administer HIV tests and treatments for government mandated procedures Change Peer Educator role from talking about AIDS to teaching men responsibility of their actions, respect for women, protection of loved ones New Marketing Campaign: “A diamond is a gift of LIFE”; Leverage 2010 Soccer Cup “Play it safe” Long term: A leadership role in creating of One Regulatory Body in South Africa that controls, manages and co-ordinates HIV/AIDS activities between the Government, Corporations, non-for-profit organizations and international community: “Make Money Work” (UNAIDS).
  • Another makeover of the strategy Talk about image and awareness De Beers already partners of The Global Fund Modify strategy to include marketing at no extra cost Corporate Social Responsibility Leverage brand power
  • How or What we want DeBeers to reconsider We need to define, our targets and objectives. Decrease the number of new infections by x% in our mining communities because we want healthier and more efficient  workforce. We achieve this by supporting our corporate strategy of exploration and marketing.
  • Questions?
  • UltraViolet Squared - De Beers - Pure Strategy

    1. 1. love
    2. 2. New Environment, New Strategy <ul><li>The context has changed </li></ul><ul><ul><li>Financial crisis </li></ul></ul><ul><ul><li>Political changes in South Africa </li></ul></ul><ul><ul><li>Global awareness increased </li></ul></ul><ul><li>De Beers corporate strategy has changed </li></ul><ul><ul><li>Corporate : demand-driven </li></ul></ul><ul><ul><li>Business: Marketing and Exploration </li></ul></ul><ul><ul><li>Internal pressures </li></ul></ul>
    3. 4. The Vision <ul><li>Assume a Leadership position in the fight against HIV/AIDS and decrease the number of new infections by changing attitudes in the communities we operate in and in society at large. </li></ul>
    4. 5. The Goals <ul><li>Address two issues with current strategy (stigma, funding) </li></ul><ul><li>Ensure sustainability </li></ul><ul><li>Align with corporate strategy </li></ul>
    5. 6. Sustainability Short Term External VCT DART Peer Educators Grants to medical students Contributions to various funds Community programs Internal Long Term 15% Creative Solutions Strategic Partnerships
    6. 7. The Plan External Internal
    7. 10. The case study
    8. 13. The (RED) Campaign <ul><li>New (RED) line of diamonds </li></ul><ul><li>Sold in De Beers stores </li></ul><ul><li>Contribute 10% profit to The Global Fund </li></ul>
    9. 14. Strategic Harmony HIV/AIDS Strategy Exploration Demand Driven Strategy Marketing