CEO Challenge Brand Manager Case Study

Topics: Brand management, Marketing, Target market Pages: 24 (3059 words) Published: December 5, 2014
BRAND MANAGER
CHALLENGE BRIEF
September 18th to October 12th

Copyright © 2014 Procter & Gamble Home Products Limited, Procter & Gamble Hygiene and Health Care Limited and Gillette India Limited ALL RIGHTS RESERVED
This CEO Challenge Brief contains which are created by/ and or for Procter & Gamble Home Products Limited, Procter & Gamble Hygiene and Health Care Limited and Gillette India Limited and are protected under Copyright Laws and Treaties. Any unauthorized reprint or use of this material is strictly prohibited. No part of this CEO Challenge Brief may be reproduced or transmitted in any form or by any means, whether electronic or mechanical, including but not limited to photocopying, scanning, and any information storage and retrieval system without the express written permission of Procter & Gamble Home Products Limited, Procter & Gamble Hygiene and Health Care Limited and Gillette India Limited

Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.

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EXPECTED OUTCOME:
1) Submit solution to P&G on CEOChallenge.im@pg.com by October 12th, 2014 11:59 IST 2) Base format is PPT / Word Document converted into a PDF File. Please limit entries to 6 pages / slides. In addition, you can have creative add-ons (photos / videos etc). However, written documents should be limited to 6 pages

ALL ABOUT THE RULES:
Winning Criteria
There is no Right or Wrong Answer!
In the Brand Manager Challenge Phase of the CEO Challenge, we would like you to have the chance of being a P&G marketer bringing to life your strategic thinking, and creative ideas. We will be assessing the team’s outcome, based on the following criteria: Clear Logic

Feasibility & Relevance
Creativity
Holistic Plan

30%
20%
20%
30%

Ground Rules:
1) Each team will compete fairly and uphold business ethics. Unfair and unethical acts will be noted and be grounds for disqualification.
2) Each team must send in deliverables by specified deadlines. Failure to do so will be subject to disqualification.

Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.

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CEO CHALLENGE 2014
HUGO Boss Energise

CASE OBJECTIVE:
You and your team are Brand Managers within the P&G Prestige division. You are tasked with responsibility launching Hugo Boss energise, a new product in the P&G Fine Fragrance business. You need to prepare for your meeting with the General Manager and present your launch plan for the India You will need to determine the following for India:

1) Launch Timing & Pricing
2) Provide a description of your target consumer (where they shop, their interests). Include an overall description of your core target and then focus your time on understanding your prime prospects. 3) Marketing Plan and its expenses. Marketing plan should include the activities you plan to conduct during the first year, the budget required and how you will reach your awareness target. 4) Detailed Description of marketing ideas to target your prime prospects 5) Detailed Plan for digital ecosystem prior to the launch with 3% of marketing budgets, you can include YouTube Video Campaign/ web / ecommerce etc, decision on whether to outsource or insource. Leverage the organizational and vendor insights to understand the following platform decisions: a. Web – Identify content that has an effect on purchase intent, propose an effective social media campaign for the product

b. eCommerce – Evaluate the channel presence and the channel strategy 6) Detailed plan on sampling including how can we digitize sampling? What can be done to define target groups and increase samples distributed?

Disclaimer: All data presented in this document is fictional, and created for the purpose of the P&G CEO Challenge 2014.

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BACKGROUND:
Background Information on P&G:
In the 19th century, William Procter and James Gamble immigrated to America...
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