C1 - Internal use 

 Mind Mapping 

 By : Blanca Villa 

 Challenge & Selection : 

 As part of a marketing team that is involve in the innovation process of new products for a makeup   brand we have the challenge to recognize our consumer but also to have the ability to segment   them by specific target groups to effectively respond to their needs , taking into account that we   have a high channel distribution and sometimes manage and create new product for our portfolio   is difficult because we do n’t have a clear overview of our specific consumer or persona for each   product . 

 To solve this and to have answers of the personas profiles that we might take into account in the   design process of new products and for our go to market strategy , I ’ve selected the mind mapping   tool , that let us find patterns and insights through journey , ethnography profile , data and   visualization . For the exercise we made some focus group with customers that share some   socioeconomic characteristics and make some interviews based on a journey that was required   prior to the session , this to learn from each other experiences but also to have a process of   discover about their needs in terms of makeup products based on their routine , learn more about   what are they looking for in the makeup market and found out key elements to solve our market   boundaries   in   terms   of   correct   distribution   channel   and   portfolio   strategy . 

 Application 

 At the start we made a journey file that must be filled by our customers , in this sheet they were   asked to write their daily routine with the specific times of makeup and touch - ups ( to know aspects   about long lasting products ) , after that we have some focus group sessions in which we interview   some customers to have a deep dive in their relation with the makeup but mainly to know where   they usually buy their products , what are the main attributes that they look for in a makeup brand   and identify what type of products and innovation they are considering relevant . 

 After this session , all the team get reunited and we start with the main exercise , it ’s important to   bear in mind that in the exercise were involved not just people that is part of the development of   the products but also people of sales , finance and digital ; Continuing with the application this were   the next steps : 

 1 . In silence the team wrote down their main ideas of the interviews   2 . They were required to put them into the board and to read all the ideas   3 . As a previous exercise and based on our portfolio we define that we might take into 

 account three different personas that demand our product at the different price tier : low ,   medium and high- as clusters . 

 4 . Based on this information , the team wrote in sticky notes aspects that they consider 

 relevant for our portfolio in this price tiers taking into account our customers overview . 

 When we have all of this complete , we found that our customer for each tier of price is really   different even if they are all women that love makeup , the differeces are in terms of life style ,   occupation , what they like , what they look for in a makeup brand and also we found out the most 

 C1 - Internal use 

 important aspect and is that we have to work in differentiate products for each persona , but also   in different distribution and communication ways to be more accretive and to have a closer   relationship with them . 

 We wrote the characterization we found out and some ideas of innovation products that we get   with the exercise and we will make it feedback anytime we interact with customers or we have   data of the market . 

 Insight and approach 

 The key learning that I have from this exercise is the diverse points of view that we got from each   person and how do they build up a structured characterization of the personas that we want to   reach with our products and brand , also it make us clear that even we make day by day the   development process , we have to get the capacity to make out an efficient portfolio , in which you   can find three similar products at a different price for one different customer in just one brand . 

 After all this learnings and insights , I consider that   for the next time I would take into account the   Personal Inventory tool to have a complementary analysis of how is the interaction of our   customer in the point of sale ( physical or digital ) and create a more robust design and   development product process , all based in our customers . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Blanca Villa
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: C1 - Internal use 

 Mind Mapping 

 By : Blanca Villa 

 Challenge & Selection : 

 As part of a marketing team that is involve in the innovation process of new products for a makeup   brand we have the challenge to recognize our consumer but also to have the ability to segment   them by specific target groups to effectively respond to their needs , taking into account that we   have a high channel distribution and sometimes manage and create new product for our portfolio   is difficult because we do n’t have a clear overview of our specific consumer or persona for each   product . 

 To solve this and to have answers of the personas profiles that we might take into account in the   design process of new products and for our go to market strategy , I ’ve selected the mind mapping   tool , that let us find patterns and insights through journey , ethnography profile , data and   visualization . For the exercise we made some focus group with customers that share some   socioeconomic characteristics and make some interviews based on a journey that was required   prior to the session , this to learn from each other experiences but also to have a process of   discover about their needs in terms of makeup products based on their routine , learn more about   what are they looking for in the makeup market and found out key elements to solve our market   boundaries   in   terms   of   correct   distribution   channel   and   portfolio   strategy . 

 Application 

 At the start we made a journey file that must be filled by our customers , in this sheet they were   asked to write their daily routine with the specific times of makeup and touch - ups ( to know aspects   about long lasting products ) , after that we have some focus group sessions in which we interview   some customers to have a deep dive in their relation with the makeup but mainly to know where   they usually buy their products , what are the main attributes that they look for in a makeup brand   and identify what type of products and innovation they are considering relevant . 

 After this session , all the team get reunited and we start with the main exercise , it ’s important to   bear in mind that in the exercise were involved not just people that is part of the development of   the products but also people of sales , finance and digital ; Continuing with the application this were   the next steps : 

 1 . In silence the team wrote down their main ideas of the interviews   2 . They were required to put them into the board and to read all the ideas   3 . As a previous exercise and based on our portfolio we define that we might take into 

 account three different personas that demand our product at the different price tier : low ,   medium and high- as clusters . 

 4 . Based on this information , the team wrote in sticky notes aspects that they consider 

 relevant for our portfolio in this price tiers taking into account our customers overview . 

 When we have all of this complete , we found that our customer for each tier of price is really   different even if they are all women that love makeup , the differeces are in terms of life style ,   occupation , what they like , what they look for in a makeup brand and also we found out the most 

 C1 - Internal use 

 important aspect and is that we have to work in differentiate products for each persona , but also   in different distribution and communication ways to be more accretive and to have a closer   relationship with them . 

 We wrote the characterization we found out and some ideas of innovation products that we get   with the exercise and we will make it feedback anytime we interact with customers or we have   data of the market . 

 Insight and approach 

 The key learning that I have from this exercise is the diverse points of view that we got from each   person and how do they build up a structured characterization of the personas that we want to   reach with our products and brand , also it make us clear that even we make day by day the   development process , we have to get the capacity to make out an efficient portfolio , in which you   can find three similar products at a different price for one different customer in just one brand . 

 After all this learnings and insights , I consider that   for the next time I would take into account the   Personal Inventory tool to have a complementary analysis of how is the interaction of our   customer in the point of sale ( physical or digital ) and create a more robust design and   development product process , all based in our customers .
### Output: 