36
Section Overviews Corporate Experience Intern Daniel Davies 02/28/14 Market and Competitive Intelligence Center for Strategy, Marketing & Design

Section Overviews

Embed Size (px)

DESCRIPTION

Section Overviews. Corporate Experience Intern Daniel Davies 02/28/14. Market and Competitive Intelligence Center for Strategy, Marketing & Design. Project Statement. Corporate Experience Internship. Statement of Work. Corporate Experience Intern- Section Overviews. - PowerPoint PPT Presentation

Citation preview

Section OverviewsCorporate Experience Intern Daniel Davies

02/28/14

Market and Competitive IntelligenceCenter for Strategy, Marketing & Design

Project Statement

Corporate Experience Internship

Market and Competitive Intelligence | 3

Statement of Work

Project Objective

To first experience and garner a relationship with multiple areas of the MWV corporation. Through this the objective is to understand day to day business operations and provide a personal understanding of a career path and possible future avenues.

Project Scope

• M&CI• C&CI• Marketing Beverage • Brand Engagement • Law: Corporate, IP • Design• R&D

Team

Core• SBU: Beverage, E.G. • M&CI: Diane Brown • Other: Daniel Davies

Extended• C&CI: • Design:• IP Law: • Corporate Law:

Project Timeline

Key Project Milestones1. Data Collection2. Consolidation of Data3. Individual Section Reviews4. Final Presentation

Timeframe• 3 weeks• 2 weeks• 1 week• 1 week

Review Dates• Week of Jan 27th• Week of Feb 10th• Week of Feb 17th• Week of Feb 24th

Corporate Experience Intern- Section Overviews

Market and Competitive Intelligence | 4

Market and Competitive Intelligence

Customer and Consumer Insights

Designers

Intellectual Property Law

Corporate Law

Government Relations

M&CI section overview

M&CI

Market and Competitive Intelligence | 6

Data

• Collect and analyze data about markets, competitors, e.g. that already exists

• Sources of Data

• Euromoniter

• Iconculture

• Mintel

Role

• Provide data across SBUS & Platforms

• This data allows decision makers in SBUS & Platforms to decide the necessary course of action for the business to take

Overall Objective- Market analysis to provide decision making information.

M&CI

Market and Competitive Intelligence | 7

Market Analysis

• Market analyst’s gather data that is available through resources on the previous slide

• Organize data into discernible documents for the SBU or Platform

• An example of a market analysis from Euromoniter is on the next slide

Store Sweeps

• A team or individual visit to single or multiple stores to detect market information not available elsewhere

• Organize data into discernible documents for the SBU or Platform

Type of Work and Projects- organized market information from multiple sources.

Market and Competitive Intelligence | 8

Total Secondary Packaging Types

    2011% of Total MP Case Market

2012 % of Total MP Case Market

Total Multipacks Total Packaging 99.8   101.7  Open Carton Total Packaging 83.6 84% 84.8 83.4%Shrink Wrap Only Total Packaging 16.2 16% 16.9 16.6%

Packaging Types for Drinking Yoghurt in the UK Majority of drinking yoghurt multipacks are packaging in open carton containers with 4 packs being the most popular

Pack Size for Open Cartons and Shrink Wrap Only

  Pack Size 2011% of Total MP Case Market

2012% of Total MP Case Market

            

Open Carton 3 1.0 1% 0.9 0.9%Open Carton 4 29.1 29% 29.1 28.6%Open Carton 6 22.2 22% 22.7 22.3%Open Carton 7 14.1 14% 14.8 14.6%Open Carton 8 17.2 17% 17.3 17.0%

  Pack k Size 2011% of Total MP Case Market

2012% of Total MP Case Market

            

Shrink Wrap Only 6 11.3 11% 12.2 12.0%Shrink Wrap Only 7 5.0 5% 4.8 4.7%

C&CI Section Overview

C&CI

Market and Competitive Intelligence | 10

Data

• Find and analyze data that relates to the consumers and customers, from the most part it doesn’t exist on paper yet.

• Seeks out data about customer and consumer trends through interviews and studies with them.

• Will use previous studies and pre-existing analysis to identify a trend

Role

• Their main role is to provide designers and SBUS & Platforms with consumer and customer trends

• The main trends they identify are consumer & customer needs in packaging & their opinions on our current packaging

• Using the information they identify the part of packaging that consumers view as most important and aspects that will influence their purchase.

Overall Objective- Find and analyze data from the consumers to better the company's position with customers.

C&CI

Market and Competitive Intelligence | 11

Focus Group

• A focus group is an observation & discussion with a consumers regarding their opinions on packaging

• Want to get a sense of what’s most important to the consumers, and what we should be focusing on

Interviews/polls/questionnaires

• Discussions with the consumer about desires for novel packaging, and opinions on current packaging

Shop-Along/ethnographies

• Analysts will observe consumers interacting with packaging in a natural setting.

• Will use the trends and interviews to understand what the consumer isn’t getting out of the packaging that they expect

Type of Work and Projects

Example of Qualitative Needs HierarchyBased on consumer focus groups and ethnographies in China for RTD Tea

Designers Section Overview

Beverage Designers

Market and Competitive Intelligence | 14

Role

• Design exterior packaging for the beverage containers to be held in

• Customer’s come to MWV with a new primary package and request a secondary package be designed

Design Process

• 3 types of design

• Traditional- MWV has a design that fits a customers request.

• Transitional- The designers change a design to fit a customers request

• Transformational- The designers create a completely novel and innovative design

Overall Objective- Create packaging that fits customer specifications and fits out mantra of innovative packaging.

Beverage Designers

Market and Competitive Intelligence | 15

Designing

• Traditional- No new design needed

• Transitional- Make large or small changes to existing designs

• Transformational- Make a completely new design file for customer

Test Phase

• The designs are put through testing and reworking to ensure performance of functions

Finalization Process

• Send designs to manufacturers to make sure they can create it in mass quantities

• Then send the design to the customer make sure their requirements have been satisfied with the design.

Type of Work and Projects- Create new innovative packaging designs, that fit the market of packaging.

Confidential and Proprietary | 2014

Coca-Cola’s market research proved that a 6-pack would be more suitable for consumers that are…. • consuming less

carbonated soft drinks

• taking more trips to the grocery store

• on limited budgets

Now in Stores Nationwide!

IP Law Section Overview

IP Law

Market and Competitive Intelligence | 18

Role

• Interact with all facets of the business to ensure that our intellectual property is being properly protected

• Mostly will interact with the designers in the company, to protect the novel ideas. Protection can be through Patents, CDA’s, Trade Secrets, others

• Interact with SBU management to make the best IP decisions for the company going forward

Patents

• Interact with the designers to create patents for new work. Also interact with U.S. and international patent offices

• Normally takes many reworks to get approval by the patent examiner

Actions to take to protect our patents

• File lawsuits against companies infringing on patents that are held by MWV.

• Usually a letter will suffice for them to withdraw from the market, however sometimes lawsuits occur,

• MWV normally seeks an injunction, and in some cases monetary damages

Overall Objective- Protect the intellectual property of MWV

IP Law

Market and Competitive Intelligence | 19

Crafting a CDA or NDC• When a part of the business is going to disclose sensitive information,

especially novel designs then they file a CDA request form• A generic CDA is then created based upon information supplied. • The IP lawyer then will review the CDA and adjust it to fit the specific

situation

Review other companies CDA’s • When a company want’s us to sign a CDA, our IP lawyers review them,

and Will edit their CDA to adjust it to fit the situation MWV are in

Crafting a Patent• Craft a patent application, this is where the IP lawyer will state why the

invention is novel and the protections desired• Will get a response from the patent examiner, and if successful will be

granted a patent • If it is declined, there are ways to argue the case

Type of Work and Projects- Ensure intellectual protection through CDA’s, patents, and other protection tools.

Market and Competitive Intelligence | 20

Market and Competitive Intelligence | 21

Government Relations Overview

Government Relations

Market and Competitive Intelligence | 23

Role

• Has teams which interact with the federal state and local governments

• In the last year we have expanded to worldwide government relations

• India, Brazil, and China

• The team run the PAC, work with Community Affairs, and are the lobbyists for company interests

Lobbying

• Out lobbyists attempt to influence decisions made by officials in the government, or members of regulatory agencies

• We especially lobby the EPA, for attainable goals

PAC

• To date the MWV PAC has distributed around $93,000 to candidates who share the same interests as the companies

• The money is obtained from eligible employees who are involved in the PAC

Overall Objective

Government Relations

Market and Competitive Intelligence | 24

Lobbying

• Government Relations team lobby the state federal and local governments• Our team provides information to, and interacts with legislators and

regulatory agents. • The long term goal of the relationships that our team has with legislators is

the making of laws, which will fit our mission as a company

PAC

• Running of the daily operations of The Political Action Committee• Interacting with the members of the PAC, ensuring that the actions of the

committee and the donations serve the best interests of MWV as a whole

Community Relations • The team uses funds, and resources to enrich the communities where we

are active employers.

Type of Work and Projects

Red Bull Market Share

Market and Competitive Intelligence | 25

Soft Drink Market OverviewSoft Drink Market is dominated by large CSD companies such as Coca Cola and Pepsi. However, the energy drink category has rapid growth and are gaining market share.

Monster41.3

Red Bull30.5

Rockstar12.6

NOS5.8

Full Throttle2.4

AMP1.6

Others3.4

Energy Drink Company Share

CocaCola & PepsiCo = 43% of Soft Drink Market

Monster, Red Bull & Rockstar = 1.9% of Soft Drink Market

Bottle Type 2008 2009 2010 2011 2012 2013

Metal 2,779.7 2,689.4 2,908.1 3,334.4 3,849.0 4,202.0

Rigid Plastic 8.6 90.1 98.5 119.6 133.9 149.7

Glass 97.7 87.9 43.5 45.4 50.6 53.0

Total Packaging 2,886.0 2,867.5 3,050.1 3,499.3 4,033.4 4,404.7

Energy Drinks in US– Bottle Type Majority of energy drinks come in metal cans which can easily be addressed by MWV’s existing packaging options

Confidential and Proprietary

Dual Fridge - “Redbull gives you wings”Highlights Package Flexibility

Unzip and split pack to create dual packs which reveals interior panoramic graphic

Market and Competitive Intelligence | 29

Market and Competitive Intelligence | 30

Market and Competitive Intelligence | 31

Market and Competitive Intelligence | 32

Market and Competitive Intelligence | 33

Market and Competitive Intelligence | 34

Questions/ Comments

Thank You