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APPLICATION REQUIREMENT• Eligibility:
• Projects must have been launched between January 2014 & December 31st 2014
• Responsible consumption : each project has to integrate responsible consumption as part of MH Code of Conduct
• Please use the application template in the following slides to present your project, NB: the innovation wheel and KPI are mandatory for marketing/communication/ sales categories only
• Please upload your application on the new Innovation Awards website:
www.mhapawards.com
• Timing :
• Applications open on January 12th 2015
• Closure date for applications will be on February 18th
• You can prepare the application on the template as of now.
MARKET : ______________________
CATEGORY : ________________________
1 – EXECUTIVE SUMMARYName of the initiative & Claim (in 7/8 words max.)
Description : 3 or 4 lines, or around 30 words
Results : 3 or 4 lines, or around 30 words
Why this initiative should be a finalist?: 3 or 4 lines, or around 30 words
Team : names of team members ( Maximum 3 )
Here your one Here your one single best single best
picture of the picture of the initiative ! initiative !
2 – PRESENTATION OF THE INITIATIVE• In general what was the OGSM of the initiative ?
• Page 1: OGSM of the initiative
• Page 2: Describe the initiative, what is the innovation?
• Page 3: Key factors of Success
• Page 4: Results
• Page 5: Innovation Wheel (see next slides)
• Page 6: Innovation KPI template (see next slides)
• Insert pictures if you want one or two pictures per page, make it live !
• Objectives:
• 1
• 2
• 3
• Goals:
• 1
• 2
• 3
• Strategies:
• 1
• 2
• 3
• Metrics:
• 1
• 2
• 3
2 .1 – OGSM
• Description:
(Maximum 10 lines / 100 words)
• Description 1
• Description 2
• Description 3
• …
• What is innovative?
(Maximum 10 lines / 100 words)
• Innovation 1
• Innovation 2
• Innovation 3
• …
2.2 – DESCRIPTION OF THE INITIATIVE
2.3 – KEY SUCCESS FACTOR
• Key factors of success: (Maximum 10 lines / 100 word)
• Factor 1
• Factor 2
• Factor 3
• …
2.4 – RESULTS
• Results:
• Result 1
• Result 2
• Result 3
• …
INITIATIVE CONSIDERED AS AN INNOVATION FOR MH WHEN RATED AT LEAST A LEVEL 3 ON ONE DIMENSION
2.5 – INNOVATION WHEEL
Reached
Not aimed
Minor changesBusiness as usual
New for the W&SNew for the category
New for the brand
Packaging
Communication storyCommunication medium
Merchandising
Ritual/mode
Price
Moment
Level of disruption
PRODUCT
COMMUNICATION
ACTIVATION
Liquid
PROPOSED TOOL TO CHARACTERIZE LEVEL OF DISRUPTION
INNOVATION WHEEL – HENNESSY CLASSIVM EXAMPLE
Reached
Not aimed
INITIATIVE CONSIDERED AS AN INNOVATION FOR MH WHEN RATED AT LEAST A LEVEL 3 ON ONE DIMENSION
Minor changesBusiness as usual
New for the W&SNew for the category
New for the brand
PROPOSED TOOL TO CHARACTERIZE LEVEL OF DISRUPTION
Packaging
Communication storyCommunication medium
Merchandising
Ritual/mode
Price
Moment
Level of disruption
PRODUCT
COMMUNICATION
ACTIVATION
Liquid
2.6 – INNOVATION KPIS
• Strategic Intent – Why are you launching this innovation?
• Execution – What is this innovation about?
• Expected Impact – what will success look like?
INNOVATION KPIS HENNESSY CLASSIVM EXAMPLE
Secondary objective of the innovation
Main objective of the innovation
Execution – What is this innovation about?
Strategic Intent – Why are you launching this innovation?
Gain consumer franchise
Build brand equity
Increase penetra-
tion
Increase awarene
ss
▪ Objective: Increase consumer base to install a new pillar of growth in Asia by durably penetrating the nighttime occasion
▪ Target: emerging Chinese Gen-Y▪ Channel: Tier 1&2 cities MOT2
▪ Key assumptions: No/limited trade-down impact on Hennessy (equity and consumers) and capacity of Hennessy to attract younger consumers
A new brand created to specifically target the Chinese Gen Y in the on-trade with an original adopted brand persona that, while offering an entry level proposition, remains true to Hennessy’s standards of excellence and luxury.
“Shine I am”, express my vibrant personality
206 64 by the case
National launch in China in 2011
TOTAL of 7,9 Mio € in 2013 (A&P: 7,8 Mio market, 125K Maison)
Description
Positioning
RSP
Timeframe
Investments
Expected Impact – what will success look like?
Increase NA (penetration)
▪ # kcn: + 95 KCM▪ Number of consumers: +xxx▪ Market share : +x pts▪ Trial: + xx
Increase Awareness
▪ Brand awareness ranking: + 10,6 pt▪ Share of voice: + x%
Financial impact
▪ COP: 4,80 MEUR▪ Marginal Income: XX€
Timeframe to be specified and KPIs fine-tuned by project
Packaging
Communication story
Communication medium
Merchandising
Ritual/mode
Price
Moment
Liquid
SOURCE: Based on Hennessy Budget TOPAZ 2013
• This section is to add any information you deem necessary:
• Detailed description of the initiative’s concept & mechanism if need be;
• All complementary explanation to the 6 page presentation, for example :
• detailed figures table to prove sales results;
• Pictures, as many as you want and in high definition if possible
• Videos.
3 – STILL PICTURES ANDFURTHER DESCRIPTIONFREE NUMBER OF PAGES / PICTURES
Attach videos as needed to present your entry.
Directly up-loaded while your are on the application website
ATTACHMENTS (OPTIONAL) :VIDEOS, ILLUSTRATING THE INITIATIVE