NEW PRODUCT AND SERVICE DEVELOPMENTNEW YORK UNIVERSITY – SCPSFALL 2010

AV

American Company founded in 2005.

Cachaça is a Brazilian spirit distilled from sugar cane juice.

It is the key ingredient to the Caipirinha cocktail.

Cachaça is the third most-consumed spirit in the world.

Leblon is market leader in this segment in US.

Current Situation:

Presentation:

OVERVIEW

Current Situation:

Presentation:

OVERVIEW

The Caipirinha is the fastest growing cocktail in

the US, growing 250% on cocktail menus in the

past two years.

OBJECTIVES

A Global Brazilian Iconic Brand:

To Establish Leblon as the Luxury Cachaça of Brazil.

An Authentic and Credible Source as Brazil’s Finest Cachaça/ Leblon Caipirinhas Internationally.

Position Leblon as something never seen before: a classy, truly upscale brand that fits our target’s lifestyle.

STAGE GATE PROCESS

Launch

Discovery

Idea Screen

Scoping Business Case Development Testing & validation

Post launch review

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

Gates: go / kill

Action plan

DISCOVERY STAGE: IDEATION

BrainstormingInternal campaign

for ideas *

Customer research

Interviews at bars, liquor stores

Research Web

Analyze competitors

Trade Publications/ Consumer Magazines IDEA BANK

Agencies

• Develop a Leblon Idea Bank Online for employees participate with suggestions and interesting comments about their market. Creating a important communication and information channel between the entire Sales department and Marketing.

• Responsible for Idea Bank – Leblon Brand Manager

GATE 1: IDEA SCREEN

Criterias:

Fit within Leblon business strategy.

Reach Leblon’s target.

Help the consumer’s know about Leblon Cachaça.

Have to be a differential event.

Meet Leblon’s objective.

Gatekeepers

CEO, Director of marketing, Brand Manager.

STAGE 1: SCOPING

Define event size and potential.

Concept tests with potential guests.

Possible time.

Estimate costs .

Recommendations and Plans.

GATE 2: SECOND SCREEN

Reach the target market.

Involve one of 2 communication platforms: fashion and music.

Consumers must have an unforgettable experience with the brand.

Innovative project.

Costs maximum $20K.

Gatekeepers

CEO, CFO, Director of marketing, Brand Manager.

STAGE 2: BUSINESS CASE

Market investigation and Market Research : determine

what kind of events my consumer wants to go.

Detailed look at the market competition – direct and

indirect.

Event analysis: determines event size, trends, segmentation

and complete competitive beverage situation.

Detailed business and financial analysis.

Plans and Recommendation

GATE 3: GO TO DEVELOPMENT

Gatekeepers

CEO, Operations, Director of Marketing, Brand Manager, Sales, Legal

Just one event

goes to next

stage!

Result of detailed event analysis.

Costumer needs, wants, benefits desired

Preliminary marketing plan.

Event definition.

Estimate costs, timing, resources.

Legal.

Financial analysis.

Plan of action for next state.

STAGE 3: DEVELOPMENT

Marketing and operations plans.

Working model.

Tests.

Update financials.

Facilities requirement.

Launch plan.

Customer feedback.

Start spend more money

GATE 4: GO TO TEST

Gatekeepers

Operations, Brand Manager, Financial Analyst, Logistic, Legal

Review probable execution.

Revised financial analysis.

Check quality of Stage 3.

Go to tests.

STAGE 4: TESTING AND VALIDATION

Event definition, characteristics.

Extensive validation.

Production materials process.

Customer acceptance: research, in house tests.

Revise financial and business analysis.

Refine marketing plan.

Verify that all areas are prepared for the event.

GATE 5: GO TO LAUNCH

Gatekeepers

CEO, Operations, Brand Manager, Marketing Director, Financial Analyst, Logistic, Legal

Check quality and result.

Quality of validation.

Estimates of the production and marketing costs, sales volumes, logistic.

Financial analysis.

Ready to launch - into the market.

Implementation of event plans.

Implementation of operation plans.

STAGE 5: LAUNCH

POST LAUNCH: REVIEW

Review Costs.

Analyze the results.

What was learned?

Is worth to do it again?

What can be done better next time?

Did the repercussion is good?

Does the project increase our market share?

CONCLUSION

Before decide to sponsor, participate or organized an event:

Define some criterias. Don’t fail in love with any event opportunity before make

sure that fits you consumer want and need. Avoid waste your money doing the wrong investment.

THANK YOU!!!