Business Risk Case Study Ba33

Business Risk Case Study - Ba33 Deciding the Time Cycle for Risk Measurement “ Business Risk Management” Series By Sandip Sen & Katerina Voutsara

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[object Object],[object Object],Case : Risk Measurement for the product launch of an aerated soft drink. Project Name : Zephyr Vertical : FMCG Domain : Marketing & Advertisement Deliverable : Brand launch of a new soft drink Vehicle : Promotional campaign for the launch Association : Taste association with Brand name Taste : Tangy, “zyzy” taste at the tip of the tongue Campaign : A promotional campaign to match the unforgettable “zyzy” taste Case Study of product launch of a soft drink brand . (In continuation to our previous presentations Ba31 & Ba 32)

Case study: Ba 31 and Ba 32 discusses the frame work and the terms of reference and part of the route mapping till Boundary conditions. ,[object Object],[object Object],Product Quality : A fizzy drink blended with a salt that is mildly pungent and tickles (irritates) the skin at the tongue tip for a few minutes. A matching promotional campaign that creates the feel Project Cost : Launch cost US$45 million Project Time : To kill point in 20 weeks Risk : Insignificant market response TERMS OF REFERENCE

[object Object],[object Object],http://tinyurl.com/lnkv9h Drawing the Route Map The Scope Constraint The fizzy Drink Identifying Variables Taste attributes Promotion Attributes Adapting on route map Sample tests For taste co-relation For promotion success Do segmentation Taste segments Physical sampling Chemical tests Promotion segments Brand Recall Market Survey Boundary Conditions Taste attributes Fizzy, Tangy, Pungent Promotion attributes Too verbose, poor recall Strategy attributes Rival product launch

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References: The Project Management Time Cycle – Vol. I TIME CYCLE MODULE: From concept to feasibility ISBN 1440493332 (find at Amazon) Economy to Ecology: Our goal is to help promote clean, safe and better practices in economy and ecology worldwide. Balanced, efficient and a little more sustainable. Kindle Blog Ecothrust ASIN: B0029ZAUAY Acknowledgements: To our Art Director Katerina Voutsara To Google, flickr and other image sources. For any queries mail to Sandip Sen [email_address]

Other presentations in this series Business Risk management Series http://www.slideshare.net/SandipSen/living-dangerously-managing-risks-in-business-ba01ppt Business Risk Case Studies Ba31 http://www.slideshare.net/SandipSen/business-risk-case-study-ba31 Business Risk Case Studies Ba32 http://www.slideshare.net/SandipSen/business-risk-case-study-ba-32-1751378

Business Risk Case Study Ba33

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Business Risk Case Study Ba33