C1 - Internal use

Challenge:

I am a product manager, working in the marketing team of a leading cosmetic company, in charge of a  brand that was struggling. This brand has had several launches in the past 3 years that were supposed to  be THE ONE – the Needle mover - and ended up ruining the reputation of the brand. As a result the  commercial team along with our clients and customers have lost trust and faith in the brand. They all  became very skeptical to any new product, story and promises. I had to turn the brand around and was  given the opportunity to launch a product into the market which I was the only one to believe it was  going to be a success and be THE needle mover we have all been waiting for. I strongly believed in the  new product because I worked with the technology utilized in that product in another channel where it  had proven its potential. Knowing the end consumer I was working with and their needs based on  previous qualitative and quantitative research we have done I was sure that I had between my hands  the Holy Grail. I needed to convince the commercial team and the clients to launch the product and  invest in it.

Selection:

I decided to use the learning launch tool. I had the idea (new product), the target group with the specific  need and I was missing the testing ground. Therefore I needed to convince one client to allow me to test  my hypothesis.

Application:

To convince one client to allow me to test my hypothesis I have used story telling technic, talking about  the history of the technology, what it has achieved in other markets and how it can answer the need of  their consumers which we had identified together by doing observations and intercepts in their stores.  As a result, the product was launched in about a 100 doors and we tested the sellout, impact of the

C1 - Internal use

product on the brand image and the consumers’ feedback about the concept, the performance of the  product and its relevance in their daily life. The data we collected confirmed our theory and convinced  the most skeptical of the group.  As a result we continued with a roll out with all clients and this product  today is a hero product which has saved the brand image and increased profitability and sales.

Insight:

We have been used to taking the same launch approach every time, which is to launch a product wide  and big. As a result losses are huge. With the learning launch process I was able to break a cycle of bad  decisions and build a launch with a stronger base. By involving the team (believers and skepticals) and a  client we were able to test and convince each other of the potential the product offered all of us.

Approach:

I believe I have used the right tool for the dilemma I had. However it is not always the right tool and go- to tool I would use. All will of course depend on which question I am trying to answer. In general my go  to tool in life is story telling.


C1 - Internal use Challenge : I am a product manager , working in the marketing team of a leading cosmetic company , in charge of a brand that was struggling . This brand has had several launches in the past 3 years that were supposed to be THE ONE – the Needle mover - and ended up ruining the reputation of the brand . As a result the commercial team along with our clients and customers have lost trust and faith in the brand . They all became very skeptical to any new product , story and promises . I had to turn the brand around and was given the opportunity to launch a product into the market which I was the only one to believe it was going to be a success and be THE needle mover we have all been waiting for . I strongly believed in the new product because I worked with the technology utilized in that product in another channel where it had proven its potential . Knowing the end consumer I was working with and their needs based on previous qualitative and quantitative research we have done I was sure that I had between my hands the Holy Grail . I needed to convince the commercial team and the clients to launch the product and invest in it . Selection : I decided to use the learning launch tool . I had the idea ( new product ) , the target group with the specific need and I was missing the testing ground . Therefore I needed to convince one client to allow me to test my hypothesis . Application : To convince one client to allow me to test my hypothesis I have used story telling technic , talking about the history of the technology , what it has achieved in other markets and how it can answer the need of their consumers which we had identified together by doing observations and intercepts in their stores . As a result , the product was launched in about a 100 doors and we tested the sellout , impact of the C1 - Internal use product on the brand image and the consumers ’ feedback about the concept , the performance of the product and its relevance in their daily life . The data we collected confirmed our theory and convinced the most skeptical of the group . As a result we continued with a roll out with all clients and this product today is a hero product which has saved the brand image and increased profitability and sales . Insight : We have been used to taking the same launch approach every time , which is to launch a product wide and big . As a result losses are huge . With the learning launch process I was able to break a cycle of bad decisions and build a launch with a stronger base . By involving the team ( believers and skepticals ) and a client we were able to test and convince each other of the potential the product offered all of us . Approach : I believe I have used the right tool for the dilemma I had . However it is not always the right tool and go- to tool I would use . All will of course depend on which question I am trying to answer . In general my go to tool in life is story telling .