2. Design of the workshops
Weeks 1: Introduction
Weeks 2: Developing a product that would appeal to consumers
Weeks 3: Understand how you would source the materials sustainably using a
global supply chain
Weeks 4: Determine the logistics of how you would take your product to market
Weeks 5: Use a blue ocean approach to take your product to untapped market place
Weeks 6: Determine how you would price your product
Weeks 7: Develop a communication plan for your product
Weeks 8: Bringing the strategy together
Weeks 9: Presenting to the panel
Weeks 10: De-brief and peer to peer feedback
Assessment:
Judges Panel
2
3. Industry Studies 1
Make, Take and Sell Challenge:
An Introduction
Topic Number: 1
4. Learning outcomes for these workshops
• Compliment the learnings in the Industry Studies
lectures by putting theory into practise
• Help you understand the different aspects that are
involved with creating, delivering and selling a new
product in a global marketplace
• Practical guide to working in the consumer goods
industry that you can hang your hand on (the goods
and the bads)
• Put your creativity to the test by getting you
develop an end to end product strategy and present
it to an expert panel
5. Key topics for the workshop
1. Making a viable product
Help you to think about how to
develop a compelling product
that would suit your consumers
2. Navigating logistics to
take it to make
Developing an understanding of
the logistical challenges faced by
the consumer goods industry
3. Determine how best to
sell the product in market
Get you thinking about how you
will speak to your customers
6. The Challenge
The make, take and sell challenge puts
you in the driving seat to develop,
distribute and sell an innovative
consumer goods product in a sustainable
way.
Your task is to initially come up with a
product idea in groups that resonates
with your target audience. Thereafter,
explain the manufacturing process
including how you will resource the
materials, where and how you will put
them together.
Once the product is developed you are
required to transport it to a number of
locations. You will need to determine the
supply chain and how you will overcome
cross border barriers.
Finally, you will need to develop a plan to
sell your product in the new market.
7. Want to know what its like to be a…
CEO
CMO COO
…at the same time? Here’s your chance!
8. You can develop something that will really
make a difference…
9. Thinking differently to solve BIG problems
View video: https://www.youtube.com/watch?v=lUtnas5ScSE
13. What is your vision?
I started my first business,
Student magazine, to give young
people in the 1960s a voice on
the key issues of the day. Looking
back, our goals certainly changed
and expanded over time, but
there was a key element that was
common to all of those
enterprises: They were created to
enhance people’s lives. Our
strategy varied in most instances
- by offering better prices,
improved products, great service
or by raising awareness of key
issues -- but ultimately our
businesses were bound together
by this common purpose.
19. Innovation happens at every point in the value
chain
Today’s leading real-world
retailer, Wal-Mart,
uses software to power
its logistics and
distribution capabilities,
which it has used to
crush its competition
Marc Andressen
20. Considering your entry strategy; is first mover
advantage important?
If its not first mover what is it?
21. How will to enter a market that may be
unknown to you…
Export
Joint
Venture
Wholly owned
subsidiary
Consider the pros and cons of each strategy
22. Kraft taking over Cadburys; lets here from the
CEO Rosenfeld
View video: https://www.youtube.com/watch?v=aT_5DQIksDo
27. 4 killer questions
Who to sell to?
How do you let
them know?
Where to reach
them?
When is the
optimal time to
reach them?
1 2
3 4
28. Identifying your core target audience
Ask yourself 5 killer questions…
Who are they? What they do?
How do they think and
feel?
Who influences them? How they connect?
29. Creating a stand out communication
View video: https://www.youtube.com/watch?v=kOjNcZvwjxI
30. Reaching your target audience… to
Set up shop
Or
Use someone
else’s shop
…consider the pros and cons
34. * For our next session
1. Organise yourselves into groups of 4 or 5
2. Based on todays workshop determine the product and market that you
would like to work with over the coming weeks
Ask yourselves:
What is the untapped opportunity for the product in the
market we are choosing?
How will we deliver an exceptional customer experience?
How will we test our concept?
Each group will have 5 minutes to present back their idea in the next
session where they will get feedback from the other groups
35. Appendix – Sources for illustrations
Slide 6:
www.rayklu.com
Slide 7:
www.unilever.com
Slide 11 and 12
www.paularden.com
Slide 13:
www.virgingroup.com
Slide 15 and 16:
www.researchworks.com
Slide 17:
Henry Hoover and Dyson websites
Slide 20:
www.wikipedia.org
Slide 21
www.ocbc.com
Slide 24:
www.russellwhite.com
Slide 31:
www.smartinsights.com
Slide 32:
www.damano.com
