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Rufan Li
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I cannot believe Capstone is almost over. Last week, our team had the last meeting with P&G team about our project. We were anxious before the meeting because we were afraid if P&G don't like our ideas we would be back to square one and we cannot afford to start over again. Luckily, we presented our ideas on the conference call. P&G gave us some great feed backs. They really liked most of ideas. Surprisingly, some of the backup ideas are the most favorable ideas. We are going forward to the last stage of the project. It was a great... Continue reading
Posted Aug 8, 2016 at CAPSTONE!
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I have to admit, originally I was concerned about the timing of capstone project. After going through two third of the process, I start to enjoy more and more about the creative side of the project. The project will be in the back of my mind wherever I go. Our team was chatting about the Pokemon go game. It was totally not related to the project when we started chatting. One idea came to my mind was to have Always sponsor Pokemon go at grocery stores like Kroger. Pokemon Go (game app) starts to get insanely popular within only 3... Continue reading
Posted Aug 1, 2016 at CAPSTONE!
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The power of teamwork is great. Our team went to Drew's Systematic Innovation(SIT) class. We "borrowed" his entire class to help us with generating ideas using their SIT knowledge from the class. The focus are changing perception of consumer first impression at a store. We want to bring awareness of Always cotton top sheet pads in China and India. We want to change perception from Always is a protection brand and not as comfortable to Always is a also comfortable brand. We also want to change perception from Always is a mother's brand to Always is also for young ladies.... Continue reading
Posted Jul 25, 2016 at CAPSTONE!
After meeting with Drew, touching base with P&G and working as a team , our team is able to narrow down the project to only China and India market. We came up with a proposal with "asks" messaging to consumers in China and India, we will get feedback from Always team and narrow down to 3 asks for each country. After that, we will explore the 3 asks to find channels and ideas to execute. A few examples. Moms traditionally do most of the shopping in a household and they are also the decision maker in most purchasing cases. When... Continue reading
Posted Jul 18, 2016 at CAPSTONE!
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This past week, our team made significant progress towards the project. We are able to narrow down the countries we will be focusing one. We also selected the specific strategies we will use going forward. Meeting Drew during the weekend and get his opinion was also awesome because we have a clear and specific plan on how we are going to proceed with the project. 6 Principals of Persuasion, Systematic Innovations Thinking and Cracking the Ad Code will be the 3 guideline going forward. I have to admit. 6 principals of persuasion is my fave rate strategy. Learning 6 principals... Continue reading
Posted Jul 11, 2016 at CAPSTONE!
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Happy 4th of July weekend! Long weekend is always great to go on trips, host parties and work on house project...or capstone class project. Our team is really happy that we finally get to Webex the P&G Always Geneva team during the week to get some specific direction for our project. We are going to focus on below challenges. We will focus on the markets in China, India, France and Russia. How do we change the perception/increase awareness of Always not only being a superior mesh brand but also having a superior product with non-woven top sheets How do we... Continue reading
Posted Jul 4, 2016 at CAPSTONE!
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After a few weeks of waiting on confirming a project with P&G, our team decided to talk to Drew( MS program Director) about our situation at the project review. Drew quickly responded and give a little friendly push to P&G on our behalf. We got a meeting scheduled for today and a backup plan if this meeting is not productive. The backup plan is to apply SIT to increase sales/awareness, and apply persuasion principles to packaging which I think will be perfect for our team to explore. Last minute update: Thing is not going as smooth as we thought. We... Continue reading
Posted Jun 27, 2016 at CAPSTONE!
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My team has been patiently waiting for response from the P&G team. We are getting a little worried about the project timeline. My experience working in a bigger organization like UC and working with multiple department prepared me to expect the project running longer. However, I was not prepared for the fact the project has not been defined. Big international organization could be challenging to work with when it comes to follow a set time line because many people in different departments and different time zone are involved. With multiple meeting and follow up emails sent to the contact person,... Continue reading
Posted Jun 20, 2016 at CAPSTONE!
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We are hoping to narrow down the possibilities and head to a clear direction. Due to schedule of the key person on the client side, we did not make any significant progress on the project this week in terms of progress on finding one specific direction and what resource we can access. We used this time to understand the product users and be creative and explore all the possible directions. We interviewed a few Always product users to get insights. We have discussed these insights in a team. Some great ideas have came up. For instance, a package with all... Continue reading
Posted Jun 13, 2016 at CAPSTONE!
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Our first client meeting with Jordan (Client Representative) is outside in the P&G Plaza in a pleasant weather. I learned a lot about the organization, Jordan's role and how we can continue with the project. Jordan is in Consumer Market Knowledge department working with all brands. She is very professional, friendly and easy to work with. I have good feeling about this project. We will be working with P&G team on Always, famine hygiene product line, mainly pads. We went though a lot of the possible angles. To get further into the project and narrow down to few angles, we... Continue reading
Posted Jun 3, 2016 at CAPSTONE!
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Almost 3 years ago, I started the Marketing program. Finally, I'm starting the capstone project. I am very excited to be part of the team working with P&G. It is great to be able to work with a company changes many people's daily life. We have not received much information about the project. However, it will be a project on feminine hygiene product. First class with Drew help me understand some the key things I need to keep in mind. Communication, alignment with client, is very important so that we don't fall off the track. Even though the first scheduled... Continue reading
Posted May 31, 2016 at CAPSTONE!
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May 23, 2016