1. iGIP Market Research Team

2. What is Happening with iGIP in IGN?
1400
1200
1000
800
600
400
200
0
TNs Raised
2009
2010
2011
2012
2013

3. Organisational Value
Market Value
Individual Value

4. Our Value in the Market
Long-term leadership pipeline
and impact on the world
Competitive talent advantage
for tomorrow
Short-term talent gap solution

5. Our Value for the EPs and Our Members

6. The Story of AIESEC in
Spain

7. Organizational Value:
A young person witnesses
and contributes to
responsible and
entrepreneurial leadership
overcoming the environment
Market Value:
Individual Value:
Entrepreneurs can sell their A young member learns sales
products in international and delivery, and learns how
markets, survive, and support to contribute to society
Spain’s economy
through market solutions

8. To grow our product and develop leadership
in every experience we have to raise TNs in
meaningful industries where the EP has an
impact on the world.
How do we do that?

9. If you had 1000 AIESEC trainees coming to your country, in which
industries would you want to place them?
Because their experience would develop leadership.
Because they would make an impact on society.
Because our members would see their contribution to society.

10. Market Segmentation Process
Relevant Market Segment
Industry Talent Needs
In what industry
can you
develop leaders What are the
who will have a talent needs in
positive impact that industry?
on society?
JD that Develops Leadership
What can the
EP do that will
develop
leadership and
serve the
industry’s talent
needs?
Supply
Do we have
the EP supply
to fill this
need? Where
are the EPs
from, and how
can we match
with them?
BO Alignment
How do we
align our
marketing and
TC to sell and
deliver these
experiences on
a major scale?

11. IGIP MARKET RESEARCH
STRATEGY - IGN

12. IGIP Sub-products for IGN
Healthcare Pharmaceutics
Education –
Private Institute
and High
Schools

13. Relevance of Healthcare-Pharmaceutics
•
―They (pharmaceutics) have enjoyed strong growth in Latin America because they
enable even the poorest people in the population to have access to medicine.‖ –
Wharton Upenn
•
―In 2009, the research-based pharmaceutical industry contributed around 75 % of
the R&D funding for tuberculosis, malaria and dengue.‖
• In 2010, the number of medicines in development for particular disease areas were:
– Cancer: 878
– Cardiovascular disorders: 237
– Diabetes mellitus: 193
– HIV/AIDS: 81
– Rare diseases: 303

14. Relevance of Healthcare-Pharmaceutics
•
―A glance at the situation in different countries illustrates the seriousness of the
poverty situation. In El Salvador, nearly half the population living below the
poverty line and there is a high level of disparity between those living in urban
and rural areas. Panama is considered a mid-high income country and yet 40% of
its population lives in poverty. In Brazil, the median income of the wealthiest 10%
of the population remains 30 times greater than that of the poorest 40%. These
disparities also create different healthcare challenges.‖ – MarketResearch.com

15. Facts about the industry
•
The type of pharmaceutics in Latin America are: R&D (Research&Development) and
Manufacturing of generic medicines.
•
Espicom Business Intelligence predicts that the region's eight major markets — Brazil,
Mexico, Argentina, Chile, Colombia, Cuba, Peru and Venezuela — will represent a retail
value of $80bn in 2013, up from $50bn in 2010. Sanofi, followed by Novartis and Pfizer
are the three top companies in Latin America, but local EMS, Ache Labs, Eurofarma,
Roemmers and Neo Quimica – all generics firms – are among the 20 largest by market
share.
•
The main challenges for drug companies come from four areas. First, they must deal with
competition from within and without. Second, they must manage within a world of price
controls that dictate a wide range of prices from place to place. Third, companies must
be constantly on guard for patent violations and seek legal protection in new and
growing global markets. Finally, they must manage their product pipelines so that patent
expirations do not leave them without protection for their investment.

16. Facts about the industry
•
The region needs to increase drug access, in spite of intensifying cost-containment
measures. Therefore, attractive opportunities for (bio)pharmaceutical producers exist in
Latin America. Brazil has the largest pharmaceutical market. Strong economic
performance will fuel pharmacy sales growth in the forecast period. Mexico is the second
leading market. Recent regulatory developments will create further market opportunities
in the country, particularly for generic producers in both the private and public sectors.
In Argentina, the pharmaceutical industry is expected to perform well in the coming
years, with strong growth in production, sales, exports and employment.
•
Looking in Job Markets and pharmaceutics websites, the most vacancies were for
Chemical Engineers, Project Management, and Marketing/sales.
•
Nowadays, pharmaceutic companies need to know how to target their generic medicines
among Latin America’s population.
•
Companies already working with AIESEC: Novartis, Pfizer, Roche, Sanofi, Recalcine…

17. Facts about the industry

18. Facts about the industry

19. How to target these companies?
•
Research for the Pharmaceutical chambers developed in your country in order to protect
these industries.
•
Seek for any warm contact within these industries: ALUMNI, Member, Friend, Relative…
•
Attend to networking events, conferences related to healthcare, medicine or those
topics.
•
Look for Best Case Practices among pharmaceutics already working with AIESEC in
Latin America.
•
Research on Job Markets or HR Fairs where these companies can be recluting.

20. Added Value of sub Products
Marketing/
Sales
Chemical
Engineering
Project
Management
Main Value
Proposition: Offering
the interns they need to
target their products
within Latin America or
other regions as well
Main Value
Proposition: Providing
entrepreneurs and
proactive trainees in
the chemical field in
order to contribute to
the research and
development field of
the industry.
Main Value
Proposition: Offering
the interns with a global
vision which can give a
proper follow-up to
current projects or Kickoffs of the company.

21. Leadership in this experience
• Trainee is contributing for the well-being of Latin America through participating in the
Healthcare sector. Therefore the trainee can feel that its contribution is really having a
strong impact in the region.
• Trainee’s participation within the Pharmaceutic industries is reliable for the development
of new medicines and markets.
• Trainees will develop skills and abilities through the daily performance of their Job
Descriptions.

22. Supply of Talent
Country
Marketing
Country
Chemical
Engineering
Country
Project
Management
Brazil
153
Tunisia
63
Brazil
120
Mexico
104
Colombia
33
Poland
105
Colombia
99
Mexico
27
Romania
70
Argentina
59
Egypt
24
Tunisia
69
Spain
56
Brazil
22
India
64

23. Challenges to Overcome
• Industries may not see the added value working with AIESEC. Be emphatetic and state
the added value that the interns will bring to their company and the impact we can bring
together to Latin America. In addition, you may want to mention a few partners related to
their field.
• If the company has worked with AIESEC in the past and has a bad impression you must be
careful since they have lost credibility in the organization and are detractors.
• Understanding of the sub-product, countries which have most of the supply of it, and the
social issue that you are solving with it.
• They may tell you their budget is already approved and they cannot do nothing about it.
Do not quit! Keep them updated with what AIESEC is doing, events, conferences or things
that may appeal to them.

24. what needs to be done in delivering the product in this industry to
ensure a purposeful GIP experience for the TN-taker and the EP
• Align expectative between trainee and the company.
• Provide a quality exchange experience (Migration, housing, proper tracking). Remember
that if you create a desirable experience for both parties we will be able to create an Ideavirus and spread by word-to-mouth what we are doing within the pharmaceutical sector,
which will allow us to Reraised.
• Be sure to clarify our main purpose through working with Pharmaceutical.

25. Relevance of Education-English
•
Learning English comes with a number of benefits; first, and perhaps most important,
we have the chance to communicate with people from other cultures.
•
The research, carried out by Euromonitor International, shows that English fluency
can have a major impact on income.
•
A recent World Bank publication (2008) pointed out that in LatAm countries,
educational performance ―is not only weak; it is also declining relative to other
ocuntries with similar income levels‖.
•
By Surveying ALUMNI most of them concluded that Education is an important sector
that need to be impacted for the development of youth plus some of them answer that
education is lacking in developing skills such as: Leadership, Entrepreneurship,
Global Awareness, etc…

26. Relevance of Education-English
•
Lacking of proficient english levels still being one of the most important
competitive weaknesses in Latin America. Mostly half of the Region is below the
index EPI EF. Brasil, Colombia, Perú and Chile have improved, but it stills remain
an extensive part of population that lacks of english in order to be suitable for
current job vacancies. Some countries as Mexico and Guatemala have decreased
the domine of this language.

27. Facts about the industry

28. Facts about the industry

29. Facts about the industry

30. Facts about the industry

31. Facts about the industry

33. Facts about the industry
•
There are high quality institutions in Latin America craving for internationalisation. Many
would be better placed in international rankings if they would consider encouraging the
widespread use of English in teaching.
•
While in 1994 the average were 162 students per 10,000 people, by 2013 Latin America
reached 259 per 10,000 people.
•
Providing workshops would may lead to encourage youth to think about being
Entrepreneurs rather than seek jobs: ―There are various indicators of their importance
(SMEs) in the region: the proportion of all businesses that are SMEs, the number of jobs
they create, and in some countries even their contribution to gross domestic product
(GDP).‖ - OECD
•
Some of the benefits obtained through increasing English knowledge are: Promote
employees within companies, increase Export/imports, Higher salaries for people,

34. How to target these companies?
•
Research on the internet, government websites, for Educational
•
Seek for any warm contact within these industries: ALUMNI, Member, Friend, Relative…
•
Attend to networking events, conferences related to Education.
•
Share and ask for Best Case Practice within other countries in IGN.
•
Research on Job Markets or HR Fairs where these companies can be recluting.
•
Host short-talks regarding a topic of interest for this industries.

35. Added Value of sub Products
English Coach
Main Value Proposition:
Offering interns capable of
deliver english classes while
preparing workshops to youth in
order to develop soft skills within
them.

36. Leadership in this experience
• Trainee is impacting youth which in the future would be the next leaders creating positive
impacts in community. The trainee must be well prepared and ready to overcome the
challenges he/she may face while delivering the workshops.
• Education is one of the pillars for the development in Latin America and the Trainee will
be participating in this cause.
• Trainees will develop skills and abilities through the daily performance of their Job
Descriptions.

37. Supply of Talent
Country
English Coach
Poland
56
Ukraine
36
Romania
27
Germany
21
Russia
19

38. Challenges to Overcome
• If the institute rejects to give the workshops try to figure out why they are doing it and
negotiate with them which topics they would like to implement and let them see that
through those workshops their students are gaining more skills and abilities.
• If the institute has worked with AIESEC in the past and has a bad impression you must be
careful since they have lost credibility in the organization and are detractors.
• Understanding of the sub-product, countries which have most of the supply of it, and the
social issue that you are solving with it.
• They may tell you their budget is already approved and they cannot do nothing about it.
Do not quit! Keep them updated with what AIESEC is doing, events, conferences or things
that may appeal to them.

39. what needs to be done in delivering the product in this industry to
ensure a purposeful GIP experience for the TN-taker and the EP
• Align expectative between trainee and the company. You must keep in mind what is the
difference between this Educational sub-product and the one that is already being sold.
• Provide a quality exchange experience (Migration, housing, proper tracking). Remember
that if you create a desirable experience for both parties we will be able to create an Ideavirus and spread by word-to-mouth what we are doing within the pharmaceutical sector,
which will allow us to Reraised.
• Be sure to clarify our main purpose through working with Institutes, Colleges, and
highschools.

40. Do we have to change everything??
 No, don’t stop raising TNs
 No, you don’t have to drop your current market
– product strategy
 No, we don’t have to raise with only nonprofits, schools, and hospitals

41. Make specific
changes to
what we’re
doing now
Start doing
new things to
build a
purposeful
GIP program

42. How to Change What You’re Doing Now
 Choose which of these market – product strategies you want to
implement in Q1
 In the JDs your EPs are currently doing, add activities that develop
leadership
 Ensure TN-takers understand and want to co-deliver leadership
experiences
 Embed purpose into your sales member education, your marketing, and
your sales process

43. Market – Product Process
1. Research trends in business, education, government, social issues, IGOs, NGOs, etc
2. Choose relevant needs of society and the industries that address these needs
3. Interview with industry leaders and experts, use research to understand talent needs
and create hypothesis of sub-product solution for the industry
4. Test sub-product solutions and choose top market – product combinations
5. Make a targeting list of companies to sell these products to
6. Align marketing an talent capacity to be able to reach these markets, sell the right
product, deliver it, and showcase it

44. Will This Solve All My Problems?
 Still need to train people
 Still need to market, sell, and deliver well
 In Colombia sales members see the impact so clearly it’s difficult
to move their focus to other sub-products
 In Russia the sales members were so successful they didn’t feel
as much pressure to perform anymore

45. What Will Be the Impact When We Do This?
 More sales intensity because members understand
the why
 Better leadership experiences for EPs and members
as they contribute to society’s needs
 More TN raises with better customers for our
purpose

47. What Do We Do in Q1?
Activity
Choose what market segments you want to sell in based
on “If you could bring 1000 EPs to your country . . .”
Message purpose of GIP to LCs in all channels
Add purposeful elements to JDs of current marketproduct strategy
Share CoW of GIP with TN-takers and help them plan to
co-deliver leadership experiences
Embed purpose of GIP in all marketing, talent capacity,
and showcasing for iGIP
Integrate 1 new market segment from GST research
Tier 1
Tier 2
Tier 3
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X

48. What Do We Do in Q1?
Activity
Create a new market – product strategy based on
purposeful GIP
Test new market – product strategy on national level
Tier 1
Tier 2
X
X
Raises that create leaders
Tier 3

49. Why Do This Now, and Not Next Year?
What
are we
trying to
achieve?
Be the leader
who confronts
the fundamental
problem
Make an
organization
whose
purpose and
actions are
aligned
Create purposeful leaders