Manage Sub Product in GIP Operation-AIESEC

MarketingMarketing AccountinAccountin
gg
BABA FinanceFinance
LawLaw HRHR EconomicEconomic
ss
ITIT
EngineeriEngineeri
ngng
Nature &Nature &
LifeLife
ScienceScience
OtherOther
TechnicalTechnical
SubjectsSubjects
TeachingTeaching
Arts &Arts &
ArchitectuArchitectu
rere
CultureCulture
EducationEducation
SocialSocial
ScienceScience
CommunicCommunic
ation &ation &
JournalismJournalism

Solution 1: S&D
alignment
Create specific and
common language to align
supply and demand
globally

Solution 2:
Market
penetration
Sub-product market
penetration by correlating
AIESEC’s brand as a supplier
of talent within the specific
industry (applies to OGX as
well as sub product brand)

Allow better and more
specific cross-cultural
professional GIP experience
for youth leadership
development
Solution 3:
Specific leadership
development

16 GIP16 GIP
Sub-ProductsSub-Products
TechnicalTechnical::
----------------------------------------
Information TechnologyInformation Technology
Nature & Life ScienceNature & Life Science
EngineeringEngineering
Other Technical SubjectsOther Technical Subjects
Social Science and Culture:Social Science and Culture:
----------------------------------------
Teaching & Language EducationTeaching & Language Education
Arts & ArchitectureArts & Architecture
Cultural EducationCultural Education
Social SciencesSocial Sciences
Communication & JournalismCommunication & Journalism
ManagementManagement
--------------------------------
MarketingMarketing
AccountingAccounting
BusinessBusiness
AdministrationAdministration
FinanceFinance
LawLaw
Human ResourcesHuman Resources
EconomicsEconomics

TechnicalTechnical
InternshipsInternships

Technical |Technical |
InformationInformation
TechnologyTechnology    Artificial IntelligenceArtificial Intelligence
    Database ManagementDatabase Management
    Mobile ApplicationsMobile Applications
    Mobile TechnologyMobile Technology
    Network Management & Data TransmissionNetwork Management & Data Transmission
    Software Development and ProgrammingSoftware Development and Programming
    Systems Analysis and DesignSystems Analysis and Design
    Web Development and ManagementWeb Development and Management

Nature and LifeNature and Life
ScienceScience    AgricultureAgriculture
    Applied PhysicsApplied Physics
    BiochemistryBiochemistry
    BiologyBiology
    BiophysicsBiophysics
    EcologyEcology
    Environmental ProtectionEnvironmental Protection
    Food EngineeringFood Engineering
    General & Inorganic ChemistryGeneral & Inorganic Chemistry
    Genetic EngineeringGenetic Engineering
    HorticultureHorticulture
    Land & Water ManagementLand & Water Management
    Medicine & HealthcareMedicine & Healthcare
    MicrobiologyMicrobiology
    Molecular BiologyMolecular Biology
    Organic ChemistryOrganic Chemistry
    Physical ChemistryPhysical Chemistry
    Process Engineering / BioprocessProcess Engineering / Bioprocess

    Aerospace EngineeringAerospace Engineering
    Automotive EngineeringAutomotive Engineering
    Chemical EngineeringChemical Engineering
    Civil EngineeringCivil Engineering
    Electrical EngineeringElectrical Engineering
    Electronics EngineeringElectronics Engineering
Environmental EngineeringEnvironmental Engineering
Industrial EngineeringIndustrial Engineering
Introductory EngineeringIntroductory Engineering
Mechanical EngineeringMechanical Engineering
Telecommunications EngineeringTelecommunications Engineering

Other TechnicalOther Technical
SubjectsSubjects    Advanced MathematicsAdvanced Mathematics
    Animal Products TechnologyAnimal Products Technology
    ConstructionConstruction
    Fermentation TechnologyFermentation Technology
    GeometryGeometry
    HydromechanicsHydromechanics
    Plant Products TechnologyPlant Products Technology
    Renewable EnergiesRenewable Energies
    RoboticsRobotics
    TourismTourism

Social ScienceSocial Science
and Culturaland Cultural

Social Science and CultureSocial Science and Culture ||
Teaching & LanguageTeaching & Language
EducationEducation    Advanced TeachingAdvanced Teaching
    Child (Youth) EducationChild (Youth) Education
    Foreign Languages EducationForeign Languages Education
    Introductory TeachingIntroductory Teaching
    LinguisticsLinguistics
    Subjects EducationSubjects Education

Arts & ArchitectureArts & Architecture
    ArchitectureArchitecture
    ArtsArts
    Fashion & DesignFashion & Design
    Graphic DesignGraphic Design
CulturalCultural
EducationEducation    Advanced Cultural EducationAdvanced Cultural Education
    Bilingual and Cross Cultural EducationBilingual and Cross Cultural Education
    International EducationInternational Education
    Introductory Cultural EducationIntroductory Cultural Education

Social SciencesSocial Sciences
    Counselling and GuidanceCounselling and Guidance
    Development StudiesDevelopment Studies
    PsychologyPsychology
    Social WorkSocial Work
    SociologySociology
Communication &Communication &
JournalismJournalism    Introduction to CommunicationsIntroduction to Communications
    JournalismJournalism
    Public RelationsPublic Relations

ManagementManagement

ManagementManagement||
MarketingMarketing
    Advertising + Public RelationsAdvertising + Public Relations
    Brand & Trademark ManagementBrand & Trademark Management
    Consumer + Buyer BehaviorConsumer + Buyer Behavior
    Customer Relationship ManagementCustomer Relationship Management
    Import & ExportImport & Export
    International MarketingInternational Marketing
    Introductory MarketingIntroductory Marketing
    Market Research & EvaluationMarket Research & Evaluation
    Product Planning, Development & ControlProduct Planning, Development & Control
    Retail + Sales MarketingRetail + Sales Marketing

Human ResourcesHuman Resources
    Advanced HR managementAdvanced HR management
    Industrial relationsIndustrial relations
    International Resource ManagementInternational Resource Management
    Introductory HR managementIntroductory HR management
    Organisational BehaviourOrganisational Behaviour
    Personal EvaluationPersonal Evaluation
    Recruitment and AllocationRecruitment and Allocation
    Training and DevelopmentTraining and Development

EconomicsEconomics
    Developmental EconomicsDevelopmental Economics
    Economic Research + ForecastingEconomic Research + Forecasting
    Environmental EconomicsEnvironmental Economics
    International Trade + Balance of PaymentInternational Trade + Balance of Payment
    Introductory EconomicsIntroductory Economics
    MacroeconomicsMacroeconomics
    MicroeconomicsMicroeconomics
    Monetary Economics + Public FinanceMonetary Economics + Public Finance
    Political SciencePolitical Science
    StatisticsStatistics

FinanceFinance
    BankingBanking
    Financial Planning + BudgetingFinancial Planning + Budgeting
    InsuranceInsurance
    International Financial ManagementInternational Financial Management
    Introductory FinanceIntroductory Finance
    Investment Management + Security AnalysisInvestment Management + Security Analysis
    Risk ManagementRisk Management

LawLaw
    Advanced LawAdvanced Law
    Business LawBusiness Law
    Civil LawCivil Law
    Criminal LawCriminal Law
    International LawInternational Law
    Introductory LawIntroductory Law

    AuditingAuditing
    Cost accountingCost accounting
    Financial accountingFinancial accounting
    Introductory accountingIntroductory accounting
    Managerial accountingManagerial accounting
    PurchasingPurchasing
    Social & Ethical Editing + ReportingSocial & Ethical Editing + Reporting
    Social AccountingSocial Accounting
    TaxationTaxation

Business AdministrationBusiness Administration
    Corporate Community EngagementCorporate Community Engagement
    Crisis ManagementCrisis Management
    Event ManagementEvent Management
    Hotel + Restaurant ManagementHotel + Restaurant Management
    Industrial ManagementIndustrial Management
    International ManagementInternational Management
    Introduction to Management / Business AdministrationIntroduction to Management / Business Administration
    Organisation Management + PlanningOrganisation Management + Planning
    Project ManagementProject Management
    Transportation / Distribution ManagementTransportation / Distribution Management

Content
Choose sub products
Develop sub productsDevelop sub products
Implement sub product strategyImplement sub product strategy

Step 1: Choose Sub
Products with Focus
Industry

a. External and internala. External and internal
research to identifyresearch to identify
product in key marketproduct in key market
External MarketExternal Market
PotentialPotential
Supply of AIESECSupply of AIESEC
NetworkNetwork
Q1 :Where to
Sell
Q2: What to
Sell

Market & ProductMarket & Product
SegmentationSegmentation
1) Market segmentation to drive penetration in1) Market segmentation to drive penetration in
the marketthe market
2) Sub product to align supply & demand2) Sub product to align supply & demand

1 Market segmentation to)1 Market segmentation to)
drive penetration in the marketdrive penetration in the market
Case study 1: Market penetration in Bursa-City inCase study 1: Market penetration in Bursa-City in
TurkeyTurkey
70% TNs realized in top 3 industry: Automobile, Textile,70% TNs realized in top 3 industry: Automobile, Textile,
FoodFood
Penetration in top industries:Penetration in top industries:
-Well known as international talent provider in the industry HR circle-Well known as international talent provider in the industry HR circle
--Cooperation with big names in the industriesCooperation with big names in the industries
-Exposure on most industry events as guest-Exposure on most industry events as guest
-Cooperation with main industrial park (contacts of all companies in-Cooperation with main industrial park (contacts of all companies in
the industries)the industries)

2 Product segmentation to align)2 Product segmentation to align)
supply and demandsupply and demand
Case study 1: Sub Product Package in BrazilCase study 1: Sub Product Package in Brazil
AIESEC Brazil offers 5 sub products for AIESEC toAIESEC Brazil offers 5 sub products for AIESEC to
sell in key industries. For each product, they have specificsell in key industries. For each product, they have specific
proposal with concrete supply information, proposed JDproposal with concrete supply information, proposed JD
and testimonial.and testimonial.
The benefits of sub product package is-make it specificThe benefits of sub product package is-make it specific
for company to understand AIESEC and make it easierfor company to understand AIESEC and make it easier
for members to sell with business language.for members to sell with business language.

Implementation advice forImplementation advice for
ICXICX• Choose focus industriesChoose focus industries
• Link sub products with focus industriesLink sub products with focus industries
• Build sales force around focus industriesBuild sales force around focus industries
• Package and offer sub productsPackage and offer sub products

1) For OGX, market segmentation can be based1) For OGX, market segmentation can be based
on sub product. We do recruitment basedon sub product. We do recruitment based
different backgrounds and type of JD.different backgrounds and type of JD.
2) Students also want to know what industries2) Students also want to know what industries
they will be working for.they will be working for.
Clarification of MarketClarification of Market
& Product Segmentation& Product Segmentation
for oGIPfor oGIP

Implementation advice forImplementation advice for
OGXOGX• Choose focus sub productsChoose focus sub products
• Identify key student markets for focus subIdentify key student markets for focus sub
productsproducts
• Build operation process based on sub product butBuild operation process based on sub product but
align marketing & sales activities based onalign marketing & sales activities based on
student marketstudent market
• Provide industry information when offering subProvide industry information when offering sub
products to EPsproducts to EPs

Sub Product MatrixSub Product Matrix
Product AProduct A
Market AMarket A
Product BProduct B
Product CProduct C
Market BMarket B

How we choose focusHow we choose focus
product globally?product globally?

1. Past performance1. Past performance
analysisanalysis

GIP ProductGIP Product
SegmentationSegmentation
MarketingMarketing
Business AdministrationBusiness Administration
ITIT
TeachingTeaching
Develop business strategies for different subDevelop business strategies for different sub
products based on scale & growth.products based on scale & growth.

GROWTHGROWTH
(Absolute(Absolute
growth of TNs)growth of TNs)LOWLOW
SCALE –SCALE –
HIGHHIGH
GROWTHGROWTH
THETHE
PIONEERSPIONEERS
(Below 1000(Below 1000
realization; aboverealization; above
500 growth)500 growth)
HIGHHIGH
SCALE –SCALE –
HIGHHIGH
GROWTHGROWTH
THETHE
CHAMPIOCHAMPIO
NN
(Above 1000(Above 1000
realization; aboverealization; above
500 growth)500 growth)
LOW SCALE –LOW SCALE –
LOW GROWTHLOW GROWTH
THETHE
BEGINNERBEGINNER
SS
(Below 1000; below(Below 1000; below
HIGH SCALE –HIGH SCALE –
LOW GROWTHLOW GROWTH
THETHE
PRODUCEPRODUCE
RSRS
(Above 1000(Above 1000
SCALESCALE
(Absolute(Absolute
realizatiorealizatio
n of TNs)n of TNs)

GROWTGROWT
HH
(Absolute(Absolute
growthofgrowthof
TNs)TNs)
SCALSCAL
EE
(Absol(Absol
uteute
HIGHHIGH
SCALE –SCALE –
HIGHHIGH
GROWTHGROWTH
MarketingMarketing
BusinessBusiness
AdministrationAdministration
InformationInformation
TechnologyTechnology
TeachingTeaching
LanguageLanguage
EducationEducation
CulturalCultural
EducationEducation
HIGHHIGH
SCALE –SCALE –
LOWLOW
GROWTHGROWTH
Social ScienceSocial Science
LOWLOW
SCALE –SCALE –
LOWLOW
GROWTHGROWTH
Art &Art &
ArchitectureArchitecture
CommunicationCommunication
& Journalism& Journalism
EconomicsEconomics
FinanceFinance
LOWLOW
SCALE –SCALE –
HIGHHIGH
GROWTHGROWTH
Other TechnicalOther Technical
SubjectsSubjects
GIPGIP
201201
11

2. Market validation2. Market validation

MarketMarket
valuevalue
(Product)(Product)
Org. ValueOrg. Value
(Program)(Program)
PersonalPersonal
Value &Value &
NeedsNeeds
(Membership)(Membership)
b. Identify value of theb. Identify value of the
sub productsub product

omania iGIP Teaching Product
etherlands iGIP IT Product

Sub-product developmentSub-product development
• AIESEC Germany oGIP
product development NST
summit

Sub Product
Development Checklist• Target industry/faculty
• Sample Job Description and
sample profile
• Sub product target EP/TN
supplier
• Product value and benefits
• Pricing
• Sub product
raising/selection standard
• Timeline of the product

TelecommTelecomm
unicationsunications
WebWeb
ServicesServices
Web AppsWeb Apps
MobileMobile
AppsApps
GamesGames
User AppsUser AppsWebWeb
HostingHosting
ITIT
NetworkinNetworkin
gg
ServerServer
AppsApps
EmbeddeEmbedde
d Appsd Apps
DesktopDesktop
AppsApps
Target Industry and Faculty

Sample JD and ProfileSample JD and Profile

1. Detailed sub product1. Detailed sub product
analysisanalysis

2. Develop key JD and2. Develop key JD and
ProfileProfile

Market Segment Top Profile needed (Must to have)
Web App/Services Development
Background
Web Development and Management
Database Management
Software Development and Programming
Skills
SQL
PHP
MySQL
CSS
Unix/Linux
IT sub product in Web
App/Services
development industry
Sample Job Description
and sample profile

Product Benefits
The product benefits
identified by AIESEC India for
their GIP marketing sub
product.
•Cost effective
•Linguistic abilities
•Multicultural work
environment
•Outreach to talent through
virtual platform

Step 3:
Sub product
implementation

a. Set goal, build pipelinea. Set goal, build pipeline
and plan based on suband plan based on sub
productproduct
Each sub product has its own
match rate and timeline. Setting
separate goal and monthly
pipeline is the first step in
managing sub product.AIESEC
Colombia
Monthly
Tracking Tool

b. Front office based onb. Front office based on

b. Front office based onb. Front office based on
• Sub product based channel
• Sub product based sales
education
• Sales force focus on specific
sub products in target
industry
• Sub product based country
partnership

c. Back office based onc. Back office based on
sub productssub products
Key ProgramKey Program
Back officeBack office
Front officeFront office

If 1000 IT GIP is aIf 1000 IT GIP is a
project, it definitely hasproject, it definitely has
the involvement from backthe involvement from back
office and front office.office and front office.
And it needs a projectAnd it needs a project
manager for all front officemanager for all front office
and back office activities.and back office activities.

Project: 1000 GIP “Global ITProject: 1000 GIP “Global IT
Talent Sourcing”Talent Sourcing”
ODOD

Only if different parts ofOnly if different parts of
the project plan is reflectedthe project plan is reflected
in different individuals’in different individuals’
plan, it will be tracked andplan, it will be tracked and
it will happenit will happen

ICX plan
Strategy Initiatives Action steps DDL Respo
Segment
Outsourcing
UO
Call to XXL 11.11. VP ICX
.....
.....
contact signed 12.12. VP ICX
Events
make timeline of events with VP Com 10.11. VP ICX
divide people particpating in events 11.11. VP ICX
preperae promotion materials with VP Com 12.11. VP ICX
ER/BD/CR plan
Segment Outsourcing
Partnership of
segment
Call to PWC 11.11. VP BD
.....
.....
contact signed 12.12. VP BD
Partnership of
sellers
call to .... 10.11. VP BD
partner found 11.11. VP BD
education delivered 12.11. VP BD
TM plan
Segment Outsourcing
Team JD and
flow reviewed
Meeting with ICX about team JD and flow 11.11. VP TM
.....
.....
structure of team planned 12.12. VP TM
Education of
segment
delivered
Meeting with ICX about needed national education 10.11. VP TM
Plan of national education done 11.11. VP TM
Education delivered 12.11. VP TM

GIP sub product oriented
marketing strategy
Example: International Tech Talent
Program(IT, Engineering)

marketing strategy
-Foundation of alignment
-Tracking
G T C -– –G T C -– –
MM

-Set goal and tracking the progress of joint-Set goal and tracking the progress of joint
project (Online)project (Online)
Ultimate KPIUltimate KPI

GIP sub product oriented Talent
Management strategy
Example:
1.TMP recruitment for IT sub product
2.Sub product based GIP TMP
induction

GIP sub product oriented Talent
Management strategy
Example:
Sub product based structure
NST sub product manager, LC Sub
product based team
What is the key question your
TM process try to solve?

ProgramProgram
ProcessProcess
TalentTalent
CapacityCapacity
&&
QualityQuality
ExperienceExperience
What matters the solution these process bring
hat matters the solution these process bring

education/LCD strategy
Example: IT education camp in
Mainland of China

SubSub
ProduProdu
ctct

• Teaching TL in each LC which runs GIPi or starts
running it and has market potential
• Teaching and Marketing TL in LCs which are
experienced in GIPi
• Formed sub-product national growth networks: ex.
teaching TLs for teaching growth network
• NST for specific sub-product to manage growth
network
Russia’s sub product basedRussia’s sub product based
structurestructure

Russia’s sub product basedRussia’s sub product based
education cycleeducation cycle
• NST sub-product responsible worked out sales trainings
based on sub-product specifics
• Sub-product sales education for VPs (before TL elections),
than for TL (before team allocation), than for TMs
• Coaching & support from NST to TLs growth network in
specific sub-product: personal coaching chats, group chats
within sub-product growth network to share knowledge and
GCPs
• Constant sub-product supply analysis provided by NST and
country2country cooperations setting and management to
sell right profiles from right countries and increase MA rate

d. Sub product basedd. Sub product based
trackingtracking

4. LC&MC role in4. LC&MC role in
implementationimplementation
MM
CC
LCLC

MM
CC
Lead sub product salesLead sub product sales
and delivery strategyand delivery strategy
Sub product partnershipSub product partnership
CY partnershipCY partnership
Identify main sub productsIdentify main sub products
and develop sub productsand develop sub products
Education, Support andEducation, Support and
Replicate SuccessReplicate Success

LCLC
FeedbackFeedback
Match based on subMatch based on sub
productproduct
ImplementImplement
raise/recruitment/selectionraise/recruitment/selection
based on main sub productbased on main sub product
standardstandard
Develop sub product basedDevelop sub product based
on local realityon local reality

Manage Sub Product in GIP Operation-AIESEC

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