Challenge:     A year ago working for a Mexican Pharmaceutical with the position of CFO, I made  several proposals to open new markets and also give more use to our rockstar  product: baby rash ointment.  I always got the same answer from my boss: “please dedicate yourself to your  numbers and  leave merchandising and marketing to us because it is not your  specialty”.  Today, in this course at first, I wanted to reinvent myself, but after the first lecture ,I  changed my mind and decided to try to develop an improvement project for an  International Pharmaceutical Company Bayer, for their anti-chafing ointment.  Perform a line extension of the chafing ointment and turn the Bepanthen  brand into a franchise product.    Today Bayer manufactures 2 types of baby ointment:   1.  Bepanthen, baby chafing ointment: formula that protects, moisturizes and

regenerates your skin from the first diaper change, and   2.  Bepanthen® Regenerating Skin Ointment, that accelerates the process of

skin regeneration. Auxiliary in wound healing, fissures and skin erosions. Relieves  burning and itching.    My proposal is to launch two more products (same formula) that will be:     1. Bepanthen Sport, aimed at athletes, who like to do triathlons, run marathons,  cycling, hiking, any type of exercise that causes chafing in the groin areas due to  contact frequent clothing and  2. Bepanthen Tender (Boost, The name is symbolic), created especially for  people of the 4th. age that due to their age or illness are forced to stay in bed for a  long time and this causes chafing and they do not like to use baby products.      Selection:    I will first use the storytelling method to explain it visually and ensure that we are  all in the same tune so that the proposed ideas are adapted to the project. And  also I conduct informal interviews (Brainstorming), through zoom, with some of  my friends and colleagues who help answering 4 questions: (14 participants)  1. Do you know Bepanthen?  2. Would you currently use it?  3. Would your grandfather use it?  4. In marathons, what do you use to avoid or prevent chafing?    And when the quarantine ends Distribute samples in the 10 most representative  SportCities of Mexico City, Monterrey and Guadalajara, explaining the benefits of  the product. We won't get an answer right away, but we will get to our target  market and make it known. and see the acceptance of BSport, using the

Learning Launch (It will be used theoretically, because right now it cannot be  done due to the covid-19)      Recap:   I am looking for: increase sales with performing a line extension and innovate new  markets with two new products with same formula.      Application:

a) Storytelling

With this tool I illustrated the extensión line for Bepanthen:  1. New packaging will be needed for both.  2. The same distribution channels will be used and new ones will be added.  3. We obtained the products that people who practice marathons and triathlons use  today: Petrolatum (petrolatum), talc and vitacillin  4. We increased our target market, with only two new packages, maybe including a  plus like aloe.  5. Our target market will increase

b) Informal Interviews (Brainstorming)

With the interviews I managed to get information about the people who usually run  marathons and they practice extreme sports like cycling, triathlon etc. and the  grandparents of my friends and colleagues (group of 14 people):  1. Everyone remembers using Bepanthen when they had their children and they  used it in case of chafing or prevent it. Brand awareness.  2. No one currently uses it.  3. When I received the responses from the grandparents, I firmly believed in this  idea. They don't like using baby products, they still feel useful and they don't like  being treated like babies and using their products.  4. What they actually use when they exercise?  a) Vitacilina: It is a topical cream that is used to treat small skin infections.  It should not be used for deep cuts or punctures, severe burns, serious infections  or untreated skin.  b) Petrolatum: Derived from petroleum;

- Facilitates wound healing.  - Hydration of the skin and lips: it is recommended to use it on the skin when  it is dry and to heal chapped lips.  - Calm skin reactions: such as itching or reddened areas.

- Softens hyperkeratosis or thickening of the outer layer of the skin.

c) Talcum powder:

usually used as a remedy to relieve irritated skin,

In the answers we can see that people use products that are not ad-hoc to  PREVENT chafing, that it has never occurred to them to use a special product  because it is aimed at babies.  And on the other hand, the grandparents are uncomfortable using a baby product.

c) Learning Launch:

1. Distribute samples in the 10 most representative SportCities of Mexico City,

Monterrey and Guadalajara, explaining the benefits of the product. We won't  get an answer right away, but we will get to our target market and make it  known. and see the acceptance of BSport.

2. We know that Bepanthen has a large market share, and as soon as the

quarantine is lifted and the marathons begin, it would be incredible to  sponsor the Mexico City marathon, (depends on the marketing Budget)  so that our target market can use it, test it and verify that it is much more  effective, use an ointment to prevent chafing, which does not absorb or  move from the applied area and in the end, your marathon experience will  be much better.

NOTE: There are 80,000 registered races worldwide, including marathons,  ultramarathons, half marathons, 10k, 5k, trails, vertical races, obstacle courses ...  and even races only for the female audience (more than 400 worldwide) and  600  triathlon.          Insight:    Using storytelling helps you to see the proposal in a global way, perhaps data is  missing such as increased cost of new packaging and a Marketing Plan, but it  gives you an overview of the project itself,. I loved this tool and it was very easy for  me to explain to my group, so that they understood what I wanted to do. Taking  into account that half of the group are mothers and do not work, and the rest are  professionals    Brainstorming, it is the best in the world, sadly because of the Covid-19, I did not  manage to put together a group with different careers at different socio-economic  levels or sex, because I had to use my 14 friends to help me answering the  questions and giving me ideas for the project. Anyway, I managed to obtain very  accurate and important information for my project.    Learning Launch is not something I can do anytime soon due to quarantine, but I  do think it would be a significant test if the product is tested in specific places to  exercise, such as SportCity and the marathon, with striking packaging and aimed  at people who do extreme exercise (which is also fashionable today to be fit).    People who exercise today do not use a product to prevent chafing, but instead  use products to heal the skin, which is not as effective.  	 Approach  	 In my next project I will continue using the storytelling tool, I consider that it makes  all the participants in tune with the same concept, project and what is needed.  In addition, Brainstorming is unmatched because you hear many ideas, from many  people with different jobs, specialties and really great ideas are generated. Here if I  would use a larger group of people, of both sexes and different specialties, this  would greatly improve my results.  And finally Learning Launch is very useful , but, I will decide to use it when I have  some other project in hand and depending on the stability of the environment, I will  make the decision to use it or not.

