Learning Launch – Premium Ice Cream Business 

 Challenge : 

 I work as a Brand / Innovation Manager for a leading FMCG company in Pakistan . A serious challenge   that we were faced with recently was despite being the market leaders in the ice cream category   with a 61 % volume share we had the slowest growth rate vs our competition for the past three years .   In other words , contrary to what our original role in the category should have been , which is to   increase the per capita ice cream consumption in Pakistan , we were doing exactly the opposite and   dragging the ice cream category ’s growth down . When we dig deeper using all the primary and   secondary data available , in the form of consumer connects and retail audit reports , we discovered   that we were out paced by the competition in the ‘ Premium ice cream ’ segment which was growing   2.5 times the category . The key reason behind our failure in this segment was that we have not been   able to keep at pace with the market in terms of our innovation speed and variety . 

 Selection : 

 Premium ice cream segment had never been a forte for our company , but it was now becoming more   important by the day owing to the rate it which it has started growing . However , at this stage we   were n’t confident to do a full - fledged launch or ready for a huge financial commitment on the revamp   on premium business so we decided to do a learning launch as it could prove to be a cheap and fast   litmus test to check the efficacy of our plans . 

 Application : 

 We deployed our learning launch in the largest metro city in the country i.e. Karachi . The city has a   population of roughly 15 Million , comprising of people from all parts of the country . Hence , we knew   the results from this city can be well representative for the overall population of Pakistan . There   were a total of two things that we wanted to test with the consumers : 

 1- We want to test out different flavors and see what we was working and what was n’t to make a 

 playbook of flavors for when we scale up the operations 

 2- We wanted to see what go to market strategy works best with the consumer , we had 

 deployed three simultaneously 

 We deployed a small - scale learning launch two months back in only 150 top - end stores , 50 Petro   Marts and 10 Malls of the city . The pilot is coming along well and we continue to fetch as much data   and insights from the experiment as possible . So far the approach seems promising , we have been   able to churn out some important insights that can come in very handy when we are eventually   scaling up in other cities . 

 It was initially difficult to deploy the learning launch in in malls due to COVID’19 , however with all   safety precautions in place we have been able to have smooth mall operations also . 

 Insight : 

 Some of the insights that we have got form the experiments were really eyeopeners for us . We learnt   that the agility is going to be key in this market , the consumers in this segment is always looking for   something new , something that wows them . Hence , if we are to win in this segment , we must always   have a new news waiting for our consumers . We also got to learn that the flavors were not the only   thing that drove consumer excitement color , texture , fusion with adjacent categories and   experimentation of format was equally important . This experimentation also helped us curate our   flavor strategy , for instance we were able to form a playbook that shows exactly the four major flavor   palettes that exists in Pakistan and when we are thinking to innovate we must think from the lens of   which of the flavor palette we have a weak play in .   The GTM bit is yet to be answered , we are still   gathering data on that front . 

 Approach : 

 As mentioned before , so far that learning launch seems to be a very useful tool . Moving forward we   will be corroborating all the information from the three months pilot , putting the learnings together   in the form a strategy pieces that will be utilized as we scale up our operations in Q4 2020 . 


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: Learning Launch – Premium Ice Cream Business 

 Challenge : 

 I work as a Brand / Innovation Manager for a leading FMCG company in Pakistan . A serious challenge   that we were faced with recently was despite being the market leaders in the ice cream category   with a 61 % volume share we had the slowest growth rate vs our competition for the past three years .   In other words , contrary to what our original role in the category should have been , which is to   increase the per capita ice cream consumption in Pakistan , we were doing exactly the opposite and   dragging the ice cream category ’s growth down . When we dig deeper using all the primary and   secondary data available , in the form of consumer connects and retail audit reports , we discovered   that we were out paced by the competition in the ‘ Premium ice cream ’ segment which was growing   2.5 times the category . The key reason behind our failure in this segment was that we have not been   able to keep at pace with the market in terms of our innovation speed and variety . 

 Selection : 

 Premium ice cream segment had never been a forte for our company , but it was now becoming more   important by the day owing to the rate it which it has started growing . However , at this stage we   were n’t confident to do a full - fledged launch or ready for a huge financial commitment on the revamp   on premium business so we decided to do a learning launch as it could prove to be a cheap and fast   litmus test to check the efficacy of our plans . 

 Application : 

 We deployed our learning launch in the largest metro city in the country i.e. Karachi . The city has a   population of roughly 15 Million , comprising of people from all parts of the country . Hence , we knew   the results from this city can be well representative for the overall population of Pakistan . There   were a total of two things that we wanted to test with the consumers : 

 1- We want to test out different flavors and see what we was working and what was n’t to make a 

 playbook of flavors for when we scale up the operations 

 2- We wanted to see what go to market strategy works best with the consumer , we had 

 deployed three simultaneously 

 We deployed a small - scale learning launch two months back in only 150 top - end stores , 50 Petro   Marts and 10 Malls of the city . The pilot is coming along well and we continue to fetch as much data   and insights from the experiment as possible . So far the approach seems promising , we have been   able to churn out some important insights that can come in very handy when we are eventually   scaling up in other cities . 

 It was initially difficult to deploy the learning launch in in malls due to COVID’19 , however with all   safety precautions in place we have been able to have smooth mall operations also . 

 Insight : 

 Some of the insights that we have got form the experiments were really eyeopeners for us . We learnt   that the agility is going to be key in this market , the consumers in this segment is always looking for   something new , something that wows them . Hence , if we are to win in this segment , we must always   have a new news waiting for our consumers . We also got to learn that the flavors were not the only   thing that drove consumer excitement color , texture , fusion with adjacent categories and   experimentation of format was equally important . This experimentation also helped us curate our   flavor strategy , for instance we were able to form a playbook that shows exactly the four major flavor   palettes that exists in Pakistan and when we are thinking to innovate we must think from the lens of   which of the flavor palette we have a weak play in .   The GTM bit is yet to be answered , we are still   gathering data on that front . 

 Approach : 

 As mentioned before , so far that learning launch seems to be a very useful tool . Moving forward we   will be corroborating all the information from the three months pilot , putting the learnings together   in the form a strategy pieces that will be utilized as we scale up our operations in Q4 2020 .
### Output: 