my portfolio
TRANSCRIPT
Gareth Edwin Ramsamy
Experienced at
conceptual thinking and
innovative problem solving
Specialized in
Experiential design
and Ideation.
Vega, The School of Brand Leadership
BA Brand Building and Management.
Major: Innovation &
Business Management
2009-2011
Academic Background:
Client Experience and Affiliation
Ogilvy South Africa
Unilever: Laundry and Savoury
TFG Group (Markham)
Tom Shoes
International
Whizkids United
J D Group
Awards and Honors:
Vega degree distinction
Toastmasters- 2008
Mr Personality-
2007/2008
Rotary Interact Association
Conceptual Photoshoot
exhibition
Work Ethic
Hoopla: the unnecessary fuss at every
single contact point
‘butterfly effect theory’-
where a small change at one place
in a nonlinear system can result in
large differences to a later state.
Seth Godin’s Purple Cow
and Meatball Sundae
Approach to branding
Institute of design at Stanford
Brief 1: GrouponExplore and unpack a consumer
insight behind Groupon,
as well as the role of consumer
insight in this process.
Explain the social and economic
demand for this innovation
and show how future innovators
and entrepreneurs can learn from
this.
groupons approachGroupon’s Approach
simple urgency energize fun
People understand and embrace familiarity.
Designing tailored to this will lead
to a quicker uptake
interaction
to act
Encourages impulsive
behaviour counteracting consumption
paralysis
The Power of Context
makes consumers highly responsive to
discounts enabling Groupon to tip into the
mainstream
to act
customers
Collective buying concept
instills pressure to be included.
Consumers engendering connections, relationships, and
“cross-fertilization” that otherwise might not have ever occurred
Daily Deals inform people to enable action with, a focus on persuasive copy
Consumers become bored quickly creating reoccurring gaps in the
market.
Groupon was the next new thing tapping into the market with creativity,
making spending safe and accessible
It has the “stickiness factor.”
factor
to act
Consumers, have a thirst for
real experiences and social inclusion yet, they are inhibited to commit to any
consumption decisions in the current market space
Local businesses don’t have access to
new markets as there is no affordable avenue to gain exposure and increase
traffic
Groupon presents a scarce value offering that urges impulsive
consumption decisions which results
in the delight of new experiences and perceived social inclusion.
Key Insight
Brief 2: Markham
1. Create a loyal relationship
with the customer that is
long lasting and self
sustaining.
2. Intense understanding of
customer segment.
3. Launch a premium jeans
range
Macro-environment: Social, Technological
S – Facebook presence, aspirations
W – staff, instore, brand equity
O – Events, lifetstyle, Mobi site
T – Truworths Man, Urban, Vertigo
Situational Analysis
Target Segment 1 : Psychographic
Functional: Own the latest
fashion garments and accessories
Emotional: differentiated
and bold
Self-expressive: Influence the
fashion industry, set the trend
and be affiliated with the brand
Target Segment 2 : Not loyal
Functional: Clothe body with garments for value
Emotional: Experience is
transactional
Self-expressive: Look presentable And association with a trendy brand
Key Insight
Markham is not positioned first in category
or in mind due to a lack of
differentiation in value offerings,
which ought to provide a
compelling experience that resonates
with their customer.
Objective
To create a unique and visceral
experiential design that
exemplifies the lifestyle that the
Markham Man aspires to.
Solution
Phase 1: Image repositioning
To mold the store into the
ultimate ‘Man Cave’
Merge the Physical space (Offline)
and Digital space (Online).
Lifestyle orientated-
More than just a retail store
Solution
Phase 2: Tab Promotion
Tab Card enables customers to
earn points as they spend at
Markham lifestyle hotspots
“Earn Swagger as you swipe”
This promotes and accentuates the living of the Markham lifestyle and engages with non-account holders
Solution
Phase 3: Premium Jeans
SMITH- Tailored Jeans
Heightens an elite brand perception
Accentuates exclusivity and serendipity
The tailored Jeans becomes a
personal brand heritage
Solution
Phase 3: Launch Event
The Premium event inaugurates the
tailor team and personally
introduces them to the Markham
Valued customer base
Aim: Exemplify the aspirational lifestyle
of the ‘Markham Man’.
Brief3:
Consumer insightHegemonic Masculinity
Provide an in-depth analysis of
Howson’s insights that reflect on
perceptions of society’s influence and
have shaped mass consumer culture.
The Body, Sex and Gender
Sex -biological and physiological
characteristics
Gender –socially constructed roles,
behaviours, activities, that society
considers appropriate for men and
women.
Gender’s masculinities and feminities
are leaned rather than inherrited.
Hegemony
Hegemony is not the physical abuse that
influences self identity but the mental
construct that an individual polices
themselves to conform to.
Hegemonic masculinity-
“The normative ideal of masculinity.
The type most socially endorsed.”
Michael Foucault-
The knowledge of knowing that we could get
caught, inculcates a sense of power that
prevents us from ‘misbehaving’.
Consumer Culture
‘Health’ magazines influence the
culture of the ideal male body,
masculine traits including violence, the
phallus and the lust for power and
dominance.
The Men’s Health of 2008:
“Are you hardcore?”,
“The Hard Body Diet”,
“Ten fastest workouts”,
“Train for great sex”
Consumer Culture
‘Health’ magazines for men,
physiologically creates an obsession
and drives men to become more
muscular irrespective of it possibly
having severe consequences to their
health.
-Dr Giles, University of Winchester
Consumer Culture
The media supports these
representations of society as violence
becomes the answer when
hegemonic masculinity is challenged.
Governmental officials send military
forces in battle ‘threats’ to infiltrate and
win over other countries.
People have resorted to using
violence as an expression
in an attempt to gain this power.
Art Direction: Gareth Ramsamy
Photography: Jess Patterson
A new Age
Traditional masculinity is increasingly
under attack as
“sensitive new ages men”
and metrosexuality is becoming
an accepted norm in society.
Concomitantly the media has
remoulded into representing these
changes and subsequently
encourages it.
A new Age
Lady Gaga –’Alejandro’, questions
the ‘norms’ regarding the sexual
roles of males and females.
David Beckham- sporting icon
followed by myriads of hegemonic
masculine males, has embraced
metrosexuality and challenged the
preconceived notions of what
idealized males ought to conform to.
A new Age
The media that once perpetuated a
hegemonic masculine ideology
has now shifted scoietial equilibrium
and
embraces the grey area rather
than the solid black and white lines
of masculintiy and feminity.
This has influenced the orchestartion
of how we appeal to consumers
Brief 4: Business Plan
Produce a Business Plan for an
identified a market opportunity
that has scalability and reach.
Estimate an all inclusive
budget that that structures the
cost to implement and operate.
agile approach
transparency
adaptability
simplicity
unity
“Change before you have to”
O B S E R V E w i t h E M P A T H YD i s c o v e r i n g c o n s u m e r i n s i g h t s
Consumer-centric i n teg ra ted sys tems
a re enhancing our l i ves ,
l ead ing a sh i f t t owards a s ta te o f
sel f-awareness th rough connectivity .
O B S E R V E w i t h E M P A T H YD i s c o v e r i n g c o n s u m e r i n s i g h t s
Fol lowing th is t rend is
innovat ion i n fi nanc ia l management ,
to simplify da i l y complexi t ies
and he lp peop le save money.
integrated fi nanc ia l se rv i ces ,
easier to understand ,
tai lored to i nd iv idua l s ,
eff ec t i ve r isk se lec t ion and control .
Th is i s the future Of fi nanc ia l management .
Mission
Business Plan
Categorise your spending
Subscribe to Premium
Market Opportunity
6 m
M a r ke t s i z e
I n t e r n e t u s e r s i n
S o u t h A f r i c a
Target Market
competitive response
business model canvas
release planFi v e 1 m o n t h ‘ spr in ts ’
Ta c k l e most t e c h n i c a l l y c o n c e rn i n g a s p e c t s
S m a l l del iverab le t a s k s
Lean p ro d u c t i o n
Fa i l - fas t
E m b r a c e change
User Stories
objectivesPromot ing ou r p roduc t .
Max imum exposure o f va lue off er ings .
Soc ia l med ia marke t ing .
Remov ing ba r r i e r s t o access
Ext reme usab i l i t y.
One o f the ma in ba rr i e r s t o en t ry i s tha t on l i ne
fi nanc ia l management too l s a re no t cons ide red
‘ coo l ’ t o spec ifi ed ta rge t marke t .
Timeline marketing
U SER AC QU I S I T I ON
Potential avenues for future growth:
• New products /expand on existing offerings
• Growing our market share
• Adapt the current revenue model
Growth and Exit Strategy
Year 1 Year 2 Year 3
Premium Users 1 200 3 900 4 200
Gross Profit 576 000 1 872 000 2 016 000Other Operating
Income 564 000 1 788 000 1 788 000
Operating Expenses (531 200) (1 124 200) (1 167 400)
Interest Income 0 30 804 155 351
Taxation (4 796) (124 496) (183 017)
Net Profit 604 004 2 442 108 2 608 934
Start up expenses 2012
Web Hosting 10 800Security 4 000
Peroni 8 000Legal Fees 7 000
Dividents (8000 x 12 x 3)
288 000
Total 317 800
Owners Equity Invested
400 000
Less Start up expenses(317 800)
82 200
Financial Summary
Net Profit in Million Rands
