1. SDP iGCDP #2
Product Understanding & Product Packaging
Market Research & Segmentation

2. Agenda
1. Product Understanding and Product
Packaging
2. Market Research and Segmentation

3. What happens
We sell things we don`t know
for people that don’t need it

4. Product
understanding
&
Market research

5. Product Understanding and
Product Packaging
1. Definitions
2. iGCDP Sub-product evolution
Product Packaging based on sub-product
3. Value propositions
4. Minimum cost
5. Successful product packaging

6. survey analyzes
0
5
10
15
20
25
30
Product
Knowledge
Market
Knowledge
Cold Call
Meeting
Follow Up
Negotiation
Customer
Relationship
Management
Upscaling
Poor
Below Average
Above Average
Excellent
Poor Below Average Above Average Excellent
6% 28% 60% 6%

7. Product Understanding and
Product Packaging
1. Definitions

8. What is sales?
The exchange of goods or services for an amount of
money or its equivalent

9. Product
Something produced by human or
mechanical effort or by a natural
process

10. Product Understanding and
Product Packaging
2. iGCDP Sub-product
evolution
Product Packaging based
on sub-product

11. How many:
• master
•sub- issues
do we have?

12. 11 master issues
45 sub issues
iGCDP sub-product

13. Why issue segmentation strategy is
helpful
Source and direction of
growth
Faster matching
Better customer experience
Aligned business intelligence
Stonger showcasing and
marketing
Competitive Advantage

14. Is every issue relevant for
Indonesia?

15. Maybe not

16. Currently we focusing for 6 master
issues:
1. Culture understanding
2. Literacy
3. Health and lifestyle
4. Environment
5. Economic growth
6. Career development

17. Cultural understanding
Info-
sessions/workshop
s/events
Global Village
Learning about
Indonesia culture
Visiting historical
place in Indonesia
Share about
internship
experience in
“culture shock”
website

18. Literacy
Teaching to
unfortunate people
Info-sessions/
workshops/events
Share about
internship experience
through social
media/blog

19. Health and lifestyle
Seminar about
health and
lifestyle issue
Visiting patients
Info-sessions/
workshops/events
Share about
internship
experience
through social
media/blog

20. Environment
Event about
preventive actions
Events to increase
awareness of
environmental
issues
Competition and
exhibition
Share about
internship
experience through
social media/blog

21. Economic growth
SME visit
Info-sessions/
workshops/events
Business plan
competition
Share about
internship
experience
through social
media/blog

22. Career development
Info-sessions/
workshops/events
Share about
internship
experience through
social media/blog

23. Who knows concrete direct
impact of internships we
organize?

24. Social Impact
Model
Analyze
current
reality of
Indonesia
How we
measure
whether
we
succeed
or not
How we will
measure our
strategies
Clear outcome we
want to see
after project
Description of
how the project
works
 Connection of
activities with
mission
 Groups involved
 Evaluation
 Costs and
Revenues
What should
we do, our
strategies
 Short-term results
 Measures the
capacity to
implement the plan
 Shows the progress
of activities
1
7
4
2
5
3
7

25. 1. Social program
definition
(example of national health and lifestyle project)

29. Cardiovascular disease

32. Male smoking

33. Social Problem Definition
• Heart
• Lung
• Overweight/Nutritional deficiencies
Caused by:
• Smoking
• Lack of physical activity
• Wrong food consumption
Example of
Health & lifestyle
project

34. Mission
In the next 6 years from (2014 to 2020):
• Lung and heart disease is not the first
reason of death
• In each city community of people that will
live healthy lifestyle increased for 50 %

35. # info sessions at schools, universities
# of students changed their behavior
(stopped smoking, start to eat healthy
food, start to do physical activities)
# of people increasing time to walk
each day
-complain against smoking
-changing food in canteen of schools
- organized yearly event against
smoking
•info sessions at schools
•holding events that helps to
increase awareness of issue
(running competition, GV, 24
hours without smoking)
•cooperation with other NGO,
companies
•creating information recourse
center about healthy lifestyle
•decreasing amount of youth
that is smoking
•people eat proper food
•people do physical activities
Impact strategies Economic indicators
•decreasing level of tobacco
smoking for male from 61 to 30%
•20% more people start to eat
healthy food
•20% more people do physical
activities
Operating model Organizational and Program indicators

36. Vision of success
Podio Project
report

37. Project brand refreshment HERE

38. Product Understanding and
Product Packaging
4. Value proposition
(will be shown later)

39. Product Understanding and
Product Packaging
4. Minimum cost

40. Minimum cost

41. Product Understanding and
Product Packaging
5. Successful product
packaging

42. Five Factors for Successful
Product Packaging
Not losing
sight of the
target
consumer
Consistent
brand image
Keep it
practical
Don’t forget
cost
Keep the
product’s
function in
mind

43. Five Factors for Successful
Product Packaging
-Partner profile
(issue, values)
-student age
-AIESEC brand standards
-Issues
-Names of products
(Youth Ambassador
Program, project name)
-Use collected referrals
Insure KPI for the
JD
(for ex English
test, questioner)
Acceptable budget
for partner
Remember
value of GCDP
(we are not HR
solution)

45. Market Research and Segmentation
1. What is market research
2. Product-customer flow and understanding
of the SnD
3. Common Market Research Mistakes

46. survey analyzes
0
5
10
15
20
25
30
Product
Knowledge
Market
Knowledge
Cold Call
Meeting
Follow Up
Negotiation
Customer
Relationship
Management
Upscaling
Poor
Below Average
Above Average
Excellent
Poor Below Average Above Average Excellent
5% 46% 47% 2%

47. Market Research and
Segmentation
1. What is market research

48. What Market Research IS NOT:
1. Brain Storming, sensing
2.Only get contacts

49. What Market Research IS:
1. Market Analysis Report to understand their
clients and market
2. Reform our sales proposal to better present
our product
3. Indentify the approach channel and key
targets

50. Market Research and
Segmentation
2. Product-customer flow and
understanding of the SnD

51. 1 2 3 4
UNDERSTAND
--------
FOCUS
CUSTOMIZE
ATTRACT
--------
CONVERT
--------
CLOSE
DELIGHT
--------------------------
SHOWCASE
PRODUCT-CUSTOMER FLOW
PRODUCT EVOLUTION CUSTOMER FLOW

52. UNDERSTAND
--------
FOCUS
PRODUCT-CUSTOMER
FLOW
PRODUCT EVOLUTION
Analyzes Internal
Supply and Demand
1
Analyzes External
Supply and Demand
Choose your
focus

53. Analyzes External
Supply and Demand
Youth surveys
Social Issues trending on media
General Economic Report by
Government or consulting groups
Companies interested in CSR
Growth in NGO’s/ Social Businesses

54. 1. Search Engine(google)
2. Social Network and online promotion-
Linkedin
3. Business and Social Newspaper and
Website
4.Event and Forum
5. NGO, schools, orphanage website
6. Deep talk with our supporters -alumni,
partners, school professors etc.
Information Channels

55. • http://www.bps.go.id/eng/index.php
National Indonesian statistic site
• http://unstats.un.org/unsd/default.htm
United Nations website
• http://www.who.int/en/
World Health organization
• http://earthobservatory.nasa.gov/
Earth observatory

56. • http://www.id.undp.org/indonesia/en/home.html
United Nations Development program in
Indonesia
• http://hdr.undp.org/en/countries/country_fact_sheets/
cty_fs_IDN.html
Human Development Report
• http://mdgs.un.org/unsd/mdg/Default.aspx
MDG report form UN
• http://www.unicef.org/
UNICEF

57. Analyzes
Internal
Supply and
Demand
Customer profile data
Customer feedback
Previous realizations according to
issues (countries)
LC Goals for the 13-14 according to
issues (countries)

58. http://www.myaiesec.net/
Customer profile data

59. Customer feedback
https://www.cg-express.com/an/login.php

60. http://www.myaiesec.net/content/viewfile.d
o?contentid=10279774
Previous realizations according
to issues (countries)

61. Choose your
focus
Market: NGO, school,
orphanage etc

62. Product Understanding and
Product Packaging
Value propositions

63. 1 2 3 4
UNDERSTAND
--------
FOCUS CUSTOMIZE
ATTRACT
--------
CONVERT
--------
CLOSE
DELIGHT
-------------------------
-
SHOWCASE
PRODUCT FLOW
PRODUCT EVOLUTION CUSTOMER FLOW
1. Value
Proposition
2. Product
Evolution

64. Product
adaptation
is needed
Issues

65. Product
evolution
is needed
Ad hoc

66. Ad hoc
•Providing constant impact through year
•Financial sustainability
• Giving specific education needed for
institutions
National
projects
Local
projects
•Long term impact to society
•Easier to sale to partners (companies)
•IR
• Giving direct impact on specific issues in
city
Product Value

67. Channel Value
Sales •Bringing international
environment
•Introducing foreign culture
•Providing simple education
for children
•Building global mindset of
children
Ad hoc Target: Orphanage

68. Channel Message
Sales •Bringing international environment
•Introducing foreign culture
•Encourage students to be confident in
speaking English
•Building importance of learning
language
•Building global mindset of students
Ad hoc Target: School

69. Channel Message
Sales,
Events on
specific
topic of
issue,
Alumna
•Bringing international environment
•Introducing foreign culture
•Giving perspective about specific issue
from intern`s home country
•Encourage people in NGO to be confident
in speaking English
•Building importance of learning language
•Building global mindset for people in the
NGO
Ad hoc Target: NGO

70. Career development + Literacy
issue
Basic JD
•give education about soft
skills, leadership and
professional orientation for
children. For unfortunate
children intern will hold also
sessions about how to
manage money and find
scholarships to cover expanse
of education.
•organize donation of books,
events of fundraising in
order to allocate collected
resources to education tools
for children.
• share his/her learning and
experience about career
development issue in
Indonesia through social
media/blog.
Ad hoc
•Increasing % of people that don`t
continue to receive full education
(until university)
•Provide curricular solutions to the
current educational, teach foreign
language, basic financial education.
•Provide career opportunities
information for youth.
Market value
• Increase direct impact to
society by providing new
relevant product to the
market
• Easier to sell (product
package)
Organizational
value
• More attractive JD for interns
• Interns will have clear
understanding of value and
impact they can provide
Individual value

71. Market Research and
Segmentation
3. Common Market Research
Mistakes

72. Common Market Research
Mistakes
Using only secondary
research (published
work) of others
Using only web
resources
Surveying only the
people you know
Not identified
specific needs of
specific potential
partners

73. Let`s recap
Product
Understanding
and Product
Packaging
Market
Research and
Segmentation

74. How ambitious are you?
1. Define between
people of function:
a) sub product to
focus (project, ad
hoc)
b) market (NGO,
orphanage, school)
2. Set personal
target for calls,
meetings, follow
up meetings
3. Create list of
potential TN
takers for each of
market (NGO,
orphanage, school)
4. Submit
your goals
by 15th Jan
Be present on
next meeting
“Calls”