Mind Mapping Tool . 

 Challenge :   One of the brands I work for is a pizza brand that have been losing market share and relevance among   the consumer because a new competitor . This new competitor entered with an aggressive price strategy ,   far below ours and hard to match because our operative cost , and because we did n’t want to “ cheap ” the   brand . The pizza ’s low cost was because they have fewer operating expenses , like no delivery service   because they deliver through Uber Eats and Rappi , so they do n’t hire deliverers and buy vehicles . Their   menu was simpler , less options but the mores relevant for the costumers , and the pizzas are ready to go ,   that mean the costumer get it right away they order it ; this mean the pizza is not fresh , but for the price ,   the consumer does n’t care .   Our brand is big and the leader , that mean ca n't low the quality of the pizza and change the operation on   detriment of the product to low the cost just to compete with the other brand . The challenge was clear ,   we need to use our brand ’s strengths , get a deep knowledge of our consumer to find the way to gain   relevance , increase sales and take away power for our competitor . But we do n’t have much time , we   need to act quickly . 

 Selection :   We already have data from research , both secondary and primary information about our brand health ,   consumer usage & attitudes and industry & competitors . We just need to gather all the information ,   analyze it and get hypothesis , we were at “ What if ” phase .    For this phase , different group of people from both side : my team ( agency people like creatives , account   manager , digital managers ) and Brand ’s team ( Out Agency Clients ) got together on a one morning   workshop and use “ Mind Mapping Tool ” to look for insights and patterns to generate ideas that help us   to solve the brand ’s problem .      Application .   During the Mind Mapping Tool session , we make 3 mixed teams ( agency and brand ) with 6 people each .   We try to make heterogeneous teams to get broad information from diverse points of view . We divide   the information in 3 big themes : Brand , Competitors / Category and Consumer . Each theme information   and data were displayed in different rooms to let each team to analyze and discussed it for 45 minutes ,   when the time ran up , we pass to the other room to analyze other theme , and so on .     At the end of the analysis and discussion session per team , the next step was to present their   conclusions . To do that each team had to identified the consumer needs , how the category brand try to   satisfied those needs , and identify our brand differences and similarities to generate a value proposition .   Every person votes for the preferred value proposition regardless the team .    The second part of the analysis was to identify different kinds of customers , their consumption moments ,   what trigged them and specifics need on each one of them . All based on the 3 themes data and   information . Every persona wrote down on a post - it hypothesis of every kind of customer and   consumption moments . This help us to look for patterns and group the consumers , and divide their needs   on different moments to ensure that our brand deliver correctly the value proposition and become   relevant . 

 Insight & Approach :   The exercises and the Mind Mapping tool were very reveling and helpful , because with all the   information I got I was able to identify type of consumer and their need , but to know that their need   change because the different consumer moments . People act different when they bought pizza for their   family , for their friends , or for their couple , and the process is different when their bought it for a sport   event , just to chill , or for watch series / movies . Every moment changes the consumer , so mapping tool   help us to deep dive on our consumer . But not just that , we identify what to communicate about our 

 brand ’s strengths and differentiation on each step of the consumer journey , to deliver the correct   message and highlight our advantage vs the competitors , specially our main one . 

 We will keep using the tool not just for this client , but with other ones we have in the agency . We are a   communication agency that have to act quickly as the consumer do , we need to catch up everything that   is happening on the market and use the information in benefits of our clients and their brands .    Not just this tool is helpful , all other tools from this course can help us to solve particular challenge we   face as marketeers and communication experts . Every brand had its own problems and challenges . 


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: Mind Mapping Tool . 

 Challenge :   One of the brands I work for is a pizza brand that have been losing market share and relevance among   the consumer because a new competitor . This new competitor entered with an aggressive price strategy ,   far below ours and hard to match because our operative cost , and because we did n’t want to “ cheap ” the   brand . The pizza ’s low cost was because they have fewer operating expenses , like no delivery service   because they deliver through Uber Eats and Rappi , so they do n’t hire deliverers and buy vehicles . Their   menu was simpler , less options but the mores relevant for the costumers , and the pizzas are ready to go ,   that mean the costumer get it right away they order it ; this mean the pizza is not fresh , but for the price ,   the consumer does n’t care .   Our brand is big and the leader , that mean ca n't low the quality of the pizza and change the operation on   detriment of the product to low the cost just to compete with the other brand . The challenge was clear ,   we need to use our brand ’s strengths , get a deep knowledge of our consumer to find the way to gain   relevance , increase sales and take away power for our competitor . But we do n’t have much time , we   need to act quickly . 

 Selection :   We already have data from research , both secondary and primary information about our brand health ,   consumer usage & attitudes and industry & competitors . We just need to gather all the information ,   analyze it and get hypothesis , we were at “ What if ” phase .    For this phase , different group of people from both side : my team ( agency people like creatives , account   manager , digital managers ) and Brand ’s team ( Out Agency Clients ) got together on a one morning   workshop and use “ Mind Mapping Tool ” to look for insights and patterns to generate ideas that help us   to solve the brand ’s problem .      Application .   During the Mind Mapping Tool session , we make 3 mixed teams ( agency and brand ) with 6 people each .   We try to make heterogeneous teams to get broad information from diverse points of view . We divide   the information in 3 big themes : Brand , Competitors / Category and Consumer . Each theme information   and data were displayed in different rooms to let each team to analyze and discussed it for 45 minutes ,   when the time ran up , we pass to the other room to analyze other theme , and so on .     At the end of the analysis and discussion session per team , the next step was to present their   conclusions . To do that each team had to identified the consumer needs , how the category brand try to   satisfied those needs , and identify our brand differences and similarities to generate a value proposition .   Every person votes for the preferred value proposition regardless the team .    The second part of the analysis was to identify different kinds of customers , their consumption moments ,   what trigged them and specifics need on each one of them . All based on the 3 themes data and   information . Every persona wrote down on a post - it hypothesis of every kind of customer and   consumption moments . This help us to look for patterns and group the consumers , and divide their needs   on different moments to ensure that our brand deliver correctly the value proposition and become   relevant . 

 Insight & Approach :   The exercises and the Mind Mapping tool were very reveling and helpful , because with all the   information I got I was able to identify type of consumer and their need , but to know that their need   change because the different consumer moments . People act different when they bought pizza for their   family , for their friends , or for their couple , and the process is different when their bought it for a sport   event , just to chill , or for watch series / movies . Every moment changes the consumer , so mapping tool   help us to deep dive on our consumer . But not just that , we identify what to communicate about our 

 brand ’s strengths and differentiation on each step of the consumer journey , to deliver the correct   message and highlight our advantage vs the competitors , specially our main one . 

 We will keep using the tool not just for this client , but with other ones we have in the agency . We are a   communication agency that have to act quickly as the consumer do , we need to catch up everything that   is happening on the market and use the information in benefits of our clients and their brands .    Not just this tool is helpful , all other tools from this course can help us to solve particular challenge we   face as marketeers and communication experts . Every brand had its own problems and challenges .
### Output: 