Reflection – Learning Launch 

 Challenge 

 My consulting firm has been approached by a local alcohol beverage producer to help expand   internationally . Their leading brand , aromatized wine , enjoys double digit growth on the   domestic market , successfully defends its market position versus international competition and   is market leader with a substantial margin to the next in same category . Having all local sales   and customer data available necessary to make a well - founded decision , the company needed   a confirmation of the decision on starting its expansion on the largest market . The market was   not developed in the category , no substantial investments in promotion and advertising , low   brand awareness , premium pricing level , two brands and none with clear leading position ;   limited distribution , high seasonality . The actual challenge was to replicate the domestic   success and ensure a profitable operation already in year one . 

 Selection 

 We have decided for this process to try the Learning Launch Tool . With this tool we wanted to   test customer data available projected on a new market in 4D ( 3D is data and experience   available projected to new market conditions = 4D ) . 

 Application 

 We have defined three categories to learn from : consumers & customers ; promotion and   operations . From consumers we wanted to know how they will perceive the new product in   terms of taste , preference to existing products , will this lead to increased consumption vs. other   categories of alcoholic beverages and price acceptance level , especially in HORECA segment .   Will the established promotional approach motivate consumption , do we need to include new   channels and tools , and will the allocated budget be sufficient . Does local distributors have the   desired capabilities to support planned operation and is this financially attractive to them ?   For   the first two categories learning came from small scale focus groups of consumers and non –   consumers , as well . We tested our assumptions in several workshops in separate and combined   groups of consumers . In limited number of HORECA outlets we challenged our assumptions   towards listing , pricing & margin suggested , expectations on promotional activities . In the third   category , we conducted on site interviews to learn their capabilities and category fit for our   product . 

 Insights 

 Using the tool helped us identify areas to focus on and readjust our perception of the new   market . Results were very promising from consumer side and adjustment on the supply side   needed to be planned as soon as possible . Promotional efforts were not seen as sufficient for   the market especially for a challenger brand , booth in channels and tools planned , and budget   available . With insights on consumer acceptance further testing on side of the distributors   needed to be conducted to select best suited company as partner making the product available   in channels planned and in quantities desired . This insights will also help the distributor   calculate their own profit margin from the whole operation increasing our chances of signing 

 the best distribution partner .   Also , insights suggested to test acceptance of product margin with   retail and HORECA segment on a larger scale and in several regions . 

 Approach 

 International expansion is a primary focus of the company . Although we went through the   process only once so far , The Learning Launch Tool proved to be essential for receiving actual   insights helping uncover weak spots in the strategy planned . Following successful introduction   on the largest market , based on presumptions adjusted , further markets expansions will be   approached using the same tool . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection – Learning Launch 

 Challenge 

 My consulting firm has been approached by a local alcohol beverage producer to help expand   internationally . Their leading brand , aromatized wine , enjoys double digit growth on the   domestic market , successfully defends its market position versus international competition and   is market leader with a substantial margin to the next in same category . Having all local sales   and customer data available necessary to make a well - founded decision , the company needed   a confirmation of the decision on starting its expansion on the largest market . The market was   not developed in the category , no substantial investments in promotion and advertising , low   brand awareness , premium pricing level , two brands and none with clear leading position ;   limited distribution , high seasonality . The actual challenge was to replicate the domestic   success and ensure a profitable operation already in year one . 

 Selection 

 We have decided for this process to try the Learning Launch Tool . With this tool we wanted to   test customer data available projected on a new market in 4D ( 3D is data and experience   available projected to new market conditions = 4D ) . 

 Application 

 We have defined three categories to learn from : consumers & customers ; promotion and   operations . From consumers we wanted to know how they will perceive the new product in   terms of taste , preference to existing products , will this lead to increased consumption vs. other   categories of alcoholic beverages and price acceptance level , especially in HORECA segment .   Will the established promotional approach motivate consumption , do we need to include new   channels and tools , and will the allocated budget be sufficient . Does local distributors have the   desired capabilities to support planned operation and is this financially attractive to them ?   For   the first two categories learning came from small scale focus groups of consumers and non –   consumers , as well . We tested our assumptions in several workshops in separate and combined   groups of consumers . In limited number of HORECA outlets we challenged our assumptions   towards listing , pricing & margin suggested , expectations on promotional activities . In the third   category , we conducted on site interviews to learn their capabilities and category fit for our   product . 

 Insights 

 Using the tool helped us identify areas to focus on and readjust our perception of the new   market . Results were very promising from consumer side and adjustment on the supply side   needed to be planned as soon as possible . Promotional efforts were not seen as sufficient for   the market especially for a challenger brand , booth in channels and tools planned , and budget   available . With insights on consumer acceptance further testing on side of the distributors   needed to be conducted to select best suited company as partner making the product available   in channels planned and in quantities desired . This insights will also help the distributor   calculate their own profit margin from the whole operation increasing our chances of signing 

 the best distribution partner .   Also , insights suggested to test acceptance of product margin with   retail and HORECA segment on a larger scale and in several regions . 

 Approach 

 International expansion is a primary focus of the company . Although we went through the   process only once so far , The Learning Launch Tool proved to be essential for receiving actual   insights helping uncover weak spots in the strategy planned . Following successful introduction   on the largest market , based on presumptions adjusted , further markets expansions will be   approached using the same tool .
### Output: 