EY x CISSA Case Competition 2017 Top 7 Finalists

1. 2017: The 30th Year,
iJeannie
By GoDigits 2017

2. Agenda
Understand Jennie’s Needs
Digital Presence
Digital Marketing
App Online Phases (I-III) with Cost Estimates
Key Metrics
Team CV

3. UNDERSTAND JEANNIE’s Needs
▶ Brand Image
Jeannie is a time-honored
clothing business with good
public praise. It has
long-standing relationships
with its customers through
offering high cost-effective
tailored services and
products.
▶ Brand Identity
Local craftsmanship
High quality and service
Affordable customisation
▶ Core Competency
Jeannie provides
high-quality personal
tailored jeans with
affordable price and
excellent corresponding
services for customers.
▶ Brand Positioning
Specialised brands feature
high quality offerings and
promote a unique and
committed life style while
FMCG brands and online
shops provide fast, diverse
and trendy options.
Although with affordable
customisation, Jeannie is far
less competitive as timeliness
become an important issue for
customers.
▶ Market Segmentation
The current target market: 13-30
year-old young man and women
▶ Current Issues
● Short life cycle of
peak sales (seasonal)
● Long Wait-time from
customer review
▶ Why customers
leave?
“Fashion pursuers” prefer a
timely way to shop while
“Pragmatists” might think
the extra time spent
unnecessary (Travel to
Fitzroy and wait 20-30 mins)
“Fashion pursuers” have
enough options online while
“Pragmatists” find online
shopping far more
convenient.
▶ Why customers stay?
“Quality-seeking
Nostalgists” would stick to
the brand because of High
quality customisation
The launch of the digital presence and the marketing strategies are to maintain loyal
customers, stop customer churn, and obtain new customers.
“Quality-s
eeking
Nostalgists
”
“Fashion
pursuers”
“Pragmatist
s”
Benefit
sought
High quality
and time
featured
jeans,
customer
services
Easily
obtained
trendy
styles
Durable and
functional
jeans,
obtained
timely
Purpose Daily wear Fashion
items
Workwear
Purchase
Frequenc
y
Low High Moderate
Brand
Loyalty
High Low Low
Brands
serving
currently
Specialise
d brands,
Jeannie
FMCG
brands,
online
shops
Specialised
brands,
online shops

4. DIGITAL PRESENCE - iJeannie
Why Mobile App?
• Australian Smartphone Penetration rate It is higher than the global average of 81 per cent.
• Younger Mobile Consumers 94 per cent of mobile consumers aged 18-24 have a smartphone. While Jennie’s
target customer group age: 13-30.
• Smartphone Potential Even for those who don’t have a smartphone now, need to buy one as 2G will be
phased out in Australia by the end of 2017.

5. MARKETING STRATEGY: “Happy 30th Birthday, Jeannie”Campaign
Overall Message
iJeannie is an anniversary gift for customers, which would improve both the efficiency and diversity of
customisation, and thus offer even better customer service.
Arouse customer’s
emotional resonance
of the brand
Maximize exposure of
the App among loyal
customers
Boost the App traffic
(new customers and
more users)
Foster loyal users of
the App: customers
get used to and enjoy
the APP
Improve
communication
between the brand
and its customers
1. New slogan communicating
the new brand identity on the
brand’s 30th anniversary: “The
30th year, iJeannie”
2. Social media campaign I
“Jeannie’s 30 years with you”:
customer stories sharing
3. Gift pack
1. Social media campaign II
“Jeannie’s 30s: Digital
Customisation”: Viral video
2. KOL word of mouth
1. In-app incentives: pop-up survey
with prizes
2. Establish in-app online
community: encourage users to
share their insights. The brand would
join the discussion with users as well.
GOALS TACTICS

6. PHRASE I : BETTER SERVICE TO “LOYAL”
Maintain existing customers by enhancing their shopping experience with Jeannie.
Day 1 | 7 | 13 | 19 | 25 | 31 | 37 | 43 | 49 …...| 107
Marketing
Activities
● Social Media Account Login
● Categorize the purchasing
process in four modules:
measurement, style selection,
material selection, payment.
● Customers can select the suitable
module to start based on their
needs.
● A visible tailor calendar allows the
pre-booking from customers.
● Popup surveys window for the
feedback collection purpose
App Functions
• $40,000 for
multi-platform App
(see details in backup
slides)
• $ 500 training
Part-time staff $4000
Event $1000
Giftpack $500
$46,000
Cost Estimates
Style Measure Material Payment
Selection Selection

7. PHRASE II : WIN “THEM” BACK
Focus on previous customers who haven’t purchased our Jeans for more than 0.5 year.
• Upgrade the app based
on gathered feedback
and reviews;
• 3D self-measurement
Data Visualized by tailor
• Friend Reference Code
• Implement small data
analysis function.
App Functions
Marketing Activities
$2000 social media campaign
$3000 reference coupon
$20,000 App
$ 500 training $25,500
Cost Estimates
7s Body measurement at
mPort - Emporium Melbourne
Training

8. PHRASE III : LET “MORE” KNOW
Expand new market, be more influential in the fashion industry, attract more
customers who live far away, and extent the target age group as the number of
smartphone users are growing.
● A build-in online
community for sharing
and discussion.
● Self-Design jeans
based on provided
models.
● Data Analysis Report
Function
App Functions
KOL $3000
Open day $0
Community $2000
$15,000 App
$ 500 training
$20,500
Cost Estimates
Marketing
Activities
Total Cost = $10,000 = 2000 pieces of Jeans

9. PIC1
KEY METRICS - Continuous Development
★ Propose start at 2017 4Q, achieve a new peak in next year’s peak season
Phase I
• Monthly Customer Satisfaction
Rate 99%
• Cycle time Reduction
(Selection time + Wait time)
Phase II
• Sales Order Volume- 20%
growth rate
• Returned Customer Rate
expected 10% increase on
• App User Register Number
growth rate
Phase III
• New User Growth Rate - 20%
• Revenue Growth Rate - 20%

10. Joycelyn Jiang - Project Manager
With sufficient knowledge and experience,
Joycelyn is competent in project management,
especially rigorous in overall budgeting and
scheduling.
Urica Fan - Senior Consultant
Urica has rich industrial experience in agile and
operation management, especially specialising in
the Lean Six Sigma methodology.
Cherrie Wu - Senior Consultant
The mixed background of commerce and
information systems features Cherrie’s
competence in marketing strategies and business
analytics.
GO DIGITS TEAM
Thank you!
Q&A session

11. Thanks
App Quotation https://www.otreva.com/calculator/#
Appendix

12. Risk Analysis Table
Appendix
Risk Possible cause Level of risk Treatment Key indicator
Insufficient production
capacity in peak
seasons
- Understaffed
- Demand over supply
High
(likelihood:likely
consequence:major)
Mitigate: personnel
recruitment/work
efficiency enhancement
No. of orders
Employees' resistance
to change
- Received ineffective
change messages
- Lack of IT abilities
Medium
(likelihood:possible
consequence:moderate)
Mitigate: persuasive
communication/IT
training programs
Staff attitude
Unable to meet
deadline
- Requirements
change
- Existence of
communication gaps
Medium
(likelihood: possible
consequence:moderate)
Mitigate: regular based
meetings
Rate of progress

13. Appendix
Detailed Marketing Activities
Goals Tactics Channels
O
B
J
E
C
T
I
V
E
S
1) Maximize
awareness of the APP
1.Arouse customer’s
emotional resonance of
the brand
2. Maximize exposure of
the App among loyal
customers
1. New slogan communicating the new brand identity on the brand’s 30th
anniversary: “The 30th year, iJeannie”
2. Social media campaign “Jeannie’s 30 years with you”: an online campaign
encouraging customers to share their stories with Jeannie to win “the 30th
Anniversary gift - iJeannie”. Gift pack: little handcrafted denim artware, app-based
gift card for next purchase, app-based coupon code for inviting new customers
3. Special gift pack would be given away as well if customers download the app
and sign-in in the store after purchase.
In store and online:
targeting frequent
and loyal customers
(“Quality-seeking
Nostalgist”)
2) Differentiate Jeannie
with “Digitised
Customisation” as a
competitive
advantage
Boost the App traffic
(new customers and
more users)
Social media campaign “Jeannie’s 30s: Digitised Customisation”
1. A viral video themed Jeannie’s radical and unique revolution on customisation
released in social media, encouraging people to repost and download the App.
2. KOL word of mouth: invite online KOL influential among youngsters to trial 3D
measurements, design their own jeans on the App, and pick up the jeans.
Online: targeting
“Fashion Pursuers”
and “Pragmatists”
3) Integrate the digital
presence into the
current brand image
1. Foster loyal users of
the App: customers get
used to and enjoy the
APP
2. Improve
communication
between the brand and
its customers
1. In-app incentives: pop-out survey (aiming to know more about customer’s
opinions and preference) with prizes ranging from discount code to a free
customised jean.
2. Establish in-app online community, encourage users to share their insights on
designing their own jeans, choosing fabric, and etc.. The brand would join the
discussion with users as well.
Online: targeting
users of the app.

14. Go Digits Project Team Structure
Appendix
Project Manager
(Manager)
Business Analyst
(Consultant)
Marketing Lead
(Senior Consultant)
Design Lead
(Senior Consultant)
Risk Analyst
(Consultant)
Jeannie Team Structure
Joan Kelly
CEO
Tailor Lead HR Lead