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 didn’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 don’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 doesn’t care.  Our brand is big and the leader, that mean can'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 don’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.

