Mind mapping tool : Price war and customer real demand 

 Challenge and selection 

 I ’m working in FMCG industry which there ’s a challenge on price structure for the customer . In the   industry , we have many tiers of customer , whole seller , retailer , local retailer and end customer . Last   year when we launch our new product , we set the price in normal structure which depends on   volume that customer order however , in some area the competitor has allow the special benefit to   local retailer which benefit is closely to whole seller . Sale in many critical areas drop while , we stuck   in the price war which the company surely will be lead to the loss game . I decide to talk with all the   stakeholders to see the feedback . After grab a lot of idea , I start mapping the demand of customer   and then I start to see the linkage between them . In fact , customer in difference tier has slightly   difference demand which include to service , price and sale kit that support their sale . 

 Application 

 I started with talking with the stakeholder and note what they really need . In each specific area has   slightly difference need . After that , I and my team draw a mapping which the main topic is “ How to   satisfy the customer . ” Then we separate customer into two groups which are end customer and   retailer . We wrote down what they want , even small specific need . Following with mapping all needs   with the action . 

 Insight 

 These two groups have distinguished need . For end consumer , they need the price and quality right .   Then we move to the retailer side , the whole seller , retailer and local retailer are difference with   their budget and channel . Whole seller does n’t need much on service , what their really need is the   net margin which include incentive . Retailers need net margin and promotion activities . While the   local retailers with lower budget they need the lowest price to reduce suck cost and the sale kit to   let their store staff able to sale by themselves . Then we start looking for what Wow in our mapping .   We start seeing that in term of service local retailers need more attention and able to approach with   the relationship style . They tend to listen and believe in sale person that have a good relationship   with them . Our team consulted with HR to develop sale talk dialog to enhance customer ’s   relationship . 

 Approach 

 After we distinguished all the need , then we start to design price structure and product plan . For end   consumer , we promoted this brand as the best quality product with the value price to drive sale   faster to stimulate sale . We start setting incentive tier and money kick back to whole seller and   retailer . We started promotion activities in retail shop and small event in some critical local shop .   Our relationship with customer is better and customer felt comfortable to introduce our product to   end customer because they believe that our product is the best product . While we ’d done all of this   things , we did n’t do any discount to any of channels to stop the price war expansion . And the sale   back on the track . 

 For my idea , mind mapping is the best way to organized all information flood in the crisis . We have   load of ideas and solutions at the first place without any organize we has potential make the bad 

 decision .   Separating the idea and the reason behind of all idea , we can find the right decision   making . 


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 : Price war and customer real demand 

 Challenge and selection 

 I ’m working in FMCG industry which there ’s a challenge on price structure for the customer . In the   industry , we have many tiers of customer , whole seller , retailer , local retailer and end customer . Last   year when we launch our new product , we set the price in normal structure which depends on   volume that customer order however , in some area the competitor has allow the special benefit to   local retailer which benefit is closely to whole seller . Sale in many critical areas drop while , we stuck   in the price war which the company surely will be lead to the loss game . I decide to talk with all the   stakeholders to see the feedback . After grab a lot of idea , I start mapping the demand of customer   and then I start to see the linkage between them . In fact , customer in difference tier has slightly   difference demand which include to service , price and sale kit that support their sale . 

 Application 

 I started with talking with the stakeholder and note what they really need . In each specific area has   slightly difference need . After that , I and my team draw a mapping which the main topic is “ How to   satisfy the customer . ” Then we separate customer into two groups which are end customer and   retailer . We wrote down what they want , even small specific need . Following with mapping all needs   with the action . 

 Insight 

 These two groups have distinguished need . For end consumer , they need the price and quality right .   Then we move to the retailer side , the whole seller , retailer and local retailer are difference with   their budget and channel . Whole seller does n’t need much on service , what their really need is the   net margin which include incentive . Retailers need net margin and promotion activities . While the   local retailers with lower budget they need the lowest price to reduce suck cost and the sale kit to   let their store staff able to sale by themselves . Then we start looking for what Wow in our mapping .   We start seeing that in term of service local retailers need more attention and able to approach with   the relationship style . They tend to listen and believe in sale person that have a good relationship   with them . Our team consulted with HR to develop sale talk dialog to enhance customer ’s   relationship . 

 Approach 

 After we distinguished all the need , then we start to design price structure and product plan . For end   consumer , we promoted this brand as the best quality product with the value price to drive sale   faster to stimulate sale . We start setting incentive tier and money kick back to whole seller and   retailer . We started promotion activities in retail shop and small event in some critical local shop .   Our relationship with customer is better and customer felt comfortable to introduce our product to   end customer because they believe that our product is the best product . While we ’d done all of this   things , we did n’t do any discount to any of channels to stop the price war expansion . And the sale   back on the track . 

 For my idea , mind mapping is the best way to organized all information flood in the crisis . We have   load of ideas and solutions at the first place without any organize we has potential make the bad 

 decision .   Separating the idea and the reason behind of all idea , we can find the right decision   making .
### Output: 