APPLICATION PART 2SPECIFIC QUESTIONNAIRE: MCVP MARKETING

1. Imagine AIESEC in Colombia delivering 2500 oGCDP in one year. What would the contribution of marketing to achieve the goal? Think out of the box.

• For sure 2.500 oGCDP is a challenging goal that is just possible if we really apply sinergies in our operations. In that way, we can work in strategies to be more effective, relevant and sufficient to gener-ate a real impact to change societies.

Marketing, in order to be a strategic área with results that support that title, must to generate strategies to get the next three factors:

a) A hollistic understood of the market: AIESEC in Colombia have to implement market research with the purpose of have a complete understanding of our customers . After , we have to identify what is the value proposition of AIESEC to meet the needs of those customers. At the end we will be able to build the correct message to the correct people. Market-ing have to educate the membership with the mes-sage aiming to deliver more and better experiences.

b) Building only one brand: AIESEC is already an intangible brand to our public. The name of our organization is not especific to the market. That is why we have to work in promote products clearer to the audience. Being clear, we generate positioning and we will be nearest to our BHAG. the impact of one entity is less than the impact of a network. The impact of a network is less when the entities that make it don’t grow together. If a network doesn’t grow together what kind of committment that net-work has with their BHAG? We have to work in a collaboration culture that execute local, regional and national projects to have more presence as a brand, more positioning, bigger approach and gener-ate a real impact to a country as Colombia that needs more young people with desire to transform realities.

c) Sustainably impact: The first step to have a good experience is know what expect from it. The tracking of the process to guarantee the quality in all the experience with AIESEC will facilitate the promotion because the positioning that the brand is obtaining step by step. Quality must to be from the message until the reintegration after the Exchange experi-ence. Positive impact is viral and we need to gener-ate positive impact through Exchange, team member or/and team leader experience to multiply the effect of the organization. AIESEC exists because for years was something innovative now is time to be chang-ers, transformers, relevant, necessary, the break point generation to have better realities.

Everything before must have INNOVATION in order to be dinamic as our target audience is.

Gutiérr�MARGARITA

2. Colombians are not used to see India as a main destination, and approaching engineering students is challenging if we don’t understand their pro�les. These are two big issues that oGIP faces when selling its products. How to solve these issues from Marketing?

• oGIP is a program with an incredible potential in the colombian market for AIESEC. Day by day more Young people want to obtain experience to be more attractive in the job market. The companies are demanding talent with international experience. This generation is curious about other cultures. This generation wants to be better than the average.

The problem is not the destiny, is not the market. The problem is that we don’t understand any of that two. The best and more strategic support that Marketing can to deliver to the Core áreas is a correct message to the correct people.

The process:About the customer:1) Know the generation that we will attack: The charactheristics of the youth today. Its environment, the decisión factors.

2) Filter the engineering profil: What is the dreamed job in Colombia. Professional development to an engineer in Colombia. Key Opinion Leaders.

About Universities1) Colombian education level: What kind of educa-tion is being delivered in Colombia. Internationaliza-tion process in universities. What the companies are looking for in young people to work..

About AIESEC1) What we can offer?: Business Intelligence. Research the destiny country to ensure political, economical and social stability to reduce the risk of a bad quality experience. Value proposition of oGIP product versus Professional development in Colom-bia.

2) Building the message: Inputs from the market research. Educate to the sellers team with the correct message to correct people. Clear expecta-tions with the correct message. High quality experi-ence. Experience promoters. More and better promo-tional material (showcasing).

That research led us to identify the message, the channel to communicate, the value proposition of the product to this specific profile, improve the pro-ductivity, improve the number of experiences deliv-ered, improve the support from Marketing and the perception about the brand making it sustainably.

Now, OGIP is not more a product to promote mas-sively and without filters. We have to be focused on the matchable target. We need to see universities as a partner to make our product visible to students with the institution support getting credibility in the market.

Marketing, in order to be a strategic área with results that support that title, must to generate strategies to get the next three factors:

a) A hollistic understood of the market: AIESEC in Colombia have to implement market research with the purpose of have a complete understanding of our customers . After , we have to identify what is the value proposition of AIESEC to meet the needs of those customers. At the end we will be able to build the correct message to the correct people. Market-ing have to educate the membership with the mes-sage aiming to deliver more and better experiences.

b) Building only one brand: AIESEC is already an intangible brand to our public. The name of our organization is not especific to the market. That is why we have to work in promote products clearer to the audience. Being clear, we generate positioning and we will be nearest to our BHAG. the impact of one entity is less than the impact of a network. The impact of a network is less when the entities that make it don’t grow together. If a network doesn’t grow together what kind of committment that net-work has with their BHAG? We have to work in a collaboration culture that execute local, regional and national projects to have more presence as a brand, more positioning, bigger approach and gener-ate a real impact to a country as Colombia that needs more young people with desire to transform realities.

c) Sustainably impact: The first step to have a good experience is know what expect from it. The tracking of the process to guarantee the quality in all the experience with AIESEC will facilitate the promotion because the positioning that the brand is obtaining step by step. Quality must to be from the message until the reintegration after the Exchange experi-ence. Positive impact is viral and we need to gener-ate positive impact through Exchange, team member or/and team leader experience to multiply the effect of the organization. AIESEC exists because for years was something innovative now is time to be chang-ers, transformers, relevant, necessary, the break point generation to have better realities.

Everything before must have INNOVATION in order to be dinamic as our target audience is.

3. AIESEC needs to work hand-to-hand with other organiza-tions towards common goals. How can we engage universities and other associations to commit with us in the delivery of 2.500 EPs GCDP in a year? What kind of activities can we do together to achieve that goal?

• AIESEC sales solutions to market needs but we don’t know what are those needs to be a solution. There are three market needs that some strategic allies have and we can use as a sales argument.

1) Universities: In Colombia, the Education Ministery is promoting the Internacionalization of High Edu-cation Program. This iniciative appears because the education in Colombia is responding to a dynamic world. This generation is living in a globalized world and participate of it means to engage Colombia in processes of innovation, knowledge exchanges, less corruption, etc. The academy is working open the doors to students in order to ensure a generation with international vision, participative and aware to transform realities. These programs are required to certify the curriculums in universities.

2) Languages Schools: Learn a language different from the native one is a need of the occupationally active population in Colombia. Of course, english is the first language that this generation needs but in order to be more attractive to work market is neces-sary to learn other languages. To that, those schools develop programs to teach languages from relevant countries in the international context. But they are not providing an environment that guarantee excel-lent speaking, reading and writting of the language. That, of course, is a bad promotion to the course.

3) Government: Equality is one of the biggest con-cerns to the Colombian Government. An important percentage of youth people is not starting academic preparation once they finished high school. The social situation in Colombia, where more than 40% of population is middle class, motivate young people to earn money quickly and don’t have high studies. That is why there are informal work, violence and inequality. The colombian government are using strategies to make easier the access to the educa-tion, to support the entrepreneur projects and gen-erate similar opportunities to all.

These three stakeholders are looking for solu-tions to solve these issues and be more and better.

1) Universities: We can be a solution in order to support the approach of the internacionalization process in universities. So, the portfolio to inter-nationalize students could be academic but also social responsable. We need to understand what kind of education universities are delivering and build the argument to sale correctly.

2) Languages Schools: We can be a way to improve the results after a languages course level. We could be that practice to improve the language in a native environment with social focus. It is kind a co-branding where AIESEC deliver more experiences to make impact but the school is positioning in a great way with their students but with referrals.

3) Government: We can be a way to generate life-changing experiences transforming the mindset of that Young population with no-high studies. Through Exchange experience with AIESEC we can form leaders, entrepreneurs, social responsible people, people who want to get academically prepared to change realities and participate in the society.

In this case, we have to work in synergy with the Public Relations director to get in contact with the decisión makers of all that stakeholders. Also, the work with local committees is a key factor because we need to be aligned in the creation of brand imagc with who are executing the strategies and managing some accounts.

We have to generate more brand presence, then we have to attend events no as LC but the same organization in a city or a región. The impact will be stronger. And of course we need to generate content. We really need to work in showcasing to make easier the promotional process and of course to positionate the brand better. This strategies and allies will make us to change 2.500 lifes with an exchange

The problem is not the destiny, is not the market. The problem is that we don’t understand any of that two. The best and more strategic support that Marketing can to deliver to the Core áreas is a correct message to the correct people.

The process:About the customer:1) Know the generation that we will attack: The charactheristics of the youth today. Its environment, the decisión factors.

2) Filter the engineering profil: What is the dreamed job in Colombia. Professional development to an engineer in Colombia. Key Opinion Leaders.

About Universities1) Colombian education level: What kind of educa-tion is being delivered in Colombia. Internationaliza-tion process in universities. What the companies are looking for in young people to work..

About AIESEC1) What we can offer?: Business Intelligence. Research the destiny country to ensure political, economical and social stability to reduce the risk of a bad quality experience. Value proposition of oGIP product versus Professional development in Colom-bia.

2) Building the message: Inputs from the market research. Educate to the sellers team with the correct message to correct people. Clear expecta-tions with the correct message. High quality experi-ence. Experience promoters. More and better promo-tional material (showcasing).

That research led us to identify the message, the channel to communicate, the value proposition of the product to this specific profile, improve the pro-ductivity, improve the number of experiences deliv-ered, improve the support from Marketing and the perception about the brand making it sustainably.

Now, OGIP is not more a product to promote mas-sively and without filters. We have to be focused on the matchable target. We need to see universities as a partner to make our product visible to students with the institution support getting credibility in the market.

4. Propose strategies to improve the showcasing we are making of every program (oGCDP, oGIP, iGCDP, iGIP, TMP, TLP, IXP).

• AIESEC in Colombia is still a network without a showcasing culture as an effective tool to promote the experience and be stronger in the sale process. But this is under-standable, we never execute the strategy in the correct way and never knew a good case practice to consider showcasing as a relevant strategy. The initiative is not a priority to the local committees who prefer the conventional channels to deliver the AIESEC message. Those conventional channels are demonstrating results and growth but are an obstacle to improve the perception about the brand, to generate a brand experience more dinamic, aligned with youth characteristics , there is not evolution.

General Solutions1) Culture: From Marketing, we need to show what was the impact of a showcasing strategy in other brands, in other countries of the network. We will take advantage of the events in the National Educational Cicle to make showcasing of the showcasing culture.

2) Talent planning: We need talent in our membership to develop content and use showcasing as an strategy to attack different profiles and innovate in the way that we approach people.

3) Outsource the content production in order to have more material which generate a really corporate and professional image of the brand with the purpose of make easier the sale and acelerate the positioning process.

4) Capitalize on different media as allies to make more visible the brand and have massive and convincing showcasing material. We could use co-branding as strategy to generate showcasing and circulate it in media.

5) Innovate about the type of material that we are producing. Video is not the only option, we can make images, podcast, series and other promotional pieces to diversify the way we tell to the audience about the experience.

Speci�c Solutions 1) TMP/TLP- Generate material in events taking advantage of the alive emotions generated because a session, an activity, a confer-ence day, etc.- Realice a contest presenting good case practices to the net-work. Here we are not just encourage showcasing but collaboration too.

2) GCDP-In IGCDP, we can make a general showcasing about the proj-ect told by trainees, TN Taker and impacted population. We can start with one story and connect this with another. The Project from several points of view.

- In OGCDP, we can make a contest in EPIC and choose 3 o 4 people, depending of the operative capacity of each LC, and gift them the experience video production but the material must to be generated by the EP, so we can produce a video of a returnee and connect people with the Exchange before and everybody will be motivated to have photos, videos or souve-nirs to remember the experience.

3) GIP- In IGIP, we really need to capitalize the ally with media to manage a co-branding concept where the TN Taker tell about the experience, position the company as an innovative one but AIESEC is showing that is delivering real and great experi-ences.- In OGIP, we can make a Before and After material where we ask some questions to see the point of view before and after the experience. That makes tangible the impact that the expe-rience generate in people. OGIP even when have a corporate product, must be sale emotionally.

Integrated Experience could be a strategy to show the oppor-tunities in the organization and generate people available to make a showcasion material.

In all cases, we need to work in quality of the experiences to have people who want to participate in a showcasing mate-rial. We need to connect exchange participants no with the experience but connect exchange participant with the experi-ence lived through AIESEC.

What can we do?

Video link:http://www.youtube.com/watch?v=RQ3Ejs4_gEo