Marketing

2015

AIESEC in Chennai

Strategy Development - How do you develop your strategy?

Strategic Planning Process

Strategy Considera2ons

Strategic Objec2ves

1. Ruthless priori-sa-on of quarters depending on

products

2. Product wise department split - GC and GT marke-ng

taken care of separately

3. GTCM and Smarke-ng principles applied to every

strategy and campaign

4. Resources (HR, Finance etc) distributed in a 70-30% split for program contribu-on and

brand respec-vely

We happened to have a good blend of crea7ve and prac7cal inputs from the VPs. It became

easy to formulate ideas and execute them. We had the ability to sense our membership’s needs

and also the city’s.

Our main goal was to generate maximum leads and supply them to opera7ons. And also recreate a brand name that ensures an

AIESEC for Chennai.

1. 4DX plan implementa-on2. Becoming more customer

centric

(More explained in the Customer Focus section)

Strategy Implementa8on - How do you implement your strategy?

Action Plan Development and Deployment

Year Plan

Department Meet: Ac-vi-es Department Scoreboard

1. Year Plan reviewed and checked weekly for execu-on

2. Department mee-ngs mostly consisted of idea-ng and designing 3. Membership were given full crea-ve freedom to design and ideate for the department 4. MB was required to align their ac-on plans to the func-on’s

5. Synergy meets on the MB level were conducted to track progress and tackle roadblocks

Voice of the Customer - How do we obtain informa8on from our customers?

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1. This was our pilot project to listen to our customers specifically from iCX.

2. These projects also help with synergy with opera-ons to gauge the needs of our customers.

Customer Engagement - How did we engage our customers to serve their needs and build rela8onships?

1. Customer support was done mostly due to email and some-mes through social media. 2. NewsleZers and brochures were sent to the poten-al customers which helped clarify their doubts about the products.3. AIESEC representa-ve would always answer their calls clearing any doubts the customer had in mind.4. Market improvement was done by re-integra-on of realized EPs.5. New markets were tapped by the use of YES! Chennai sessions, where not only AIESEC was promoted as a brand, the GC program was promoted as well.

Customer engagement sessions were held for better understanding of the products and also build good relationships with the customer.

Customer Engagement - How did we engage our customers to serve their needs and build rela8onships?

Campaigns

1. Global Talent Start Up campaign

2. The Year That Was 2015 Yearbooks given to all stakeholders 3. Chancey-Illa Campaign for

ICX and internal branding

4. YES! Chennai to penetrate into different college markets and create brand value for GCs

5. Live EP Tracking on social media