Fwd: Marketing plan group 5: Google Glass

[Rutger Zonneveld]

another strada classic...or so we hope :)

he's either going to appreciate the slightly different approach or not but either way good work guys and thanks for all the contributions!

---------- Forwarded message ----------
From: Rutger Zonneveld <rmzon...@gmail.com>
Date: Sun, Nov 17, 2013 at 8:54 PM
Subject: Marketing plan group 5: Google Glass
To: David Arnold <dar...@london.edu>
Cc: jti...@london.edu

Dear David,

Please find attached our marketing plan. I received a turnitin email for this course but when I logged in it said 'final exam' so I assumed that link wasn't for this assignment.

If you do want me to submit through turnitin then please let me know and happy to do so.

Thanks,

Rutger

[Rutger Zonneveld]

showtime again for Strada

---------- Forwarded message ----------
From: Rutger Zonneveld <rmzon...@gmail.com>
Date: Wed, Nov 20, 2013 at 3:00 PM
Subject: Re: Marketing plan group 5: Google Glass
To: David Arnold <dar...@london.edu>

Dear David,

Would love to! 

Yes, I asked for internal data/info from our Google X team (where Glass sits) but they weren't very forthcoming (as expected:)).

Definitely a team effort so there would probably be a few of us up there. 

Yes, interesting article and great idea to have the class read that. I think it's tempting with this topic to drift into a wider discussion about how much privacy we're willing to give up in return for a safer, more convenient society. But given the context of the course it would be more interesting (I think) to instead focus on the marketing challenge of convincing people that technology is a good thing (when used correctly).

Thanks,

Rutger  

On Wed, Nov 20, 2013 at 2:10 PM, David Arnold <dar...@london.edu> wrote:

Dear Rutger

How would you feel about being one of the three groups to present their plan for class discussion on Saturday?  I was initially thinking of excluding your topic, despite its undoubted interest, because of potential confidentiality, but now I see there is no apparently sensitive data there.  Let me know your thoughts.  If you are willing, I will reply with a more detailed brief.  Might be good to include the rest of your group, depending upon how involved they were in the paper.

I assume you have read the Economist lead article this week?  Might this be additional prep material for the class?

Best

David

 

_______________________________

David Arnold | Adjunct Professor | Marketing

London Business School | Regent's Park | London NW1 4SA | United Kingdom
Tel: +44 (0)20 7000 8614 | Mobile +44 (0)7976 018 538 | Email dar...@london.edu 

On 17 Nov 2013, at 20:54, Rutger Zonneveld <rmzon...@gmail.com> wrote:

Dear David,

Please find attached our marketing plan. I received a turnitin email for this course but when I logged in it said 'final exam' so I assumed that link wasn't for this assignment.

If you do want me to submit through turnitin then please let me know and happy to do so.

Thanks,

Rutger

<Google Glass_MKT PLAN_group 5.pdf>

[Ranadip Chatterjee]

Wow, great stuff! Well done! Strada Rocks!

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[Ranadip Chatterjee]

By the way, Rutger, do you have the Economist link at hand?

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Regards,
Ranadip Chatterjee

[Rutger Zonneveld]

http://www.economist.com/news/briefing/21589863-it-getting-ever-easier-record-anything-or-everything-you-see-opens

[Tero Rekinen]

Cool!

2013/11/20 Ranadip Chatterjee <rana...@gmail.com>

[Marcus Pequeno]

That's excellent news!! Congratulations guys!!

2013/11/20, Tero Rekinen <trek...@gmail.com>:

>>>> *David Arnold | Adjunct Professor | Marketing*

>>>>
>>>> London Business School | Regent's Park | London NW1 4SA | United
>>>> Kingdom
>>>> Tel: +44 (0)20 7000 8614 | Mobile +44 (0)7976 018 538 | Email

>>>> dar...@london.edu <your...@london.edu>

[Jeroen Afink]

Great news, well done guys!

Shall we make a few slides?

Verstuurd vanaf mijn iPad

[Rutger Zonneveld]

see below

I'll have a first go at preparing a flow/script of those 25 mins tomorrow and will share - I'm going to be a bit directive on this as we don't have a lot of time and there's loads going on already...having said that any initial thoughts do shout!

Usually not a fan of getting the whole group on stage but what could be more symbolic than a group effort on the last day of Strada!?

Would be quite good to have everyone involve somehow...

thanks,

Rutger

---------- Forwarded message ----------
From: Rutger Zonneveld <rmzon...@gmail.com>
Date: Wed, Nov 20, 2013 at 5:13 PM
Subject: Re: Marketing plan group 5: Google Glass
To: David Arnold <dar...@london.edu>

Hi David, this sounds great. Getting to experience what it's like to be a Marketing professor for 25 mins!

I can work with your brief no problem. I assume you will inform the class of the participative nature of the presentations (although as you've pointed out I don't think this group needs a lot of encouraging). 

Perhaps when you send out the economist article you could ask people to read this in the context of 'how would you market Google Glass' rather than 'where do you personally stand on this' (although the two are probably somewhat linked) so people will already have had some time to think about this.

Looking forward to Saturday!

Thanks,

Rutger

On Wed, Nov 20, 2013 at 4:08 PM, David Arnold <dar...@london.edu> wrote:

Dear Rutger

Excellent - thanks very much.  If the presentation involves a few of your group, so much the better.  I agree with your point about trying to stick to the marketing issues rather than the wider social issues, and will brief the class accordingly.  My plan as it stands would have you presenting second out of the three groups.  Here's the brief:

My objective in organizing these presentations is (for you) to allow the experience of the group to be applied to interesting marketing questions, and (for the audience) to experience exposure to new marketing situations and test their ability to identify the key points.  In terms of your presentation, therefore, I suggest that (a) you keep background to the minimum required to understand the ongoing issues - dive straight in; (b) you raise the challenges facing the business, and then ask for opinions from the large group, before you present your own ideas on a strategy for moving forward; (c) you conclude with your own thoughts on the way forward.  The most important point is that you adopt a teaching rather than a reporting approach, i.e. outline the questions, and then present them to the class.  Report/present your own thoughts only at the end of the slot. I do not expect you to prepare any new materials, but simply to use excerpts from your paper.

 

I suggest that you open by framing it as a challenge to overcome the innovator's curse, as in your paper, because that will raise the technology-driven vs. customer-driven dilemma, which is at the heart of this.  You might also offer some thoughts on the customer unmet need that is being addressed, and I like your segments (Potentials, Skeptics, etc).  I suggest you the  throw it open to the class before you get on to positioning.  Then at some point you need to take back control of the discussion and present your own conclusions on the way forward.

 

This is only a suggestion, so feel free to tell the story another way if you want, but please bear in mind my objectives.

 

My plan is for 25 minutes for each of the 3 groups who will present.   You don't need me to tell you that this is a very participative group full of ideas, which will present a challenge in terms of time management, so please plan accordingly, i.e. beware the danger of preparing too much presentation material. A few slides from the report will be enough.  It's up to you to decide which team members present.

 

Please let me know whether you are happy with this plan, and whether there are any other questions. 

 

Best regards,  

David

P.S.  'Glasshole' had me laughing out loud!

 

_______________________________

David Arnold | Adjunct Professor | Marketing

London Business School | Regent's Park | London NW1 4SA | United Kingdom

Tel: +44 (0)20 7000 8614 | Mobile +44 (0)7976 018 538 | Email dar...@london.edu 

On 20 Nov 2013, at 15:00, Rutger Zonneveld <rmzon...@gmail.com>

 wrote:

Dear David,

Would love to! 

Yes, I asked for internal data/info from our Google X team (where Glass sits) but they weren't very forthcoming (as expected:)).

Definitely a team effort so there would probably be a few of us up there. 

Yes, interesting article and great idea to have the class read that. I think it's tempting with this topic to drift into a wider discussion about how much privacy we're willing to give up in return for a safer, more convenient society. But given the context of the course it would be more interesting (I think) to instead focus on the marketing challenge of convincing people that technology is a good thing (when used correctly).

Thanks,

Rutger  

On Wed, Nov 20, 2013 at 2:10 PM, David Arnold <dar...@london.edu> wrote:

Dear Rutger

How would you feel about being one of the three groups to present their plan for class discussion on Saturday?  I was initially thinking of excluding your topic, despite its undoubted interest, because of potential confidentiality, but now I see there is no apparently sensitive data there.  Let me know your thoughts.  If you are willing, I will reply with a more detailed brief.  Might be good to include the rest of your group, depending upon how involved they were in the paper.

I assume you have read the Economist lead article this week?  Might this be additional prep material for the class?

Best

David

 

_______________________________

David Arnold | Adjunct Professor | Marketing

London Business School | Regent's Park | London NW1 4SA | United Kingdom

Tel: +44 (0)20 7000 8614 | Mobile +44 (0)7976 018 538 | Email dar...@london.edu 

[Marcus Pequeno]

I believe we should prepare something a la "Strada style". This would
be a great end of term for the group!

Any ideas? Jazz-it-up? Fancy glasses?
Talking about privacy... we may make some jokes with our class,
revealing (fake, of course!) secrets from some of our classmates. I am
sure some would not mind the joke.

Rutger, do you believe it would be possible to bring to class a couple
of Google Glasses samples?

2013/11/20, Marcus Pequeno <marcus....@gmail.com>:

[Marcus Pequeno]

Wow! It looks like the professor REALLY enjoyed the report!! Indeed,
lots of nice words about the focus, segmentation and concepts covered.

I am more than happy to contribute. After a few caipirinhas in the
barbecue place, lots of ideas will come out, but I agree with you we
need to have everything ready much before that.

Even though we should not have everyone on stage, we can still think
about a way of having 6 of us contributing to the presentation
(examples, comments, etc).

I look forward to reading the initial script. Cheers!

2013/11/20, Rutger Zonneveld <rmzon...@gmail.com>:

>> from the large group, *before* you present your own ideas on a strategy

>> *David Arnold | Adjunct Professor | Marketing*
>>

>> London Business School | Regent's Park | London NW1 4SA | United Kingdom
>> Tel: +44 (0)20 7000 8614 | Mobile +44 (0)7976 018 538 | Email

>> dar...@london.edu <your...@london.edu>

>>> *David Arnold | Adjunct Professor | Marketing*
>>>

>>> London Business School | Regent's Park | London NW1 4SA | United Kingdom
>>> Tel: +44 (0)20 7000 8614 | Mobile +44 (0)7976 018 538 | Email

>>> dar...@london.edu <your...@london.edu>

>>>
>>>
>>>
>>>
>>>
>>> On 17 Nov 2013, at 20:54, Rutger Zonneveld <rmzon...@gmail.com>
>>> wrote:
>>>
>>> Dear David,
>>>
>>> Please find attached our marketing plan. I received a turnitin email
>>> for this course but when I logged in it said 'final exam' so I assumed
>>> that
>>> link wasn't for this assignment.
>>> If you do want me to submit through turnitin then please let me know and
>>> happy to do so.
>>>
>>> Thanks,
>>> Rutger
>>> <Google Glass_MKT PLAN_group 5.pdf>
>>>
>>>
>>>
>>
>>
>

[Jeroen Afink]

Same here!

I havent presented much so I can cover the wearables market and some statistics about it.

Ciao
Jeroen

Verstuurd vanaf mijn iPad

[Ranadip Chatterjee]

Awesome, this one. Let me know anything I can help with. Happy with a
backstage, sidestage, centrestage or off-stage role, whatever works. I am
currently still completing the OM assignment, but should be available
after that.

Tero, same goes for LittleFields.

James, good luck with CF tomorrow (unless I have goofed up the dates!)

Egziting times ahead! See you on Friday.

[James Elwes]

Amazing guys, Strada nails it again! Great job Rutger and everyone.

Happy to do anything to help! Can we use actual google glass to present?

Sent from my iPhone using Mail+ for Outlook

[Rutger Zonneveld]

by the way as he's pointed out this is no indication into the final grade...

these things are a bit hard to come by to be honest

[Marcus Pequeno]

I believe all professors say that because otherwise they would have to justify why they chose ours and not others... and all this blah blah blah

But it is clear, especially from an academic point of view, they would chose the reports that best cover the concepts taught in class.

2013/11/20 Rutger Zonneveld <rmzon...@gmail.com>

[Tero Rekinen]

Awesome boys!

Rono: any help with the remaining open questions with Littlefield would be welcome. To be honest I've just skipped the ones with variabilities because I was too tired to think about standard deviations. I will have only limited time tomorrow to spend with it, but will be there to work on it.

James: thanks for the offer to crash in; I'll be happy to take it if we get Littlefield completed tomorrow, otherwise I'll skip the dinner and do it on Friday night.

tero

ps. I'm sure that some of the chicks in Happy Mondays audience were hot when the band was - 20 years ago…

[Marcus Pequeno]

Tero, let's make our best to complete all our assignments before Friday evening. I'm on DEO now, so that I can focus on other stuff tomorrow on my way to the UK.

If one of us has to skip the dinner to focus on any assignment, my vote is to skip the dinner together and have a nice pizza (Strada greasy style) while we finish together the assignments.

PS: what is Happy Mondays?!? Looks... not so good?!?

2013/11/21 Tero Rekinen <trek...@gmail.com>

[James Elwes]

Hi there

Completely concur with Marcus, no way one person should miss the dinner to work on an assignment, I reckon strada is definitely an 'all for one' team :-)

Besides, Pizza. beers, finishing OM, Marketing presentation and maybe a bottle of Vodka / a couple of bottles of champagne, doesn't sound like a bad way to spend a Friday night.

Thinking about that, did we ever settle up the accounts?

James

p.s. Marcus, I'm very disappointed in my mask - not impressive at all!

---

From: strad...@googlegroups.com [strad...@googlegroups.com] on behalf of Marcus Pequeno [marcus....@gmail.com]
Sent: 20 November 2013 23:51

[Marcus Pequeno]

Can we have Marketing+Littlefield preparation, together with some Brazilian and Czech hookers?

Everyone in James' place!!

2013/11/21 James Elwes <jelwes.e...@london.edu>

[Rutger Zonneveld]

ha brilliant idea...record the whole thing with Google Glass!

[Ranadip Chatterjee]

Superb job guys, specially Rutger, Marcus and Jeroen.

From: David Arnold <dar...@london.edu>
Date: Sunday, 8 December 2013 10:41
To: Rutger Zonneveld <rmzon...@gmail.com>, Jeroen Afink <jafink.e...@london.edu>, Ranadip Chatterjee <ranadipc....@london.edu>, James Elwes <jelwes.e...@london.edu>, Marcus Pequeno <mpcosta.e...@london.edu>, Tero Rekinen <trekinen....@london.edu>, Jeroen Afink <jafink.e...@london.edu>
Cc: Janine Titley <jti...@london.edu>
Subject: Re: Marketing plan group 5: Google Glass

Hello

Attached is grade and general feedback for your group assignment on the marketing course, along with a general note giving grade distributions.  Let me know if you have any questions.  Best,

David

 

_______________________________

David Arnold | Adjunct Professor | Marketing

London Business School | Regent's Park | London NW1 4SA | United Kingdom

Tel: +44 (0)20 7000 8614 | Mobile +44 (0)7976 018 538 | Email dar...@london.edu