Portfolio Lisa

1. Introduction:

My name is Elisabeth (Lisa) Kügel and I'm studying International Business at the Novia UAS Turku. I'm an Erasmus student (originally from Germany) and this is my final year of studies.

In the following I will tell about all the tasks I did as a member of the group idea ladder, including information about Raiso Group, the brainstorming technique “Stepladder” and viral marketing as a modern-media tool. 

(PS: The work I did together with all my other group members can be found in all the other posts of this blog. I don't think it is necessary to post photos etc. twice :)

2. Facts about Raiso:

• Raisio Group is an international expert in plant-based nutrition.
• Raisio’s operations are divided into two divisions: Brands and Raisioagro.
• Their key market areas are in eight countries including Finland, Great Britain and Sweden.
• Raiso Group has plenty of different products/brands, their main ones are: Benecol, Benemilk, Elovena, Nordic and Honey Monster.
• Their strategic target is to grow organically and through acquisitions.
• Raisio’s activities are based on tasty, organically grown and healthy foods.
• They strongly support the idea of sustainable development & an environmental friendly production.
• Raisio's two main competitors are Nestlé and Unilever.
• Raisio's corporate identity is to be seen as a producer of healthy and high quality products while building popular and traditional brands.

3. Brainstorming technique “Stepladder”:

The Stepladder Technique is a step-by-step approach that helps to engage all members of a group to not only participate but also be heard and understand. The technique allows shy, quiet people to present their ideas before other group members can influence them, and it allows everyone to hear many different viewpoints before reaching a final decision.

To make the Stepladder work, there are 5 basic steps that should be followed:

• Step 1:
  Everyone should be given sufficient time to create their own ideas on how to best accomplish the particular task or solve the particular problem.
  
  
• Step 2:
  a core group of two members should be form, they start to discuss the problem.
  
  
• Step 3:
  The group gets a third member who presents his ideas to the first two members BEFORE hearing the ideas that have already been discussed. After all three members have pointed out their solutions and ideas, they discuss their options together.
  
  
• Step 4:
  Repeat the same process by adding a fourth member, and so on, to the group. Allow time for discussion after each additional member has presented his or her ideas.
  
  
• Step 5:
  a final decision/ solution should be reached, BUT only after all members have been brought in and presented their ideas.

4. Viral Marketing – a modern way of marketing

Viral marketing is a special way of marketing communication which “[...] describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands [...]” (Wilson: The Six Simple Principles of Viral Marketing. www.webmarketingtoday.com) of people.

Summing up, viral marketing optimizes the extent to which social networking can increase sales. One of the main advantages of viral marketing is that it enables businesses to reach a global audience by indirectly engaging people to spread a certain marketing message. But on the other hand, same as with every other kind of marketing communication, a company can never be 100 percent sure wether people will interpret the marketing message right or not. If they don't, this can lead to a furious avalanche which is hard to stop and may even cause brand distortion or dilution.¹

5. Individual Goal before the next training session:

In the next days I need to gain a deeper insight into Raisio's previous/existing marketing activities.

After that I will make up my mind about how I could use viral marketing to improve Raisio's marketing activities. And what is in my mind most important, come up with ideas on how Raisio can surprise it's target groups, arise strong emotions in their minds and engage them to be an active part of Raisio's social media activities.

Service design tools

During INNO58h our team is to try different service design tools. Two service design tools can be chosen freely from a method called the double diamond design process. Our team has chosen Service Safari tool and Brainstorming. 

The first diamond: phase discover – tool Service Safari

“A Service Safari is a research method for understanding services. Researchers go ‘on location’ and experience a service first hand to find out what service experiences are like” (Design Council 2011, p.14). A Service Safari might be focused on a particular service or type of services (like going to a supermarket). “The key to a good service safari is to identify relevant, engaging services that reveal insights and provide inspiration to the design team. Engaging with a service, observing staff, looking at users and documenting the environment and materials, helps participants identify how services deliver value to customers.”  (Design Council 2011, p.14).

We wanted to test service safari tool so we went to a grocery store to observe the customers who buy Raisio’s products and to explore how Raisio’s products are placed in the shop. In addition, we wanted to find out what kind of user experience we will achieve. We weren’t allowed to take photos of the customers so we took photos of our personal user experiences (see below). Our user experiences were positive. Raisio’s products were easy to find and they stood out from other products with powerful colors and labels.

  

The first diamond: phase define – tool brainstorming

Brainstorming is used to generate alternative solutions and opportunities quickly. It identifies the most interesting or important ideas to take forward as part of the design process. It is particularly useful to develop new ways of looking at things (Design Council 2011, p.17).

Our team has used brainstorming in almost every meeting we have had together. We have found it a useful tool for generating ideas. 

- Elisa 

Reference:

Design Council (2011): Design methods for developing services, viewed on 15th October 2013, <http://www.mbsportal.bl.uk/taster/subjareas/techinnov/tsb/153100Keepingconnecteddesign11.pdf>.

Raisio Group has many different customers all over the world. Many of Raisio Groups products are specified to different types of people. Here is a few examples:


Families

Single people

Children

Other companies

Young people

Old people

Health oriented people

Action plan

One of the tasks at todays training session was, to build an action plan on what steps we have to do until the archipelago excursion in order to bring our project forward.
Well, here it is:


1. What knowledge do we still need and where can we find it?
--> We need to gain a deeper insight into Raisio's previous/existing marketing activities.

2. What skills do we need?

-->be creative, use our imagination, be innovative, be diligent, hone our team/social skills, use our communication skills, be open minded

3. What actions do we need to make?
--> see #1, do more blog posts, benchmarking, discover new ways of modern media marketing and communication

4. What media should we know how to operate?

--> Facebook, YouTube

5. Who are the key persons needed to make it happen?
--> each of our team members and the team as a whole, people responsible for Raisio's marketing activities

6. What kind of message is needed to make it sticks in the minds of target groups?

--> be unique, be brave, be surprising, arise strong emotions in people's minds, engage customers to be an active part of Raiso

Raisio's strategy

Raisio's growth strategy

Raisio seeks growth through acquisitions and organic growth. Raisio's strong balance sheet and cash flow provide a good basis to continue implementing the growth phase. Raisio will continue to be active in the acquisition front.

Growth through acquisitions

Trade and distribution channels internationalization of the restructuring , which the food industry has become more international. The fastest way to the internationalization of the acquisitions, which Raisio has great potential . The company is small and nimble , and has the ability to make quick decisions if necessary . In addition, Raisio's balance sheet and cash flow are strong.

A strong balance sheet is the result of divestments made​​. In 2007, Raisio divested potato and diagnostics businesses , margarine business in 2009 , in 2011 the malt business in the spring of 2013 , and non-dairy business . Similarly, during the growth phase is bought breakfast and snack products manufacturing companies in the UK , the pasta factory in Poland and confectionery company in the Czech Republic. Raisio's strategic focus is on ecological and healthy snacks in.

Acquisitions are based on strict criteria

Raisio is interested in the company's strategy to suitable companies , representing small and growing product segments and new markets.

Raisio has defined strict criteria for potential acquisition targets must be completed. These four criteria related to product-application, as a consumer, customer base, and the purchase price.

Raisio has made successful acquisitions

Raisio has demonstrated the ability to make successful acquisitions. English Glisten plc 's acquisition in April 2010, was the first concrete example of the implementation of our growth strategy . Big Bear Group in February 2011 completed a very very Glisten and brings the necessary critical mass for the future . The acquisitions , Raisio has gained a firm foothold in the British breakfast and snack products in the market. In March 2012, Raisio acquired Sulman pasta and grits . In November 2012 Raisio acquired in the Czech Republic Plus Candy confectionary company. Raisio sees sweets exciting growth opportunities.

References: http://www.raisio.com/www/page/8138

-Marko

Raisio Group's Organisation

Raisio Group is an international expert in plant-based nutrition. Raisio’s operations are divided into two divisions: Brands and Raisioagro. Their key market areas are Finland, Great Britain, Sweden, Russia, Ukraine, Poland, Estonia and the Czech Republic. Raisio’s best-known brands are Benecol, Honey Monster, Elovena, Fox’s, Dormen, Juicee Gummee and Nordic.

 Their strategic target is to grow organically and through acquisitions.

Raisio’s activities are based on tasty, ecological, healthy and safe products that meet the customers need. In all their operations, the emphasis is placed on sustainable development and continuous improvement. They actively participate in the development of the Finnish grain chain and provide their customers with tools to improve their own operations including environmental aspects.

Raisio Group has over 35,000 shareholders. It employs some 1,900 people and operates in 9 countries. Group's net sales in 2012 were 584.1 million €  and earnings before interest and taxes was EUR 34.6 million. 

Raisioagro is a competent and reliable Finnish partner and a forerunner. They invest in quality and environmental sustainability. Their focus will remain on feeds, feeding expertise and crop farming. 

Organisation structure:

References:

http://www.raisio.com/www/page/Group

http://www.raisio.com/www/page/4414 

http://www.raisio.com/www/page/4403

Raisio's brands, product groups and market areas

I found this table on Raisio's web pages; it efficiently sums up all brands, product groups and market areas of the company.

 
 
 

- Elisa 


Reference: http://raisio.com/www/page/Products