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CUB PROJECT image (Business Model (Resources (Sales team, Breweries,…
CUB PROJECT
Project Brief
Scope
Focus on consumer’s desire
consumers age over 18
Outcomes
a concept we can commercialize
capture and utilise data in meaningful way
Fast and confident decisions
Sell a product consumers actually want
Written and Oral Reports
Objectives
understand customers' desire for new product
create scalable and repeatable framework
Business Model
Value Propositions
Bringing people together for a better world
AUS no1 consumer packaged goods company
Simplicity
Meaningful brand experiences
Revenue Stream
Sales
Merchandise
Insights & Analytics
Resources
Sales team
Breweries
Technology
Distribution
Brands
Global Teams
Consumer Insights
Stakeholders / Key Partners
Market Research
Analytics
Consulting
Media & Design
Suppliers
External/Expertise Stakeholders
Channels
Off-Premise
Coles
Woolworths
Independents
On-Premise
Direct to Consumers
Business-to-business
Cost Structure
VILC/Production/Logistics
Sales/Marketing
Tax Excise
Customer Segments
Women
18-24 year olds
55+ year olds
Pairing beverages with meals
Retaining the core (men)
Research
Innovation
Concept Ideation
Concept screening
Analyse data
Interviews
Desk Research
Field
Interviews
Customers
On-premise businesses
Retailers
Marketing Agencies
Consumers
Accelerators
Shoppers
Influencers
Observations
Successful Brand Pilots
7 Pillars of shopper behaviour
Consideration funnel
Awareness
Consideration
Trial
Loyalist
Validation
Concept Validation
Develop
Iteration
Background
Desk Research
Social Network Data
Consumer Data Acquisition
Start-up strategies
Interviews
CUB Team
Current Strategies
Define scope
Marketing
Insight into competition
CIE Reading Materials
JTBD Hypothesis
Consumer JTBD
Shopper
Easily accessible
Distinction between shopper and consumer
Products that the consumer desires
CUB JTBD
Scalable Framework
Eliminating risk
Cost Effective
Save resources in expansion = saving money
Improve accuracy of data analytics
Improve customer and consumer relationship
Customer
Incites excitement in new products
Increase sales for channels
Team's Way of Working
Communication
Microsoft Teams
Group chat
Team meetings (Thu 1-3pm)
Discussion
CIE Class
Use everyone's strength
Belbin test
