Flowers or Flour?
Many people would choose flowers.
Because it just feels good.
In fact, that's the whole point of giving presents.
INTRODUCTION
The Challenge
Samsung Life Insurance annually presents gifts to its VIP customers as a part of the appreciation campaign. The gift providers are selected each year by bidding. JKMDESIGN annually participates in the bidding and in recent years its share has dropped significantly.
Samsung Life Insurance annually presents gifts to its VIP customers as a part of the appreciation campaign. The gift providers are selected each year by bidding. JKMDESIGN annually participates in the bidding and in recent years its share has dropped significantly.
Goal
The goal of the project is to secure at least 3 out of 9 items in the bidding by developing and proposing competitive gift solutions.
The goal of the project is to secure at least 3 out of 9 items in the bidding by developing and proposing competitive gift solutions.
Yoojin's Role
As a member of the product planning team, Yoojin was responsible for sourcing and developing new VIP gift solutions for Samsung Life Insurance.
As a member of the product planning team, Yoojin was responsible for sourcing and developing new VIP gift solutions for Samsung Life Insurance.
Deliverables
Persona Creation, Stakeholder Map, Ideation, Competitive Analysis
Persona Creation, Stakeholder Map, Ideation, Competitive Analysis
observing the business landscape
Stakeholder Map & Key-Players
Product Planning Agency(JKMDESIGN): The Agency plays the role of curator and developer of the gift solutions according to the client's requirements.
Key-Players: Product Planner, Designer.
Key-Players: Product Planner, Designer.
Producer: Potential manufacturer for collaboration in the development and production of the gift solutions. Once the producer is selected it also plays the role of distributor.
Key-Players: Product Developer(often the business owner).
Key-Players: Product Developer(often the business owner).
Insurance Company(Samsung Life): Plans and finances annual customer appreciation campaign and requests proposals accordingly.
Key-Players: CRM Manager, Senior Manager, Insurance Agent.
Key-Players: CRM Manager, Senior Manager, Insurance Agent.
VIP Customer: End-client who usually selects VIP products from the list suggested by the insurance agent. If the client is a man, usually his spouse is in the one who selects the gift.
Key-Players: VIP customer, customer's spouse(especially if the client is man).
Key-Players: VIP customer, customer's spouse(especially if the client is man).
the PROCESS
The project consists of several phases, and to be successful in the bidding it is crucial to understand who are the key players at each phase and understand their criteria of selection.
Proposal
In this stage, the agency proposes a list of potential gift solutions developed in collaboration with the manufacturing partners.
In this stage, the agency proposes a list of potential gift solutions developed in collaboration with the manufacturing partners.
Round 1 & 2
After the initial proposal, the insurance company does the primary filtering of the proposed products and selects the products(providers) for the final bidding presentation.
After the initial proposal, the insurance company does the primary filtering of the proposed products and selects the products(providers) for the final bidding presentation.
Final Selection
The selected products undergo the final approval of the top managerial level. Rarely, but sometimes changes can happen at this stage.
The selected products undergo the final approval of the top managerial level. Rarely, but sometimes changes can happen at this stage.
Ordering
The gifts are uploaded on the company's internal website where the insurance agents can order gift products. In many cases insurance agents let their customers select their gifts, whereas VIP customers if they are men, often ask their wives to choose the gift products.
The gifts are uploaded on the company's internal website where the insurance agents can order gift products. In many cases insurance agents let their customers select their gifts, whereas VIP customers if they are men, often ask their wives to choose the gift products.
empathizing with key players
PERSONA and point-of-view
Yoojin empathized with key players by broadening topics of communication, talking not only about the project but about their work in general, dynamics in their workplace, etc. Although Yoojin didn't have direct access to the insurance agents and VIP customers, he developed Personas from the data collected from the CRM manager.
Through empathizing with Personas Yoojin derived features that each key-player pursues in the product. This helped to establish clear guidelines in sourcing and developing products.
DEFINING THE PROBLEM
"How can we source and develop VIP gift products
that will win at each phase of the project?
that will win at each phase of the project?
insights into IDEAS
The guidelines helped the team to do more targeted brainstorming and product sourcing.
Implementing Ideas
Customization of the product to the context
Yoojin approached with a new paradigm of product planning. While previously, JKMDESIGN was focused more on finding new potential products(producers), Yoojin decided to focus on collaboration with existing partners in order to develop customized products for the project.
Yoojin approached with a new paradigm of product planning. While previously, JKMDESIGN was focused more on finding new potential products(producers), Yoojin decided to focus on collaboration with existing partners in order to develop customized products for the project.
Impactful opening experienceAlthough the packaging design is one of the strengths of JKMDESIGN, Yoojin could contribute an experiential aspect to the packaging. Yoojin suggested designing packaging focusing on the opening experience.
Ready-to-use productsYoojin focused on developing products that can be used by users right away, in order to produce a seamless positive experience starting from receiving the present, opening the package, and using the product.
Measuring Success
3 new products
Yoojin could negotiate with 3 partners to develop new products precisely meeting the client's conditions and the context. All 3 products were selected the bidding. The products were health and wellbeing products and kitchenware, which are the most popular categories.
New products:
- Health & wellbeing gift set by Ginseng Meister.
- Premium oil set by recognized chief of traditional cuisine.
- Cutlery gift set by traditional brassware producer.
- Health & wellbeing gift set by Ginseng Meister.
- Premium oil set by recognized chief of traditional cuisine.
- Cutlery gift set by traditional brassware producer.
dominating the bidding
JKMDESIGN won 4 out of 6 major items and 1 out of 3 minor items. This is a dramatic improvement compared to previous year where it won only 1 minor item.
