Reflection – Learning Launch 

 Challenge 

 I was working as an intern in the marketing department for a major FMCG company in India . The   brand I was working for was a premium biscuit brand , which was also the 2nd largest brand in terms   of Value . The task was to make this brand the biggest in India . To do that we had to beat a rival   biscuit brand , competing in the value/ low cost biscuit category . The gap over the years had reduced   and come down to INR 32 Cr ( Thirty - two crores Indian Rupees ) per month and this remaining gap   had to be reduced further by the end of the financial year . To do this , we analysed the monthly sales   across India and got to know two States where the biscuit consumption was the highest , including   the sales of the rival brand , but our sales were below the national average . So we devised a   marketing campaign to increase the sales in those two states . 

 After have used various design thinking concepts , including Secondary reseach , empathising with   distributors , retailers and consumers in those two states through In depth interviews , Focus group   discussions , shadowing them and ethnographic studies , we got to know that the distribution was   very poor in those areas , and the consumer were used to the taste of the rival brand . They also   thought the rival company to be an age - old company , and ours to be new , when in reality ours is a   100 year old one . The campaign therefore had to be two pronged ; It had to make consumers try the   biscuit , and the distribution of the biscuit had also to be increased so that they are available near   consumers . This meant the task was to be a joint effort of both sales and the marketing team . 

 Further , through FGDs we reached at two broad insights on which the communication plank had to   be created namely ; 

 1 . Our brand is special and can be served to guest who come home . While the other brand is 

 for regular day - to - day eating 

 2 . Our brand is rich as it contains cashew and butter 

 The task at hand therefore was to check which one works . 

 Selection 

 Since we are now at a stage where we have to check the feasibility of the two insights , we tried   using the launch tool . The launch tool , is a quick experiment done within a limited time frame and a   small group of people to check the feasibility of the idea and to decide which one to continue with . 

 Application 

 So , for this purpose , we chose two similar villages , identical in size and consumer taste , in the state   where we want the sales to go up . We came up with mock creatives for both ideas . They also   included message that our company was a 100 year old one and that the biscuits are also available in   small packs . The creatives were basically shown through posters and wall paintings in the respective   villages for two weeks . We then measured the sales at nearby retail outlets after the week of test   and compared it to the sales before the test . 

 Insight 

 After doing this we got to know that the sales for both the messages went up , but not by equal   amounts . The first insight , where our brand could be used for serving guests showed better results   than the rich one . This also confirms India ’s age old belief in ‘ Atithi Devo Bhavah ’ , which means   treating guests like gods . To confirm this result , we inversed the messages in the two villages and 

 asked the villagers which message they liked the most . The second message was good , but we   obviously went ahead with the first one . 

 Approach 

 From my experience , I found this tool very useful and the outcomes were positive . Not only were we   able to identify which message was better , we also got to know a few hurdles in distribution that   might happen , and which needed to be ironed out . Had we conducted FGDs for the same , we might   have gotten to know which message works , but a small test showed us that the entire campaign   gives positive results . This was the extent to my internship in the company , so I was not present for   the state - wide launch . But given the promises the campaign showed , I am pretty confident that the   project was a success . 


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 

 I was working as an intern in the marketing department for a major FMCG company in India . The   brand I was working for was a premium biscuit brand , which was also the 2nd largest brand in terms   of Value . The task was to make this brand the biggest in India . To do that we had to beat a rival   biscuit brand , competing in the value/ low cost biscuit category . The gap over the years had reduced   and come down to INR 32 Cr ( Thirty - two crores Indian Rupees ) per month and this remaining gap   had to be reduced further by the end of the financial year . To do this , we analysed the monthly sales   across India and got to know two States where the biscuit consumption was the highest , including   the sales of the rival brand , but our sales were below the national average . So we devised a   marketing campaign to increase the sales in those two states . 

 After have used various design thinking concepts , including Secondary reseach , empathising with   distributors , retailers and consumers in those two states through In depth interviews , Focus group   discussions , shadowing them and ethnographic studies , we got to know that the distribution was   very poor in those areas , and the consumer were used to the taste of the rival brand . They also   thought the rival company to be an age - old company , and ours to be new , when in reality ours is a   100 year old one . The campaign therefore had to be two pronged ; It had to make consumers try the   biscuit , and the distribution of the biscuit had also to be increased so that they are available near   consumers . This meant the task was to be a joint effort of both sales and the marketing team . 

 Further , through FGDs we reached at two broad insights on which the communication plank had to   be created namely ; 

 1 . Our brand is special and can be served to guest who come home . While the other brand is 

 for regular day - to - day eating 

 2 . Our brand is rich as it contains cashew and butter 

 The task at hand therefore was to check which one works . 

 Selection 

 Since we are now at a stage where we have to check the feasibility of the two insights , we tried   using the launch tool . The launch tool , is a quick experiment done within a limited time frame and a   small group of people to check the feasibility of the idea and to decide which one to continue with . 

 Application 

 So , for this purpose , we chose two similar villages , identical in size and consumer taste , in the state   where we want the sales to go up . We came up with mock creatives for both ideas . They also   included message that our company was a 100 year old one and that the biscuits are also available in   small packs . The creatives were basically shown through posters and wall paintings in the respective   villages for two weeks . We then measured the sales at nearby retail outlets after the week of test   and compared it to the sales before the test . 

 Insight 

 After doing this we got to know that the sales for both the messages went up , but not by equal   amounts . The first insight , where our brand could be used for serving guests showed better results   than the rich one . This also confirms India ’s age old belief in ‘ Atithi Devo Bhavah ’ , which means   treating guests like gods . To confirm this result , we inversed the messages in the two villages and 

 asked the villagers which message they liked the most . The second message was good , but we   obviously went ahead with the first one . 

 Approach 

 From my experience , I found this tool very useful and the outcomes were positive . Not only were we   able to identify which message was better , we also got to know a few hurdles in distribution that   might happen , and which needed to be ironed out . Had we conducted FGDs for the same , we might   have gotten to know which message works , but a small test showed us that the entire campaign   gives positive results . This was the extent to my internship in the company , so I was not present for   the state - wide launch . But given the promises the campaign showed , I am pretty confident that the   project was a success .
### Output: 