Challenge :      A year ago working for a Mexican Pharmaceutical with the position of CFO , I made   several proposals to open new markets and also give more use to our rockstar   product : baby rash ointment .   I always got the same answer from my boss : “ please dedicate yourself to your   numbers and   leave merchandising and marketing to us because it is not your   specialty ” .   Today , in this course at first , I wanted to reinvent myself , but after the first lecture , I   changed my mind and decided to try to develop an improvement project for an   International Pharmaceutical Company Bayer , for their anti - chafing ointment .   Perform a line extension of the chafing ointment and turn the Bepanthen   brand into a franchise product .     Today Bayer manufactures 2 types of baby ointment :    1 .   Bepanthen , baby chafing ointment : formula that protects , moisturizes and 

 regenerates your skin from the first diaper change , and    2 .   Bepanthen ® Regenerating Skin Ointment , that accelerates the process of 

 skin regeneration . Auxiliary in wound healing , fissures and skin erosions . Relieves   burning and itching .     My proposal is to launch two more products ( same formula ) that will be :      1 . Bepanthen Sport , aimed at athletes , who like to do triathlons , run marathons ,   cycling , hiking , any type of exercise that causes chafing in the groin areas due to   contact frequent clothing and   2 . Bepanthen Tender ( Boost , The name is symbolic ) , created especially for   people of the 4th . age that due to their age or illness are forced to stay in bed for a   long time and this causes chafing and they do not like to use baby products .       Selection :     I will first use the storytelling method to explain it visually and ensure that we are   all in the same tune so that the proposed ideas are adapted to the project . And   also I conduct informal interviews ( Brainstorming ) , through zoom , with some of   my friends and colleagues who help answering 4 questions : ( 14 participants )   1 . Do you know Bepanthen ?   2 . Would you currently use it ?   3 . Would your grandfather use it ?   4 . In marathons , what do you use to avoid or prevent chafing ?     And when the quarantine ends Distribute samples in the 10 most representative   SportCities of Mexico City , Monterrey and Guadalajara , explaining the benefits of   the product . We wo n't get an answer right away , but we will get to our target   market and make it known . and see the acceptance of BSport , using the 

 Learning Launch ( It will be used theoretically , because right now it can not be   done due to the covid-19 )       Recap :    I am looking for : increase sales with performing a line extension and innovate new   markets with two new products with same formula .       Application : 

 a ) Storytelling 

 With this tool I illustrated the extensión line for Bepanthen :   1 . New packaging will be needed for both .   2 . The same distribution channels will be used and new ones will be added .   3 . We obtained the products that people who practice marathons and triathlons use   today : Petrolatum ( petrolatum ) , talc and vitacillin   4 . We increased our target market , with only two new packages , maybe including a   plus like aloe .   5 . Our target market will increase 

 b ) Informal Interviews ( Brainstorming ) 

 With the interviews I managed to get information about the people who usually run   marathons and they practice extreme sports like cycling , triathlon etc . and the   grandparents of my friends and colleagues ( group of 14 people ):   1 . Everyone remembers using Bepanthen when they had their children and they   used it in case of chafing or prevent it . Brand awareness .   2 . No one currently uses it .   3 . When I received the responses from the grandparents , I firmly believed in this   idea . They do n't like using baby products , they still feel useful and they do n't like   being treated like babies and using their products .   4 . What they actually use when they exercise ?   a ) Vitacilina : It is a topical cream that is used to treat small skin infections .   It should not be used for deep cuts or punctures , severe burns , serious infections   or untreated skin .   b ) Petrolatum : Derived from petroleum ; 

 - Facilitates wound healing .   - Hydration of the skin and lips : it is recommended to use it on the skin when   it is dry and to heal chapped lips .   - Calm skin reactions : such as itching or reddened areas . 

 - Softens hyperkeratosis or thickening of the outer layer of the skin . 

 c ) Talcum powder : 

 usually used as a remedy to relieve irritated skin , 

 In the answers we can see that people use products that are not ad - hoc to   PREVENT chafing , that it has never occurred to them to use a special product   because it is aimed at babies .   And on the other hand , the grandparents are uncomfortable using a baby product . 

 c ) Learning Launch : 

 1 . Distribute samples in the 10 most representative SportCities of Mexico City , 

 Monterrey and Guadalajara , explaining the benefits of the product . We wo n't   get an answer right away , but we will get to our target market and make it   known . and see the acceptance of BSport . 

 2 . We know that Bepanthen has a large market share , and as soon as the 

 quarantine is lifted and the marathons begin , it would be incredible to   sponsor the Mexico City marathon , ( depends on the marketing Budget )   so that our target market can use it , test it and verify that it is much more   effective , use an ointment to prevent chafing , which does not absorb or   move from the applied area and in the end , your marathon experience will   be much better . 

 NOTE : There are 80,000 registered races worldwide , including marathons ,   ultramarathons , half marathons , 10k , 5k , trails , vertical races , obstacle courses ...   and even races only for the female audience ( more than 400 worldwide ) and   600   triathlon .           Insight :     Using storytelling helps you to see the proposal in a global way , perhaps data is   missing such as increased cost of new packaging and a Marketing Plan , but it   gives you an overview of the project itself , . I loved this tool and it was very easy for   me to explain to my group , so that they understood what I wanted to do . Taking   into account that half of the group are mothers and do not work , and the rest are   professionals     Brainstorming , it is the best in the world , sadly because of the Covid-19 , I did not   manage to put together a group with different careers at different socio - economic   levels or sex , because I had to use my 14 friends to help me answering the   questions and giving me ideas for the project . Anyway , I managed to obtain very   accurate and important information for my project .     Learning Launch is not something I can do anytime soon due to quarantine , but I   do think it would be a significant test if the product is tested in specific places to   exercise , such as SportCity and the marathon , with striking packaging and aimed   at people who do extreme exercise ( which is also fashionable today to be fit ) .     People who exercise today do not use a product to prevent chafing , but instead   use products to heal the skin , which is not as effective .  	  Approach  	  In my next project I will continue using the storytelling tool , I consider that it makes   all the participants in tune with the same concept , project and what is needed .   In addition , Brainstorming is unmatched because you hear many ideas , from many   people with different jobs , specialties and really great ideas are generated . Here if I   would use a larger group of people , of both sexes and different specialties , this   would greatly improve my results .   And finally Learning Launch is very useful , but , I will decide to use it when I have   some other project in hand and depending on the stability of the environment , I will   make the decision to use it or not . 


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: Challenge :      A year ago working for a Mexican Pharmaceutical with the position of CFO , I made   several proposals to open new markets and also give more use to our rockstar   product : baby rash ointment .   I always got the same answer from my boss : “ please dedicate yourself to your   numbers and   leave merchandising and marketing to us because it is not your   specialty ” .   Today , in this course at first , I wanted to reinvent myself , but after the first lecture , I   changed my mind and decided to try to develop an improvement project for an   International Pharmaceutical Company Bayer , for their anti - chafing ointment .   Perform a line extension of the chafing ointment and turn the Bepanthen   brand into a franchise product .     Today Bayer manufactures 2 types of baby ointment :    1 .   Bepanthen , baby chafing ointment : formula that protects , moisturizes and 

 regenerates your skin from the first diaper change , and    2 .   Bepanthen ® Regenerating Skin Ointment , that accelerates the process of 

 skin regeneration . Auxiliary in wound healing , fissures and skin erosions . Relieves   burning and itching .     My proposal is to launch two more products ( same formula ) that will be :      1 . Bepanthen Sport , aimed at athletes , who like to do triathlons , run marathons ,   cycling , hiking , any type of exercise that causes chafing in the groin areas due to   contact frequent clothing and   2 . Bepanthen Tender ( Boost , The name is symbolic ) , created especially for   people of the 4th . age that due to their age or illness are forced to stay in bed for a   long time and this causes chafing and they do not like to use baby products .       Selection :     I will first use the storytelling method to explain it visually and ensure that we are   all in the same tune so that the proposed ideas are adapted to the project . And   also I conduct informal interviews ( Brainstorming ) , through zoom , with some of   my friends and colleagues who help answering 4 questions : ( 14 participants )   1 . Do you know Bepanthen ?   2 . Would you currently use it ?   3 . Would your grandfather use it ?   4 . In marathons , what do you use to avoid or prevent chafing ?     And when the quarantine ends Distribute samples in the 10 most representative   SportCities of Mexico City , Monterrey and Guadalajara , explaining the benefits of   the product . We wo n't get an answer right away , but we will get to our target   market and make it known . and see the acceptance of BSport , using the 

 Learning Launch ( It will be used theoretically , because right now it can not be   done due to the covid-19 )       Recap :    I am looking for : increase sales with performing a line extension and innovate new   markets with two new products with same formula .       Application : 

 a ) Storytelling 

 With this tool I illustrated the extensión line for Bepanthen :   1 . New packaging will be needed for both .   2 . The same distribution channels will be used and new ones will be added .   3 . We obtained the products that people who practice marathons and triathlons use   today : Petrolatum ( petrolatum ) , talc and vitacillin   4 . We increased our target market , with only two new packages , maybe including a   plus like aloe .   5 . Our target market will increase 

 b ) Informal Interviews ( Brainstorming ) 

 With the interviews I managed to get information about the people who usually run   marathons and they practice extreme sports like cycling , triathlon etc . and the   grandparents of my friends and colleagues ( group of 14 people ):   1 . Everyone remembers using Bepanthen when they had their children and they   used it in case of chafing or prevent it . Brand awareness .   2 . No one currently uses it .   3 . When I received the responses from the grandparents , I firmly believed in this   idea . They do n't like using baby products , they still feel useful and they do n't like   being treated like babies and using their products .   4 . What they actually use when they exercise ?   a ) Vitacilina : It is a topical cream that is used to treat small skin infections .   It should not be used for deep cuts or punctures , severe burns , serious infections   or untreated skin .   b ) Petrolatum : Derived from petroleum ; 

 - Facilitates wound healing .   - Hydration of the skin and lips : it is recommended to use it on the skin when   it is dry and to heal chapped lips .   - Calm skin reactions : such as itching or reddened areas . 

 - Softens hyperkeratosis or thickening of the outer layer of the skin . 

 c ) Talcum powder : 

 usually used as a remedy to relieve irritated skin , 

 In the answers we can see that people use products that are not ad - hoc to   PREVENT chafing , that it has never occurred to them to use a special product   because it is aimed at babies .   And on the other hand , the grandparents are uncomfortable using a baby product . 

 c ) Learning Launch : 

 1 . Distribute samples in the 10 most representative SportCities of Mexico City , 

 Monterrey and Guadalajara , explaining the benefits of the product . We wo n't   get an answer right away , but we will get to our target market and make it   known . and see the acceptance of BSport . 

 2 . We know that Bepanthen has a large market share , and as soon as the 

 quarantine is lifted and the marathons begin , it would be incredible to   sponsor the Mexico City marathon , ( depends on the marketing Budget )   so that our target market can use it , test it and verify that it is much more   effective , use an ointment to prevent chafing , which does not absorb or   move from the applied area and in the end , your marathon experience will   be much better . 

 NOTE : There are 80,000 registered races worldwide , including marathons ,   ultramarathons , half marathons , 10k , 5k , trails , vertical races , obstacle courses ...   and even races only for the female audience ( more than 400 worldwide ) and   600   triathlon .           Insight :     Using storytelling helps you to see the proposal in a global way , perhaps data is   missing such as increased cost of new packaging and a Marketing Plan , but it   gives you an overview of the project itself , . I loved this tool and it was very easy for   me to explain to my group , so that they understood what I wanted to do . Taking   into account that half of the group are mothers and do not work , and the rest are   professionals     Brainstorming , it is the best in the world , sadly because of the Covid-19 , I did not   manage to put together a group with different careers at different socio - economic   levels or sex , because I had to use my 14 friends to help me answering the   questions and giving me ideas for the project . Anyway , I managed to obtain very   accurate and important information for my project .     Learning Launch is not something I can do anytime soon due to quarantine , but I   do think it would be a significant test if the product is tested in specific places to   exercise , such as SportCity and the marathon , with striking packaging and aimed   at people who do extreme exercise ( which is also fashionable today to be fit ) .     People who exercise today do not use a product to prevent chafing , but instead   use products to heal the skin , which is not as effective .  	  Approach  	  In my next project I will continue using the storytelling tool , I consider that it makes   all the participants in tune with the same concept , project and what is needed .   In addition , Brainstorming is unmatched because you hear many ideas , from many   people with different jobs , specialties and really great ideas are generated . Here if I   would use a larger group of people , of both sexes and different specialties , this   would greatly improve my results .   And finally Learning Launch is very useful , but , I will decide to use it when I have   some other project in hand and depending on the stability of the environment , I will   make the decision to use it or not .
### Output: 