Core elements of design-led innovation

DMS Case Analysis Ask all the important questions Identify your customer and their pain points, deeply
from a customer POV understand the problem you're trying to solve

Innovation, Co-Creation,
and Design Thinking:
Avoid Habituation (Infact target Life is full of tiny and enormous inconveniences,
How Salesforce's Ignite existing inconveniences ) that you no longer notice; address them
Team Accelerates
Enterprise Digital
Transformation Ask why at every step -why is it
Think like a user who has never tried this product
before; dig into their mindset, their pain and
like this now? How can it be
challenges
better?.
GROUP N
Abhishek Sinku (2211131)
Ajay Hembrom (2211246)
Break it down into steps and Correspondingly, understand and tell the story of the
Sagarika Kishan(2211123)
create prototypes all along the product
Kanika Agarwal(2211095)
way
Vibhanshu Golia(2211362)

Key challenges faced by Ignite Perceptions associated with Design-led Innovation

Lack of Resources Internal Resistance Design-led innovation is a new and

unproven approach, and that it may
New and Unproven Approach not be as effective as traditional
Internal employees were used to selling
Design thinking requires time, investment products of salesforce in a traditional way methods.
and more manpower to understand and therefore were resistant to methods of
the needs of the customers IGNITE’s team
It was building a long-term
Difficulty in measuring the relationship and it requited high
resources, using similar metrics often
External Resistance Measuring Impact Impact reflected low returns.

It was a time consuming process at the

initial phase to convince the client It was always a question whether ACV
companies about the benefits of the IGNITE method was accurate to measure the impact
team, that would a long time to display of IGNITE’s team effort as it did not take To deliver specific solution for the
results unlike other sales force products into account the customer lifetime value Time and money Consuming design team it required a lot of
resources booked for a longer time

Method of Working Transition

It was building a long term
As it took IGNITE several number of weeks
Difficult to Understand Difficult to understand the needs of
As the team of IGNITE was working on relationship and also and
requited high
to deliver the results the and understand
something new they need to be careful to
the customers and deliver solutions
customer problems it often looked it was a Implement resources, using similar metrics often
offer a solution that benefits the client made it difficult to be implemented
difficult team to work with which was reflected low returns.
rather then selling their own products
always overbooked
Ignite overcoming challenges Operationalizing Design-led Innovation

Lack of Resources Internal Resistance

• They used a cross-functional team. • They educated employees about
• Experimented with different the benefits of design thinking.
approaches to learn what was most • With continuous success in
effective closing the deal
• Hiring more igniters with skills
Embed design thinking Conduct widespread training Allocate resources by
like leaders, subject matter experts principles in the culture or workshop leadership team
Promotes empathy, encouraging Equips employees across different Adequate resources—both time and
External Resistance Measuring Output experimentation, and accepting departments with design thinking money—to support design thinking
• Talked about capabilities, customer
Overcoming • Realistic expectation about the
failure as a learning opportunity skills initiatives
lifetime value rather than product the time frame of results
or salesforce pitch • Built a system diagram illustrating
• They focused on customer-centric Challenges Ignite fit for sales
design • Hired approximately 20 more
• They worked with clients to co- Igniters
create solutions

Method of Working Transition

Promote cross-department Creating an open innovation Prioritizing experimentation
• Illustrated different element that • Working with the client to co- collaboration model
made Ignite work create a solution for learning
• They hired more Igniters • Communicating the customer life Diverse teams with different areas Diversity of thought leads to more Failing fast & iterating allows
• Ignite were transparent about their time value to the clients rather than of expertise, enhance the benefits of creative solutions and unlocks new refinement of ideas, emphasis
resources the product
design thinking insights vs just top down learning over perfection.

Questions faced by Ignite team

Evangelism for Growth Metrics Tracking for Value Scaling Responsibly

• Showcase Success Stories • Set Clear KPIs • Financial Projections

• Targeted Industry Content • Qualitative and Quantitative • Strategic Partnerships
Insights
• Empower Sales Team • Controlled Capacity Growth
• Annual Value Reports
• Establish Authority • Partner Certification
• Innovative Data Collection
• Leverage Reference Clients • Ease out the geographic divide
• Leverage relationship for
• Hiring people with right mindset future sales • Sharing resources between
different HQ
 1. What are the core elements of design-led innovation (also called design thinking or
customer-focused design)?
Innovation, Co-Creation, and
Design Thinking:
1. Empathy
How Salesforce’s Ignite Team 01 Understanding the needs, pain
Accelerates Enterprise Digital 5. Iteration points, and goals of the customer.
Transformation Iterate on the solutions based on
feedback from customers.
02

Presented By: 2. Define the problem

Khushboo Kabir Panthi 2211174
05 Working with the customer to define
the problem they are trying to solve.
Alok Kumar Daharwal 2211003
Shivam Raj 2211497
Preshita Rahate 2211494 4. Prototyping and
Divya Prakash Srivastava 2211507
testing 03 3. Generate ideas
Generating ideas for solutions to the
Building prototypes of the solutions
and testing them with customers. 04 problem.

2. What key challenges did Ignite overcome in its early years? What do those challenges 3. How did Ignite overcome those challenges?
illustrate about perceptions of design-led innovation?
1. Reshaping Perspective: 4. Seizing Opportunities:
External Challenges: Internal Challenges:
• Focused on capabilities valued by C-suite executives. • Capitalized on unexpected project opportunities from sales teams.
Business Value Alignment Resistance & Time Perception • Emphasized "customer-centered design” for actionable innovation.
Some customer executives were sceptical about design-led Account Executives (AEs) hesitated due to perceived • Translated visions into reality using Salesforce's adaptable
ideas not directly tied to business value. longer timelines, favouring faster solutions. platform.

Vision-to-Sales Gap Leadership Priority Shift 5. Metrics-Driven Expansion:

Co-created visions didn't always convert into actual sales, Transition of Ignite's leader raised doubts about its • Demonstrated impact through ACV measurement.
highlighting the need for actionable implementation. ongoing importance. 2. Building Relationships:
• System diagram guided data-backed scaling decisions.
• Recognized value in relationship-building even without immediate • Increased Igniters, improving productivity and influence.
Resource Accessibility sales.
• Large retailer engagement strengthened account team ties.
Team availability issues led to perceptions of difficulty in
working with Ignite.

Perceptions of Design-Led Innovation:

3. Clear Communication:
Time Misconception: Challenges underscore a misconception that Value Communication: External challenges highlight the
1 design-led innovation is time-intensive, potentially delaying results. 2 importance of clearly communicating how innovative ideas translate into • Addressed Account Executives' misconceptions about Ignite
business growth. process.
• Bridged understanding gap for smoother collaboration.
Leadership Support: Internal obstacles emphasize the need for Scaling Considerations: Challenges around resource availability
3 consistent leadership commitment to sustain innovation efforts. 4 indicate the need to address perceptions of scalability for wider adoption.
4. What’s required to effectively operationalise design-led innovation? 5. How would you answer the questions facing the Ignite leadership team at the end of 2015?
Customer– • Ignite's approach involves understanding and addressing customer needs, goals, and challenges. Ignite's strategy highlights the What Kind of Employees to Hire?
Centric significance of aligning design efforts with both customer needs and broader business goals, emphasizing capabilities over products
Approach and focused on what executives cared about most, aligning design efforts with customer value.
• The innovation efforts should be centered around creating tangible business value over theoretical discussions to achieve meaningful
Action Oriented outcomes. This was highlighted by the resistance of some executives who wanted ideas that would translate into business value
rather than just theoretical concepts.

Collaborative • Design-led innovation involves collaboration across different teams and departments. Ignite worked closely with different parts of Diverse Skill Sets Collaboration and Communication Problem-Solving Skills
Approach Customer-Centric Mindset
Salesforce, including product teams, to explore potential solutions and create new products. Such as design thinking, Priduct Collaborate across teams, and facilitate Who excel in critical thinking,
Prioritise candidates with
innovation, business strategy, & understanding of customer needs workshop & discussion with both problem-solving & creative
Flexible to learn • The approach should be flexible to accommodate changes and improve based on evolving requirements. Ignite's success came from domain expertise internal & external stakeholders. ideation
& Improve tailoring their solutions to specific customer needs and industry contexts. For instance, shorter, more deal-specific engagements
were employed in some cases, while longer, research-intensive projects were used in others.
How to Measure Ignite's Impact
Adaptive • The ability to experiment with different approaches is essential. Ignite's teams in different regions experimented with various
Experimentatio engagement models and approaches to learn what was most effective. Ignite expanded its operations internationally and recognized Limitation to ACV (Annual Contract Value)
n the importance of local control for engagements in various regions. •Quarterly Complex •Inadequate
•First-Year Focus •Delay in Realization
Commissions Contributions Measurement
Leadership • Strong leadership support is crucial for innovation efforts to thrive. Ignite's leaders provided cover for innovative projects that
Support deviated from the traditional product development process, ensuring that promising ideas were nurtured. Our Suggestion:

Metrics and • Measurement of success is crucial. In the case of Ignite, the impact was measured based on the ACV (Annual Contract Value) •Customer Success Metrics: •Value Creation: •Long-Term Impact: •Innovation Metrics: •Employee
Evaluation influenced by the design-led initiatives. This helps quantify the value generated and justifies further investment. customer satisfaction scores Revenue growth, cost Long-term impact of Ignite's Quantify the number of Development
feedback from engagements, savings in P&L work by assessing how innovative ideas Acquisition of new
and the extent to which statement or customer successfully implemented generated, prototyped, skills, contributions to
Cultural • The approach needs to be integrated into the organization's culture and processes to operationalise design-led innovation. Ignite's Ignite's solutions meet efficiency ideas continue to drive value and implemented as a projects, and
Integration ability to align its practices with Salesforce's overarching mission and values contributed to its success. customer needs. improvements. for customers over time. result of Ignite's efforts. progression within the
organization.

5. How would you answer the questions facing the Ignite leadership team at the end of 2015?
Could the existing geographic divide and disparities in engagement styles within Ignite's teams create challenges and obstacles as Ignite
continues to grow and expand its services?

•Disparities in •Limited Knowledge Inconsistent Customer •Operational

•Scalability Challenges
Engagement Styles Sharing Experiences Inefficiencies

Yes, the existing geographic divide and associated challenges would hinder Ignite's ability to effectively scale and maintain a consistent level of service quality as the
demand for its services grew. Addressing these concerns would likely involve strategies to bridge the team gap, facilitate knowledge sharing, establish consistent
engagement practices, and ensure a unified customer experience regardless of the team they interacted with.

Regarding international Ignite projects, is regional control the optimal approach for serving customers, or would a unified Ignite entity
that serves all of Salesforce's customers, both domestically and internationally?
Regional control of International Ignite Projects would serve better customers due to faster response, greater agility and adaptability. Thankyou
How to Organize (Regional) and Develop Employees?

Cross-Functional Teams Continuous Learning: Mentoring and Coaching Ownership and Autonomy
Bringing together Providing training, and workshops in areas Establish mentorship and coaching Empower employees to take
individuals with different such as design thinking, innovation programs to help employees grow in their ownership of their projects
expertise. methodologies, business roles
 About the Company
Thingtesting is a digital community that helps people discover and test new direct-to-
consumer brands. The company was founded in 2018 by Jenny Gyllander, and it is

Thingtesting
headquartered in New York City.

Thingtesting's platform features a curated selection of products from a variety of

categories, including beauty, fashion, home, and wellness.

Discover brands, share honest reviews

Positioned as a new type of Consumer Reports for the millennial generation

PRESENTED BY: PRESENTED TO:

Group 10/D Prof G Shainesh, Digital Thingtesting's reviews are unbiased and honest. This gives users the confidence
Marketing Strategies to buy new products without having to worry about being disappointed.

Value Proposition Paths to Monetization

CURRENT VALUE Thingtesting creates value by helping people discover and test new direct-to-consumer brands. The
PROPOSITION Monetization WHAT DOES THIS PROS OF THIS CONS OF THIS SHOULD THIS BE
company does this by providing in-depth, unbiased reviews of products from a variety of categories. Approach MEAN? APPROACH APPROACH DONE?

KEY TARGET SEGMENTS WAYS TO STRENGTHEN VALUE PROPOSITION THE ONE TIME FEE-PAYMENT THE STRATEGY EFFECTIVELY
MONETISING FOLLOWERS BUILDING A LOYAL MODEL WAS UNSUSTAINABLE MONETISES CONTENT WHICH
MEMBERSHIP FOR EXCLUSIVE CONTENT CONSUMER BASE COULD LEAD TO LOSS OF IS NOT ALIGNED WITH THE
NEW AVENUES FOR CONTENT USERS VISION OF THINGTESTING
"Staying true to the vision of the brand in
Millenial Consumers Venture Capitalists wake of the changing value propositions"
HARD TO SCALE

"Building a strong team of content creators HELPS STARTUPS GET THIS MODEL ALSO GOES
NEW BRAND DISCOVERY NEW BRAND DISCOVERY FOR INVESTMENTS MONETISE ACCESS TO AN
ACCESS TO A CURATED SET THIS MODEL DISADVANTAGES AGAINST THE VISION OF
VALUE CREATED PROVIDING TRUSTWORTHY REVIEWS OBJECTIVE REVIEWS ON DTC SPACE who can provide value to customers" NEW PRODUCT EXCLUSIVE COMMUNITY IN
OF CONSUMERS REALLY EARLY STAGE THINGTESTING IN TERMS OF
CREATED A SENSE OF COMMUNITY BUILT A VALUABLE NETWORK DEVELOPMENT RETURN FOR REVIEWS/
BENEFITS BOTH STARTUPS COMPANIES NOT DIFFERENTIATING
TRIALS
"Personalize recommendations to AND USERS BETWEEN STARTUPS
customers and VCs using consumer
COMBINING PRODUCT AND STORY COMBINING PRODUCT AND STORY OF THE
FUTURE VALUE analytics"
INVOLVING CUSTOMERS IN CONTENT BRAND
CREATION BEING A VC HERSELF,
TRANSFORMING TO PHYSICAL MOVING TO PHYSICAL THE STRATEGY INVOLVES A
"Help VCs establish a strong network of CORPORATE MEMBERSHIP TO GYLLANDER WILL BE WELL THE SUCCESS OF THE LOT OF RISK. THE COMPANY
CORPORATE
founders through events and trials" VCS IN EXCHANGE FOR PLACED TO SERVE THIS PLATFORM GETS TIED TO THE IN A WAY BECOMES
MEMBERSHIP
ACCESS TO REVIEWS SEGMENT QUALITY OF STARTUPS RESPONSIBLE FOR THE
Impact VERY EARLY STAGE STARTUPS BENEFIT IMMENSELY FROM THE PLATFORM AS IT GIVES
FILLS A GAP IN VC SPACE SUCCESS OF THE STARTUPS
THEM ACCESS TO A CURATED SET OF CUSTOMERS FOR THEIR PRODUCTS "Create a website since that provides more
on THE POSSIBILITY OF GARNERING CUSTOMER REVIEWS PROMISES TO GREATLY
FOR A DATABASE
credibility and a better user experience "
startups STRENGTHEN THEIR PRODUCT DEVELOPMENT PROCESSES

STAY AWAY FROM ALL FORMS OF

Becoming a platform for a community of consumers driven by curiosity and a passion for the DTC WHAT SHOULD DO NOT MONETIZE ALL CONTENT. CREATE AND TRAIN A COMMUNITY OF
ADVERTISING INCLUDING FROM
FUTURE VALUE THIGHTESTING INSTEAD, MONETIZE CUSTOMER REVIEWS PROSUMERS WHICH WILL DELIVER TRUE
COMPANIES OUTSIDE DTC SPACE AS
PROPOSITION space, while providing new age companies access to customers, and VCs the access to new DO? AND STARTUPS SEEKING REVIEWS VALUE TO NEW COMPANIES
THAT DILUTES THE BRAND
avenues of investing.
 Segregation of Duties Role of offline Thingtesting experiences
Roles that should remain with Jenny & roles she should allow her community to play Omnichannel presence can improve overall value proposition
Scenario at Thingtesting Roles for Jenny
Gyllander was the face of the brand Developing new Building relationship Tangible Product Testing Direct live interactions
Platform Oversight
features with brands Real-time conversations foster a
High number of brands (2K) in database, Touch & feel can improve review
authenticity & brand credibility sense of community and deepens
which would eventually take years for - Gyllander should continue to - Gyllander should continue to - Jenny should continue to build engagement with platform
her to test them all oversee the platform and ensure develop new features for the relationships with brands
that it is running smoothly. platform. - This will help ensure Thingtesting
Jenny was relying on her own experience - This includes moderating reviews, - This will help to keep the platform has access to latest products & that
as a customer, causing limitation on no. approving new products, and fresh and engaging for users. brands are aware of the platform.
of products she could test managing the community.
Enhancing the trust Engaging start-ups & brands Competitive differentiation
Physical events allow customers Brands can gain valuable Offline experiences set
Roles for Community to experience products firsthand feedback, user insights, and Thingtesting apart from
thereby demonstrating brand exposure to a targeted audience competitors and creates a unique
credibility in offline experiences and memorable brand experience
Co-Creation of Review Community Providing
Content Creation
product products Management feedback
- Gyllander could allow her - Gyllander could allow her - Gyllander could allow her - Gyllander could allow her - Gyllander could also allow her
community to help develop new community to curate and review community to create content for community to help manage the community to provide feedback Strengthening Brand Identity Monetization Opportunities
products for the platform. products, providing their own the platform, such as blog posts, platform's community. on the platform, its features, and
- This could involve things like insights and experiences. videos, and images. - This could involve things like its content. Physical events leave a lasting Attendee participation fees and
brainstorming new features, - This would help to create a - This would help to diversify the - This feedback would be impression on attendees and brand partnerships can generate
moderating discussions, potential revenue streams and
testing new concepts, and more diverse & comprehensive platform's content and make it invaluable in helping Gyllander reinforce the community's shared
answering questions, and provide sustainability.
range of reviews, and would also more appealing to a wider range interests and passions
providing feedback on resolving disputes to improve the platform and
prototypes give the community a sense of of users make it more useful for her users
ownership over the platform.

Thingtesting in social media Independence Dilemma

Social media Pros Cons Should it be present? Maintaining independence is extremely important to Thingtesting because of the following reasons

Self-monetization opportunities
High creation and maintenance Users are likely to trust reviews of an
Complete data ownership
costs independent site which aren't influenced
Own website Improved Independence
Website maintenance requires by financial considerations - Thingtesting
Enhanced brand credibility and
additional manpower and skills might lose such users if it is funded by
authenticity
Mission is to "help people make better brands/retailers Maintaining independence allows
purchase decisions" - there is a need to Thingtesting to charge premium as users
Reduced discovery provide unbiased and honest reviews -
Instagram Broad reach to targeted audience are more willing to pay for independent &
Audience migration possibility not possible if funded by brands/retailers honest reviews

Product-platform might not fit well

Professional presence
LinkedIn Content might vary audience
Access to brands
expectations

Difficult to stand-out among Benefit 1 Benefit 2 Conflict 1 Conflict 2

Facebook Broad reach to diverse audience
numerous brands
User trust lead to more Venture capitalists, retailers, It can be difficult to attract Investors, sponsors, and
traffic and engagement - and users are willing to pay a brand to Thingtesting if advertisers may like to work
Demographic alignment with target with a platform that is more
this can be monetized price premium for independent they cannot be guaranteed
Snapchat & audience Content creation requires additional
through ads/affiliate & honest reviews - this can be a a positive review for their flexible with their content
TikTok Different content formats resources and capabilities
marketing sustainable source of revenue oriducts strategies
creates enriched experience
 Investing in Thingtesting
Thinhtesting is a good investment opportunity with some risks to be considered

Good Investment Opportunity Scale Successfully

Strong team with a proven Continue to grow its userbase

track record and close friend group

Addressing a large and Expand the offerings: add

growing market option to buy the product

A unique and valuable Create a sector-wise list through

offering stories for easy accessibility

Currently not a Easy to copy Concern related to

Risks revenue-focused model business model the chosen platform

1. How does Thingtesting create value? How should its value proposition change going forward?
How would you strengthen it?

Unbiased Company
reviews story

Millennial Customer Venture Capitalist Startups

VC
Viewpoint Enhancing consumer choices
Identify early investment Enhance visibility for both
Current with honest, authentic, and
opportunities through filtered customers and investors,
independent product
Thingtesting: Launching a Brand Discovery and Testing Digital value
proposition performance reviews providing
a comprehensive filtering
reviews, focusing on brand and
company stories with
emphasizing improvement
opportunities over negative
Thingtesting is an unbiased brand objectivity reviews.
Community testing for the ocean of DTC startups that
arrive at the market every day, not only
solution.

Provide access to a highly

explaining the product but also giving a Collaborative two-sided reviews Collaborative two-sided reviews
Change targeted customer base
VC perspective creating value for both with customers driving content with customers driving content and influence new product
customers and venture capitalists required and physical product test labs and physical product test labs development through
for hands-on experience. for hands-on experience. shared reviews.
Group 8/F
Target Audience Foster a customer community, Establish an investor
2211207 K L N Sandeepa Sarma ensuring authentic reviews, community for idea-sharing,
Provide opportunities for
2211260 Deepak Pavan How to building trust through increased enabling direct interactions with
targeted customer sample
product trials, and establishing founders and fostering
2211291 Kiranmayee Millennial early
VCs who want to strengthen?
an informative website for authenticity through a
distribution and investor
explore DTC and be meetings to pitch products.
2211312 CH Sai Kiran Reddy adopter customers
early movers enhanced community dedicated website, free from
engagement. influencer noise like Instagram.
2211468 Satya Sai Krishna
2. Which path(s) to monetization should Gyllander pursue? Why? Which paths would you encourage 3. Which roles should Gyllander allow members of her community to play in the Thingtesting process?
her to avoid? Why? Which roles should she maintain for herself? Why?

Monetization Path Pros Cons Comments Current Roles Retaining the role Involving community What to do??
Close friends on Instagram • Uncertain long-term feasibility of non- 1. Company/Product Selection: Gyllander can do the initial research
• Easy short term, difficult long term.
• Creating a highly profitable and recurring membership fee model. After experimenting with various direct-to- process by offering surveys that allow users
• Fails to foster community as intended. consumer (DTC) products within the same Gyllander's ability to assess products is
If the product selection process is
to submit product names they wish to be
Generate revenue by offering exclusive devoted customer base • Ambiguity about willingness to pay for crowdsourced, there is a significant risk of
• Misalignment with the overall vision category, Gyllander eventually settles on confined to a limited scale, after which she reviewed. Furthermore, users will be
content to your followers. One time • Expanding opportunities for user- recurring membership. bias, particularly towards well-known
due to customer differentiation and the one she deems superior, which also can choose one from among them. obliged to provide reasons supporting their
payment of $100 generated content. • Lack of clarity on the type of exclusive products.
content monetization. captivates her with the company's choices for each product, aiding in the
content offered.
intriguing business model. selection of products for review.
• There is uncertainty regarding the • Simplicity may cause biases and reduced
Start-up impact
• Empowering startups to make informed selection criteria for prosumers among trust. 2. Research
decisions consumers. • Strategy deviates from recognizing good Gyllander invests considerable time in Coordinating research efforts among Gyllander should continue to retain this
Generate revenue by offering access to a
• Enabling consumers to access better • Startups are distinguished based on brands regardless of finances. researching suggested products and Conducting research is a demanding and multiple users can be challenging, role. Nonetheless, she has the option to
highly targeted audience who can sample companies. Through interviews with time-consuming endeavor, particularly for compounded by the fact that these users assemble a small team to assist her in
products. their financial capacity to afford the • Unclear support for New Product
products and provide reviews. founders, she gains deeper insights, an individual working alone. may lack the expertise possessed by researching products and conducting
services. Development (NPD) and beneficiaries.
enabling her to present well-informed someone like Gyllander. interviews with founders.
• Simplicity comes with increased
• Currently, no membership plan reviews to her audience.
responsibilities and greater
established. Gyllander's future involvement as the face Thingtesting's core is built on trust, closely
Corporate membership accountability to paying investors.
• Venture capitalists (VCs) and investors • When a service is paid for, expectations
• The strategy carries significant risk and 3. Content Creation of the company is uncertain. Their tied to Gyllander's reputation. Shifting to a
would exhibit a greater willingness to tend to increase. Subsequently, Gyllander develops relevant unmatched expertise is impossible to crowdsourced approach may risk trust and
Offering corporate membership to VCs in responsibility for the company.
pay (WTP) for exclusive content. • Concern is what will happen if the Gyllander faces time constraints that limit
return for reviews on brands and startups. • Any failure to represent brands content tailored for consumers and venture
the extent of their reviews.
duplicate, making them a unique asset. content quality. To address this, Gyllander
suggested brands or startups fail to capitalists, comprising "The Product" and However, the process of verifying reviews is can create a skilled team and introduce a
accurately will result in a loss of trust
meet those expectations. "The Story." resource-intensive and could potentially user review section for community
and credibility.
lead to clutter. engagement and platform enhancement.
Digital Advertising Partnerships
• Simple yet high-risk for brand dilution.
• Non-DTC ads could affect the 4. Gathering Feedback Gyllander should consider involving a data
• The strategy contradicts the vision of After publishing her content, Gyllander Gathering feedback is a valuable means for analytics team that can efficiently analyze
Collaborate with companies outside the organization's credibility and trust factor
• The easiest revenue source with being non-financed and avoiding ads or actively seeks feedback from her audience
Seeking feedback from her audience to
Gyllander to engage with her audience, and vast amounts of feedback. This team can
direct-to-consumer (DTC) space that are built over the years. improve her content might not be the most
minimal effort and risk for the company. promotions.
interested in accessing Thingtesting's • Challenging to identify and remove to enhance her future content. She values its absence might lead to a loss of provide her with valuable insights, enabling
• The risk of brand dilution jeopardizes the input from her viewers, using it as a
efficient use of Gyllander's time.
interaction opportunities. her to take informed actions based on the
audience. guerilla advertisers.
the company's overall reputation. valuable resource for improvement. feedback received.

5. Should Gyllander move Thingtesting off of Instagram? Why or why not? Should she establish
4. What role, if any, should offline Thingtesting experiences play? Why? a digital footprint for the brand on other social media sites such as LinkedIn, Facebook, Twitter, Snapchat, or TikTok?
Why or why not?
Thingtesting's strategy creates a unique platform that fosters trust, community, and innovation. By combining offline Thingtesting experiences with an online
platform, they provide value to consumers, startups, and VCs while maintaining scalability and financial prudence. Moving Off of Instagram Establishing a Digital Footprint on Other Social Media Sites
Pros: Pros:
Combining Offline and Online Interactions Independence: Having Thingtesting on its own digital platform gives Gyllander
Audience Expansion: Different social media platforms attract diverse
Physical Stores: Consumers can physically see and feel products, more control over the brand, its content, and its community. She won't be
audiences. Expanding Thingtesting's presence to other platforms could reach
constrained by Instagram's algorithms, policies, or potential changes in the
enhancing trust, authenticity, and credibility for the brand. future. new demographics and potential followers.
Review Matrix: Offline settings act as a review matrix, allowing users Customization: A dedicated platform allows for more personalized branding, Engagement: Engaging on multiple platforms allows for increased interaction
to interact directly with products and exchange perspectives, building user experience, and features tailored to Thingtesting's specific needs. with followers in different ways, such as long-form content on LinkedIn or short
Omnichannel Experience Monetization: Owning the platform may offer more opportunities for direct videos on TikTok.
a strong community.
• Seamless customer journey through the combination of monetization, such as advertising, subscriptions, or exclusive content for paying Diversification: Relying solely on one platform carries some risks. Establishing a
offline and online channels. members. presence on other sites creates a more diverse and robust digital footprint.
• Leverage print media, blogs, and content writers' reviews
Benefits for Founders
for increased reach and visibility. Cons: Cons:
Product Development: Offline interactions help identify need-gaps
Existing Audience: Thingtesting has already built a substantial following on Resource Intensive: Managing multiple social media accounts can be time-
and valuable feedback from potential customers. Instagram, and moving to a new platform may require time and effort to consuming and may require additional resources or team members to handle
Wider Audience: Founders can showcase their products to a broader transition and rebuild the audience. each platform effectively.
audience, increasing brand awareness. Resource Considerations Discoverability: Being on Instagram gives Thingtesting access to a large and Content Adaptation: Each platform has its own unique format and audience
expectations. Creating content tailored to each platform can be challenging.
• Temporary Physical Presence: Testing effectiveness and diverse user base. Moving off the platform could reduce its visibility to new
User Behavior: Thingtesting's target audience may not be highly active or
potential followers.
demand. engaged on certain platforms, making it less effective for reaching its core
Benefits for VCs Platform Familiarity: Instagram is well-established and widely used. Some users
• Potential for future partnerships with retail locations for a may prefer interacting with Thingtesting on a platform they are already familiar
followers.
Informed Investment Decisions: Physical interactions allow better more permanent presence. with.
understanding of founders' goals, leading to more informed
investment choices. Jenny Gyllander and Thingtesting should wisely remain on Instagram, benefiting from its audience-building and community engagement success. The platform's user-
Expanded Pool: VCs have a broader selection of startups to friendly content sharing and large user base effectively showcase products and engage followers. To maintain content control and reach diverse audiences, Jenny should
potentially invest in. explore self-owned platforms or other social media sites as Thingtesting expands. Embracing future opportunities will ensure their ongoing success and relevance in the
dynamic digital landscape.
 6. How important is maintaining independence to Thingtesting? Why? How does this facilitate and
Social
Media Key Features
Audience Content
Main Purpose
Best Ranked Sites conflict with monetization?
Demographics Format
Platform
Instagram:
Visual-based • Key Features: Visual-centric platform with photo and • Thingtesting's value proposition is grounded in maintaining its independence.
video sharing andstories. Hashtags and Explore page for • Independence allows the platform to provide honest and authentic reviews, benefiting consumers, startups, and VCs alike.
platform for Broad user base, Images, short Visual storytelling, influencer
Instagram
sharing skewing younger videos, stories marketing, brand promotion
content discovery.
photos/videos
• Audience Demographics: Wide user base, particularly
Professional Text-based popular among users aged 18-34, with a focus on Importance of maintaining Independence
Professionals, Networking, job hunting, B2B
LinkedIn networking updates,
B2B audience marketing, industry insights visuals and lifestyle content.
platform articles, videos
• Content Format: Photos, short videos, stories.
Importance for Consumers Importance for VCs Importance for Startups
General social Broad user base, • Main Purpose: Brand discovery, influencer marketing, Unbiased reviews help customers Independence enables showcasing Startups are recognized based on
Text posts, Connecting with friends/family,
Facebook networking diverse
images, videos content sharing, brand promotion
and showcasing products through visual storytelling. confidently navigate brands. startups with limited funds. product quality and business model.
platform demographics

Tweets Independence allows showcasing lesser-

Microblogging YouTube: Unbiased reviews by Gyllander aid VCs Independence provides equal
Twitter platform for short
Diverse audience, (limited Real-time updates, news sharing,
• Key Features: Video-sharing platform with long-form known startups and their best value
updates
real-time news characters), customer support in discovering promising ventures. opportunities for early-stage startups.
images content, vlogs, product reviews, and tutorials. Offers offerings.
Temporary Younger search and recommendation algorithms for content
Snapchat photo/video audience, Gen Z
Images, short Disappearing content, personal
discovery. Pros and Cons of Independence in Monetization
videos, stories messaging, augmented reality filters
sharing and millennials • Audience Demographics: Diverse user base, popular
among all age groups, particularly millennials and Gen Pros Cons
Younger Short videos,
Short-form video Entertainment, viral trends, creative Z. Relying solely on independence may lead to limited and
TikTok audience, Gen Z duets,
platform expression • Content Format: Long-form videos, vlogs, and product Attracts curious investors for platform offerings.
and millennials challenges uncertain revenue streams.
reviews.
Video-sharing
Broad audience, Long-form Video content sharing, • Main Purpose: In-depth product testing, detailed Offers premium lifetime subscriptions for exclusive insights. Misses out on revenue from paid promotional partnerships.
YouTube diverse videos, vlogs, entertainment, educational content, reviews, and engaging with a wider audience through
platform
demographics tutorials influencer marketing
video content. Enhances appeal to VCs, leading to potential funding Refusing collaborations with founders may limit potential
opportunities. revenue sources.

7. Would you invest in Thingtesting? Why or why not? What does the company need to achieve to
successfully scale the business?
Parameters for scaling Additional actions/operations Resource
Case Facts/Existing Strengths or Insights​ Feasibility​ Profit Scalability​ Potential Benefits​
of business​ that firm should take up​ (Cost) Involved​
Low (after Larger customer base,
Audience Size​ Secured 50,000 followers on Instagram​ High​ High​
network effects)​ increased brand visibility​
Conducted successful membership trial
Steady revenue stream,
Membership Trial​ on Instagram with 288 paid members Low to Medium​ High​ Medium​
loyal customer base​
and 1,500 waitlisted​

Organized successful physical pop-up Enhanced brand

Physical Pop-Up Success​ Medium​ High​ Medium​
with 250 guests and nearly 4,000 reviews​ reputation, potential partnerships​

Sponsored Content
Tested membership fees, but long- Diversified income
Monetization Strategy​ Membership Fees Medium​ Medium High​
term strategy remains uncertain​ sources, increased profits​
Affiliate Marketing

Instagram Dependency​
Heavily reliant on Instagram as the
primary platform​

Facing competition from other

YouTube, TikTok, Twitter,
Podcasts, Snapchat, Medium etc.,​

Continue differentiation
Medium​ Medium Medium​
Reduced dependency on a
single platform​

Unique selling
Thank You
Competitive Landscape​ Medium​ Medium Medium​ proposition, increased market
influencers and review platforms​ and adding value​
share​

Mainly focused on product reviews Explore diverse content Attracting a broader

Content Diversification​ Low to Medium​ Medium Medium​
and testing​ formats and topics​ audience, increased engagement​

Enhanced brand
Consider more offline events
Offline Experiences​ Successfully organized a physical pop-up​ Medium​ Medium Medium​ experience, strengthened
and experiences​
community​

Interactive Content,
User-Generated Content (UGC),
Growing community of engaged users More potential customers,
Scaling the Community​ Contests and Giveaways, Low to Medium​ High​ High​
on Instagram​ stronger brand loyalty​
Live Streams and Webinars,
Hashtag Campaigns.

Utilized part-time freelancers, but Efficient operations,

Resource Management​ Plan for increased costs and hiring​ High Medium Medium​
scaling may require additional resources​ improved productivity​
 Q1.) How does Thingtesting create value? How should its value proposition
change going forward? How would you strengthen it?

Value Proposition Changing the Value Proposition Going Forward

 Independent and honest reviews of Direct-to- Personalization of user experience by employing data-
Consumer (DTC) brands driven analytics to improve new product discovery
 Unbiased analysis of new products and telling of the Focus on collaboration to co-create DTC brand reviews
stories of such founding companies with long-time customers and to access new markets
 Helping users discover new brands and creation of a
community of enthusiasts Working towards testing of niche categories and evaluating
 Aggregation, curation and simplification of products product development as a complement to core offering
to help people consume better
Strengthening Thingtesting’s Value Proposition
Thingtesting: Launching a Brand Discovery and Testing Digital Community
Target Groups
Offer opportunities for customer-led testing and create a
DIGITAL MARKETING STRATEGY (Case Submission)  Millennial Customers: Exhibited an eagerness to try community of verified reviewers to maintain quality
new products and wanted to cut through the noise to Assist startups with customer acquisition and open up
GROUP E: validate their choice.
 Investors and VC Firms: Wanted to identify first movers
investor mindset to novel products and brands

with potential to secure early investment opportunities Enhance information delivery mechanisms and build trust
Shubhang Gopal PV Abhilash Rushad Dumasia Subarna Sahoo Diksha Kumari among users by staying true to Jenny’s original vision
and hedge their risks.
2211391 2211410 2211368 2211349 2211239  New Businesses: Desired quick feedback on new
“A brand discovery and testing community devoted to uncovering
product launches to make necessary changes. and exploring DTC brands” – Jenny Gyllander

Q2.) Which path(s) to monetization should Gyllander pursue? Why? Which Sell highly targeted audience base Q6.) How important is maintaining
paths would you encourage her to avoid? Why? independence to Thingtesting? Why?
Startups that are reviewed and tested by Thingtesting How does this facilitate and conflict
can benefit from the insights of Thingtesting's
audience, who represent a highly targeted potential with monetization?
Instagram Close Friends Corporate Memberships through VCs user base, for product development
Social Media Venture
Pros Cons
In May 2019, Gyllander ran a pilot for a subscription Thingtesting's Instagram page had garnered attention Followers Capitalists
model on Instagram's ‘Close Friends’. Members paid from Venture Capitalists actively seeking genuine
High propensity to pay with
a one-time fee of $100 for exclusive access to content insights into new companies, as well as an unbiased Thingtesting will have to Identify CREDIBLE
and discount codes for products tested by evaluation of these companies' products from an
early-stage ventures willing to UNBIASED product
invest heavily on product
carefully navigate privacy first-movers &
Thingtesting. 288 people signed up for the pilot. independent and reliable source. concerns that may arise reviews and Value
development and marketing disruptors early for
recommendations Proposition
sunrise investment
Pros Cons Pros Cons Perfectly coherent with By offering access to its follower to consumers
Gyllander’s vision for Thingtesting base for commissions, Thingtesting
opportunities
The waitlist of 1,500+ followers Managing the community of Higher degree of accountability; of empowering startups will lose its reputation as an
High propensity to pay unbiased source of information. This
suggests that this model could ‘close friends’ at scale risk of reputational loss
create a loyal customer base will weaken its unique value
Non-recurring fees cast Leverage the network of now- Scope for proposition to VCs and followers Independence
A more direct relationship a shadow of uncertainty over turned ‘customers’ for steady cash  loss of independence Objectivity
between the creator and their financial viability influx as investments  conflicts of interest
audience leads to higher  exclusivity concerns
engagement. A smaller, more Splitting content for free access 3rd Party Digital Advertising
engaged community, allows for a and exclusive access could Impact on Monetization
more focused feedback loop on potentially alienate a significant At this stage, we advise against the adoption of the Instagram
portion of your audience
Advertisements can shrink attention spans, cloud the
the offerings. 'close friends' feature, as it carries the risk of alienating the message of content, and be perceived as endorsements.
non-subscribing audience. VC memberships align more The TAM is highly targeted Limits opportunities for
No peer-to-peer interactions; This can lead to brand dilution, which is detrimental
seamlessly with the aforementioned advantages, with the and small; has high collaboration on account
not really a ‘community’ for a social media-based business in its early stages.
potential downsides not anticipated to materialize in this phase. retention & loyal user base of conflicts of interest
 Q3.) Which roles should Gyllander allow members of her community to play in
Q4.) What role, if any, should offline Thingtesting experiences play? Why?
the Thingtesting process? Which roles should she maintain for herself? Why?

CHALLENGES WITH THINGTESTING ROLES FOR COMMUNITY AND PROFESSIONALS A physical presence helps Thingtesting in creating additional value for all three important stake holders
An open forum where community members may share their product reviews and and for Thingtesting in multiple ways.
opinions, enhanced by expert content producers and reviewers for inspiration.
Jenny was the face of the brand and Consumer Thingtesting’s
not Thingtesting
User signs up (Gmail, User gets a product profile with User gives • They can meet and interact with like-minded people with • Consumers helped review the products, which helped
Apple, Facebook) detailed product descriptions honest review
similar needs, which will help them to share their Thingtesting get many reviews in a short span.
There was a limitation on the products perspectives and address common problems effectively. • Increase consumer trust as consumers actually experience
that she could test since she was • They will have physical evidence of the product how the testing is done.
relying on her own experience as a Review gets moderated by
reviewed, increasing their trust. • It creates an Omnichannel experience that helps them
Review is open for
audience rating the Thingtesting team • They can interact with the founders of the product, which know the user’s needs.
customer
will help them to increase their knowledge of the sector. • Helps to build better connections with close friends group
Based on 2000 DTC brands in PROS
Jenny’s database, it would take her Complemented creation • Value is jointly created at several points of VCs DTC Companies
tens of years to test all of them with community interaction
• A conversation between consumer and • They get to know about the potential new companies • Offline user interactions help in better understanding
• Adopt a co-creation method and consumer communities is possible without much research. consumer needs & white space.
use it to decide which brands to • will also assist VCs in determining which • They get to interact with the founders and understand • Gives companies more options and better evaluation.
ROLES FOR JENNY try. their goals easily and anonymously.
brands are appealing to consumers • Increase Brand awareness.
• Filtering will be assisted by user
• The final decision regarding the testing should be votes on which items should be Problems
made by Jenny.
Solution
evaluated. CONS
• If the review process is crowdsourced, the reviews' • They can use “audience score” to • Competitors may leave numerous negative • Physical presence needs more resources in terms of • venture into tying up with retail locations have a more
accuracy will also need to be moderated. find the best brands for Jenny comments of a product finances & manpower. permanent physical presence
and the team to test. • Any review's accuracy must be moderated • Consumers, founders, and VCs have limited time in store.

Q5.) Should Gyllander move Thingtesting off of Instagram? Why or why not?
Q7.) Would you invest in Thingtesting? Why or why not? What does the company
Should she establish a digital footprint for the brand on other social media
need to achieve to successfully scale the business?
sites such as LinkedIn, Facebook, Twitter Snapchat or TikTok? Why or why not?
Things to looks at while investing
Instagram as a platform LinkedIn Facebook There is promise in the value proposition of the brand. The idea is unique and is
Recommendation:
• Prime channel to drive growth (10k to 40k followers in 2019) Target audience: Target audience: Boomers • Market potential: DTC space was flooding. VCs had useful to multiple stakeholders. However, the revenue stream is not fixed yet and
Keep using Professionals 30-45 25-35 poured more than $3bn into over 400 brands since 2012 scalability depends on the future team and platform decisions that need to be
• Diverse reach of audience. 500Mn. active daily users.
Instagram as a • Unique Value Proposition: Only platform which is taken.
• Targeted content due to algorithm (79% of people voted for
primary growth- Purpose: Purpose: curating and aggregating products without sponsorship. Investment is a good option for any of the following investment mindsets:
Instagram for influencer campaigns)
• Control over not posting any negative reviews. driving channel • B2B- pitching new ideas • Influencer marketing- This merit-based list was useful for both consumers and
to professionals 46% respondents choice 1. No expectation of huge returns at least in the near future
• Most popular social media channel. Most users are below VCs to find new businesses.
• Professional links- • Community building 2. Helping/finding young startups and bringing impact in the landscape
the age of 34. Many new businesses started on Instagram. Invest in your own • Revenue streams: Multiple potential revenue streams
Could be used for VC and relationships. 3. Early stage experiments in this kind of unique business
digital platform to from businesses, consumer base subscriptions, and 4. Terms of investment Indicate that Thingtesting has plans to implement
community Family WOM marketing
build community businesses. No particular revenue stream as of now. changes in terms of staffing, scaling, and revenue models in the near future
Own digital platform and collaboration on
• Content- long posts • Local marketing and
• User engagement and retention: 40k follower base.
ads
• Easy to follow the format of GoodReads or rotten tomatoes content creation Many people are on the waitlist to become close friends.
• Community building. Option for people to talk to each other TikTok Can increase user base by spanning to other platforms Requirements for scaling
Include other social Twitter
• Away from the influencer tag as well.
• Collaboration on content- with other experts and community media sites for Target audience: Educated, Target audience: Gen- Z • Competitive Landscape: Differentiated content from
members posting content to opinionated 18-40 18-24 other influencers. First mover advantage in becoming a Monetization strategies: Implementing a revenue model soon will help generate
• Can be used to find out audience choice of best brands to increase brand curation platform. money and will increase VC’s trust. Which can also help raise more funding.
be reviewed presence and target Purpose: Purpose: Expanding team: Moving away from the sole creator to a team of creators. Also
• Opinions- discussions • Scalability: Current team capability, low staffing and
• Intermediary platform between founders and close friends different types of • Influencer marketing- utilizing a community of close friends as co-creators or streamliners
and insights, news Jenny being the sole voice of the team aren’t scalable.
regarding feedback customers for An emerging platform for Community building: The followers are not yet able to talk to each other and
• Feedback- can use for Team dynamics need to change. Need for marketing as

-
different products. youth create bonds. Providing a platform to engage them.
product or content • Staying relevant to the well. Continuous innovation: Trying out different business models and pivoting at the
By choosing to move off Instagram, a 40k follower base will be Can leave
• Community young generation • Team drive: So far the team has been driven to follow right time to make sure the core values of Thingtesting are preserved while
lost along with monetization opportunities. A new platform will Snapchat( least engagement
preferred for • Content- similar to their value system and not getting sponsorship for expanding its horizons.
require significant investment and consistency to be able to • Content- short posts.
marketing) Instagram reviews. The same drive needs to be instilled in the
monetize in a few years. Cannot post long reviews
bigger team when scaled.
 UNILEVER INTERNATIONAL
What are the key differences between the way Unilever International (UI) approaches marketing versus the way a more traditional
Digital Marketing Strategies-Term 4 consumer packaged goods operation?

COMPARISON B/W UNILEVER INTERNATIONAL & TRADITIONAL

100%
Aspects Unilever International Traditional Marketing of Consumer Packed Goods
Products Focused on exploiting the group’s ”white spaces” of Modern
Focused on core brands, core customers and
Trade
Geographies
Brands Remote marketing of 120+ brands in 100+ Traditional OpCos was focusing on small
countries number of brands in its country
Communication Channel Primarily Digital Media Traditional media such as Offline marketing,
User generated content radio, TV ads, billboards, print, broadcast,
(But customers can skip ads) direct mail, phone
Local vs central activations
Human Resource Team of 15 people Individual marketing team required in each geography
Case Analysis by: Digital Marketing at Unilever International Cost One fourth the cost better ROI Mostly money spent on Offline marketing, Expensive
Group – K Feedback Unbiased feedback from customers Possibility of biased feedback from customers
Sharon Tincy B S- 2211426
Shruti S-2211501 Promotion Through Facebook, Instagram, YouTube based on Television ads or shows & offline retail stores
Priyamvada – 2211416 the target segment chosen etc.
Vignesh–2211139 Social media influencers.
PT Mohan-2211339 2 1.

UNILEVER INTERNATIONAL
UNILEVER INTERNATIONAL
What is your assessment of UI’s approach to buying and targeting digital media? Do you think there are potential pitfalls to relying so
Do you think UI’s use of online experiments is effective and useful? Where do you think such approaches could be used by more heavily on digital media?
traditional operations?
Assessment – UI’s targeted digital media spends – positive move
Yes, Use in traditional operations
• A/B testing and online panel surveys proven to be
100%
Test success using A/B testing precisely with limited budgets in non-core brands, as compared to OpsCo
100%
Focusing on digital Media buying & targeting enabled UI to reach millions of underserved customers and drive conversion & performance more

effective and useful Result? UI is able to reach 120+ global brands, across 100+ countries, by a team of 15 persons based out of Singapore.
• It allows to test different product concepts and Ad customization on digital bill-boards Measure success of telephonic calls
of Modern of Modern
- Type of Ad Trade Trade
receive real-time feedback from consumers, - Variations in script PARAMETERS REMARKS
enabling them to make data-driven decisions and - Contains product image - Discounts
iterate quickly. - Messaging Remotely Building Brands Real time feedback, fast, agile, lean methods of testing & implementation
• This approach is four to five times faster and 90% - Time of the day A/B Testing Cost-effective, scalable Ex: St.Ives relaunch in Malaysia
cheaper than traditional offline market research - Location based updation
methods.
Centralization UI automated & centralized its buying of digital media through 4C. UI’s digital media multichannel
• Unbiased customer feedback via market surveys
approach – Instagram, Facebook, Twitter & Amazon
Constant feedback - Daily Report of media spending, exposure, CTR & comments
Increase in
Product Country
Market Share Cost Optimization Less spends per launch, Better ROI, Dynamic Investments – due to daily tracking of results, overall total
advertising budget dropped by 20% even when UI is doing more launches [250 launches in 18 months]
St. Ives Philippines 4%
Challenges -
Best Foods Mayo New Zealand 2% (41% prior) Market Share St. Ives, 4% market share & ranked fifth in the market in Philippines
Attribution of conversion is difficult
Effects of time on test results Vaseline, 13% market share & number 2 in its category in Korea
Pears Soap UK 6.7% Best Food Mayonnaise, market share grew from 41-42% to 43% in New Zealand
3 2. 4 3.
 UNILEVER INTERNATIONAL
UNILEVER INTERNATIONAL
What is your assessment of UI’s use of influencers and user-generated content? What are potential issues with this approach?
What is your assessment of UI’s approach to buying and targeting digital media? Do you think there are potential pitfalls to relying so
heavily on digital media? Assessment – UI’s use of influencers & User Generated Content (UGC) - a clever move

Authenticity & Trust ▪ Authentic than paid advertisements - real-life experiences & recommendations.
Potential Pitfalls?
100% ▪ UGC + PR - credibility on a regional scale Eg: Social Messages 100%
PARAMETERS REMARKS ▪ Micro influencers over top influencers with big names
of Modern Type of Influencers ▪ Close-knit communities - higher engagement rates of Modern
Control over Digital • Tradewill not be enough to sustain
Ad saturation, lack of tangibility. After a point, incremental efforts ▪ Audiences relate with micro influencers (strong local presence) on aTrade
personal level
Environment a memorable experience for consumers
Targeted Reach ▪ Micro influencers often specialize in specific niches, interests, or localities.
• Vulnerable to algorithm changes (Eg Instagram algorithm), which can affect visibility & reach,
▪ Allows brands to target a more precise and relevant audience
negative publicity
Costs ▪ The only associated costs are trial kit costs (a fraction of the Market value of $500)
Dependency • High dependency on 4C
• Feedback received from the agency is restricted to consumer behavior in the digital space
• Performance information is delayed from in-country teams as digital is centralized Potential Issues
Loss of Control ▪ Brands might lose some control over the messaging and content
▪ Could lead to inconsistency or misalignment with brand values
Geographical Factors • Difference in performance of digital in few countries compared to others
Ex: Marmite sales performance in Malaysia Vs Singapore Brand Defamation ▪ If influencer linked with brand is caught in a negative activity, risk of brand defamation is high
• Digital marketing approach proved expensive & not sustainable in few countries compared to
others ▪ Scaling a campaign with micro-influencers might require more coordination & management efforts
Ex: Peer’s soap marketing in Australia Scalability compared to working with a smaller number of macro-influencers.

5 3. 6 4.

UNILEVER INTERNATIONAL
UNILEVER INTERNATIONAL
In the future, UI plans to use talent sourced from open platforms to carry out tasks, such as creative development, that are currently
The case suggests that digital marketing is limited in its effectiveness and needs to be paired with other measures – public relations,
carried out by creative agencies. What do you see as the pros and cons of this approach?
experiential engagement, radio, outdoor advertising – to push market share past a certain point. Do you agree?

Pros Cons
100%
Overall recommendation – Yes, strategizing omnichannel marketing strategies and diversifying spends is more effective Reduced Expenses – Need not pay fixed salaries or employee 100%
Confidentiality Issue – UI may need to share sensitive information to
Rationale - As and when more companies begin to target audience digitally, consumers are bombarded with a sheer volume of digital benefits. Most of them work remotely so overhead company get desired outputs but there can be a risk of data leakage
marketing tactics, “banner blindness” and “advertising fatigue” sets in. of Modern costs are reduced of Modern
Trade Trade
Benefits: Quality and Consistency: Maintaining consistent quality and creative
• Staying in touch with the pulse of the consumer, improving understanding of target audience Linguistic Benefits - Hiring a local & a native language speaker
direction can be challenging when working with a rotating pool of
• On-ground insight gathering, consumer behavior analysis for on-field market research/ creative Development helps
freelancers from open platforms.
• Diversifying marketing spends to reach a wider audience for specific marketing goals understand the market and culture better
• Integrative marketing approach, combining marketing tactics to create a compounded synergistic effect Lack of Focus - Outsourced workforce often works with multiple
• Preventing marketing saturation due to employing digital marketing strategies alone clients at the same time. This can often result in underwhelming
Flexible Workforce: Allows for more flexibility in terms of results
project-based work and scaling up or down based on specific Brand Understanding: Freelancers may have limited familiarity with
needs, without long-term contractual commitments. the brand's values and long-term goals, leading to misalignment in
creative output (misinterpretations)
Diverse Expertise: Access to a diverse pool of creative talent
from various backgrounds, cultures, and experiences, which Project Management Complexity: Coordinating and managing a
can lead to fresh & innovative ideas, that may not be readily decentralized workforce from open platforms may require additional
available within a traditional agency. time and effort compared to working with a single creative agency.
Pepsi’s Taste Test Coca Cola India-Pakistan “Small World” 93.5 Radio FM Ads Look at me – Phygital Campaign,
7 Women’s Aid 8 6.
5.
 UNILEVER INTERNATIONAL
UI is contemplating picking five cells (a product in a country) and increasing investment levels massively to grow market share. Do you
think this will work? What challenges do you think this approach will present?

Well, it depends.
If the following challenges are addressed, it may be a success
Unilever International
of
Modern
Digital infrastructure: Digital (especially internet) penetration in Trade
Brand perception: Existing image that the brand holds in that
the country would play a major role in determining the success of
country may influence the outcome of the campaign
the campaign

Group 4J
Product Identification: The current marketing model may not Coordination between channels: Different/ Misinformation
work for products/cells considered. It is advisable to perform a through various channels simultaneously might tamper with the
pilot testing before investing massively. (Experiential products) brand value Digital Marketing Strategies

Aditya Shah
Aditya | 2211069
Shah | 2211069
Country fit: Competition: Bhavini
Bhavini Bhatnagar
Bhatnagar | | 2211XXX
2211308
• Understanding the demographics, culture and preferences of • Likely to attract the attention of competitors who may Shikhar Sachan ||2211XXX
the country of interest is important. respond with their own aggressive marketing strategies.
Shikhar Sachan 2211122
• Check availability of skilled local professionals to relay • This could lead to intensified competition, price wars, and a StutiStuti
Jain | 2211432
Jain | 2211432
information across borders. more challenging market environment. Vatsal Mankodi
Vatsal Mankodi ||2211104
2211104
9 7.

Is UI’s use of online experiments effective & useful? Where can such approaches be
What are the key Differences between Unilever International and Traditional OpCos ?
used by more traditional operations ?

Metrics/Parameters Unilever International Traditional OpCos

UI’s Online Experiments Applications in Traditional Operations
• Focuses on “white spaces” within Unilever such as non-core • Focuses on core brands &
Online A/B testing as primary method for market
geographies, brands, consumer segments, channels & strategies within specific
Focus & Scope research
customers countries Product Development: Before launching a new product
• Markets ~10,000 SKUs from 120+ brands in 100+ countries Real time exposure of concepts, brands, & ideas in a or variant, companies can use online experiments to
social media environment gauge consumer interest and preferences
Approach to Complexity • Embraces & manages complexity • Avoids complexity
Utility & Effectiveness of UI’s Experiments
• Steady growth focused on core
Growth & Success • Rapid growth, builds “Big business of smalls and bigs” Marketing Campaigns: By testing different ad creatives
areas Cost-Efficient: significantly cheaper than traditional or marketing messages, companies can determine which
• Emphasizes on digital marketing • Uses large, professional methods resonates most with their target audience
Marketing Strategy • Uses third party resources & open talent platforms to gain marketing team and utilizes Speed: A/B testing is 4 to 5 times faster than traditional
leverage, cut costs & grow faster significant budgets methods
• Highly innovative and agile, using digitalization to create new • More conventional and possibly Pricing Strategies: A/B testing can help determine the
Innovation & Agility Rapid Real-Time Feedback: UI can gauge consumer optimal price point for products
tools and processes, and embracing entrepreneurial pursuits less agile
reactions & adjust their strategies accordingly
• Central digital marketing allows access to global markets from
• Assumed to be more Flexible: Opportunity to test multiple hypotheses
Singapore Website and E-commerce Optimization: Traditional
Digital Marketing conventional and less reliant on
• Utilizes A/B testing, digital media buying, and open talent simultaneously to ensure informed decision-making
operations with online storefronts can use experiments
digital tools
platforms for market research and creative development Targeted Marketing: enables precise targeting, ensuring to optimize website layouts, product placements, and
• Uses traditional channels such as that the right audience views the content checkout processes
Customer Engagement • Uses digital channels to target specific consumer segments
TV ads
What is UI’s approach to buying and targeting digital media. What are potential pitfalls How does UI use influencer and user-generated content? What are the potential issues
of relying heavily on digital media ? with this approach?

UI’s approach to buying and targeting digital media Potential pitfalls of relying heavily on digital media Influencer and user-generated content

Authenticity & Credibility: Working with nano or micro- Mass-media &

A A A Privacy Concerns: Stricter regulations and user backlash cultural
Brand B Brand B Brand B
against data breaches can impact Unilever's ability to utilize
consumer data for targeting effectively.
4.6K influencers helps target its audience in a focussed manner.
This engagement is stronger as those influencers are not
perceived to be commercialised yet.
influencer-
based meaning
C C C Platform Dependence & Algorithm Changes: Algorithm
updates can alter the visibility and effectiveness of Unilever's Cost-effective marketing: Compared to traditional Firm-
User-
digital ads, necessitating constant adaptation. advertising, influencer collaborations and UGC campaigns Co-created
UI shifted from one-to-many communication, to one-to-one & many-to- generated generated
can be cost-effective on a per-impression basis brand
many communications to help increase consumer touchpoints brand brand
Loss of control over brand message & co-creation of brand meaning
meaning meaning
meaning: Consumers on digital platforms interpret the brand
UI’s approach to buying and targeting digital media has helped it to in their own ways and publicize their co-created brand
Increased Relatability with small influencers: Big influencers
Use of influencer and user-generated content has led to the interaction of
reduce costs and increase ROI. images. This can lead to a loss of control if co-creation is not
directed correctly
3M do not really know who they are reaching. When the
following grows above the critical mass, these influencers
lose touch.
these three forces in the formation of brand meaning in the perception of
the customer
Campaign 1
4Cinsights.com Campaign 2 Ad Saturation & Ad-Blocking: The rise of ad-blockers can Potential Issues with the approach
significantly reduce reach & impact.
Campaign 3
Quality Control: User-generated content may vary in quality,
Transparency and Disclosure: Disclosure of paid partnerships
which can impact UI's brand image, which is further exacerbated
with influencers leads to loss of credibility of the message
The approach helps UI in tailoring and monitoring digital spending and investments by the loss of control over the brand messaging.

Should Digital Marketing be complemented with Traditional Marketing to What are the pros and cons of using outsourced talent to carry out brand marketing
increase market share beyond a threshold? related functions?

Diversified Audience: The target audience may belong to different demographics, leading to different preferences of
communication channels. Complementing digital campaigns with other measures will allow UI to reach a broader Tasks which can be sourced from Pros of Talent Sourcing from Open Platforms Cons of Talent Sourcing from Open Platforms
audience base. open talent platforms
Diverse Skillsets Management Complexities
Access to a diverse pool of freelancers and Managing decentralized freelancers can be more
Creative Analytics and
Building a holistic Brand: For products with higher experiential value, the case describes the product, "Best Food specialists with a wide range of skills, time consuming and complex than a single
Development Data Insights
Mayonnaise," offered to the audience via food trucks. It allows the target audience to experience the product, creating agency
brand recall, trust and positive associations. Field Robust Selection Process
Expert Cultural Alignment
Marketing Freelancer Ratings and reviews available, Option
Insights Freelancers might not fully understand or align to
Research to conduct contests to get top ranked talent.
Local and Niche targeting: In some instances, traditional channels like radio and outdoor advertising can effectively the company's culture, values, and brand identity
target local or niche markets where digital presence might be less prominent. For example, in rural India,
"Kan Khajura Tesan" was targeted toward audiences in media-dark areas. Some popular talent sourcing Flexibility Security and Confidentiality
platforms used by UI Ability to scale workforce up and down whenever Sharing sensitive company info. with freelancers
needed. Better fluctuation handling. can pose security and confidentiality risks.
Saturation and Digital Noise: The digital landscape has become increasingly crowded. This high level of competition
can lead to ad fatigue and decreased engagement. This would increase wasted ad spend. While digital ads are effective Multi- Cost Efficiency Quality Variation
for retargeting, initial customer acquisition might need traditional advertising to cut through the noise. Functional More competitive market rates than agencies. The quality of work and reliability of freelancers
Talent Pool Cost savings for short term project specific work. can vary significantly.
Challenges with Feedback: The company might have gaps in understanding user behavior. Ground-level information is
used for recalibrating current campaigns and redesigning future campaigns. This information can only be established Localization Fragmented Services
with the help of offline campaigns. Specialized Gateway to get specialized region specific talent Individual freelancers cannot provide integrated
Talent to get local advantage solutions with industry insights like an agency

Both Digital and Traditional Marketing will be required to attain scale beyond a certain threshold
Will Increasing investment levels lead to faster growth?

UI’s success in selecting 5 product cells is The potential pitfalls of this approach may be
contingent on: categorised as: Unilever International
Budget Allocation: The budget must be large enough Scalability: What works for a niche online segment of
to carry out a both digital and offline activities, but users, may not be scalable to the masses, since demand
must also take into account the size of the market may only exist in microsegments. Thank You
Divergence in customer behaviour across channels:
Identifying Product Market Fit: The product cells
selected must be tested on the market in question
Customers may voice their opinion in one direction
online, however may behave differently offline. This is
Group 4J
before ramping up spending.
due to the social visibility of activity on platforms like
Facebook, Instagram etc. Digital Marketing Strategies
Experimentation before throwing money at the
problem: There is a feasibility limit to running parallel Desensitisation of the customer: The customer may
Aditya Shah | 2211069
experiments. Therefore additional budget may be used choose to “tune out” future marketing efforts due to
to accelerate experiments, leading to loss of ROAS saturation Bhavini Bhatnagar | 2211308
Shikhar Sachan | 2211122
Stuti Jain | 2211432
Therefore, UI’s efforts in ramping up investment may work, given careful selection of product cells and slow ramp-up Vatsal Mankodi | 2211104
of budget spending.