Kineer Social Marketing Challenge Report
The report details a social marketing challenge presented to the Management Board of Kineer by University of Muenster Consulting. It includes analysis, recommendations, implementation strategies, and financial considerations aimed at promoting awareness and revenue growth for the organization. Key focuses include addressing crucial issues, defining future business strategies, and emphasizing the impact of proposed changes.
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Kineer: A Social Marketing Challenge University of Muenster Consulting Adressee: Management Board of Kineer Date: 8thof January 2022 Presented by: Niklas, Christoph, Tobias and Christian UMC University of Muenster Consulting
All human beings are born free & equal in dignity and rights. Article 1 of the United Nations Declaration of Human Rights UMC 2 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Goals of the meeting Illustrate how to address the most crucial issues for Kineer Present a strategy regarding Kineer s future business Describe the impact of the strategy UMC 3 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Agenda 1. Management summary 2. Analysis and development of alternatives 3. Recommendation 4. Implementation 5. Financials and risks 6. Conclusion UMC 4 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion In order to clearly define where to play and how to win the strategy Awareness Multiplicator is recommended providing 300 mil. revenue in 2023 and raising awareness for transgender Why change the direction? How to change direction? Initiatives What does this change provide? Outcome Status quo Undefined future No commitment to a long-term strategy Fast growing but highly competitive market Awareness Multiplicator Create a criteria-based approach towards targeting business clients Ensure strong cooperation with clients to raise awareness internally and externally Grow the business grow the reach Healthy revenue growth to 300 mil. in 2023 Increase the acceptance of transgender people India UMC 5 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Agenda 1. Management summary 2. Analysis and development of alternatives 3. Recommendation 4. Implementation 5. Financials and risks 6. Conclusion UMC 6 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Country analysis India: Growing market size for bottled water market level of acceptance for transgender within India is comparably low Bottled water market Socio-demographic Market size development In 700 Population of 1.4 billion people Increasing health concerns but no acces to clean water Growing economy Growth attracts international companies Comparable low acceptance of transgender within Indian population and companies Market growth to 403.06 billion by the end of 2023 Growth rate of approx. 18.25% Major player such as Coca Cola and Pepsi among other have 30-35% market share High distrubution costs for B2C 600 500 400 300 200 100 0 2018 2020 2022 2024 2026 Indian water market UMC 7 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Internal and external factors influencing Kineer s organization need to be considered - strong brand identity and rising global acceptance of transgender are most influential to Kineer Opportunities Unused sales channels (e.g., B2C) Rising awareness and acceptance of transgender globally International corporations provide leverage Threats Competitive market situation Complex distribution Social acceptance in India External Factors Internal Factors Strengths Strong brand identity High intrinsic motivation (strong personalities within staff) B2B presence and experience Which strength can be used to realize opportunities? Which strength minimizes threats? Strong intrinsic motivation minimizes threats of being intimated by low social acceptance Strong brand identity can help to address international companies with leverage Weaknesses Low access to capital & low revenue Poor online appearance Replicable product (product substitution) Which opportunity can be used to eliminate weaknesses? Which methods to use so that threats do not increase weaknesses? Diversify product portfolio to mitigate competition by addressing new markets Increase sales revenue by entering new sales channels and push awareness UMC 8 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Internal and external factors influencing Kineer s organization need to be considered - strong brand identity and rising global acceptance of transgender are most influential to Kineer Opportunities Unused sales channels (e.g., B2C) Rising awareness and acceptance of transgender globally International corporations provide leverage Threats Competitive market situation Complex distribution Social acceptance in India External Factors Internal Factors Strengths Strong brand identity High intrinsic motivation (strong personalities within staff) B2B presence Which strength can be used to realize opportunities? Which strength minimizes threats? Strong intrinsic motivation minimizes threats of being intimated by low social acceptance Strong brand identity can help to address international companies with leverage Weaknesses Low access to capital & low revenue Poor online appearance Replicable product (product substitution) Which opportunity can be used to eliminate weaknesses? Which methods to use so that threats do not increase weaknesses? Diversify product portfolio to mitigate competition by addressing new markets Increase sales revenue by entering new sales channels and push awareness UMC 9 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Different strategy alternatives for Kineer s future can be deducted from key results of previous analysis address international companies in India (B2B), Enter B2C and provide flavor drinks Management? summary Analysis? and development of alternatives Recommendation Implementation Financials and risks Conclusion Management? summary Analysis? and development of alternatives Recommendation Implementation Financials and risks Conclusion Management? summary Analysis? and development of alternatives Recommendation Implementation Financials and risks Conclusion Internal? and? external? factors? influencing? Kineer s organization? need? to? be? considered? -strong? corporate? identity? and? rising? acceptance? of? sexual? minorities? are? most? influential? to? Kineer Internal? and? external? factors? influencing? Kineer s organization? need? to? be? considered? -strong? corporate? identity? and? rising? acceptance? of? sexual? minorities? are? most? influential? to? Kineer Internal? and? external? factors? influencing? Kineer s organization? need? to? be? considered? -strong? corporate? identity? and? rising? acceptance? of? sexual? minorities? are? most? influential? to? Kineer Multiperspective analysis Opportunities Unused? sales? channels? (e.g.,? B2C) Rising? awareness? and acceptance of? ? sexual? minorities? globally International corporations? provide? leverage Threats Competitive? market? situation Complex distribution Social acceptance? in? India Opportunities Unused? sales? channels? (e.g.,? B2C) Rising? awareness? and acceptance of? ? sexual? minorities? globally International corporations? provide? leverage Threats Competitive? market? situation Complex distribution Social acceptance? in? India Opportunities Unused? sales? channels? (e.g.,? B2C) Rising? awareness? and acceptance of? ? sexual? minorities? globally International corporations? provide? leverage Threats Competitive? market? situation Complex distribution Social acceptance? in? India External? Factors External? Factors External? Factors Internal? Factors Internal? Factors Internal? Factors Strengths Strong? brand? identity High intrinsic? motivation? (strong? personalities? within? staff) B2B presence Strengths Strong? brand? identity High intrinsic? motivation? (strong? personalities? within? staff) B2B presence Strengths Strong? brand? identity High intrinsic? motivation? (strong? personalities? within? staff) B2B presence Which?strength?can?be?used?to?realize? opportunities? Which?strength?minimizes?threats? Which?strength?can?be?used?to?realize? opportunities? Which?strength?minimizes?threats? Which?strength?can?be?used?to?realize? opportunities? Which?strength?minimizes?threats? Strong? intrinsic? motivation? minimizes? threats? of? being? intimated? by? low? social? acceptance Strong? intrinsic? motivation? minimizes? threats? of? being? intimated? by? low? social? acceptance Strong? intrinsic? motivation? minimizes? threats? of? being? intimated? by? low? social? acceptance Strong? brand? identity? can? help? to? address? international? companies? with? leverage Strong? brand? identity? can? help? to? address? international? companies? with? leverage Strong? brand? identity? can? help? to? address? international? companies? with? leverage Weaknesses Low? access? to? capital? &? weak? margin Poor online appearance Replicable? product? (product? substitution) Weaknesses Low? access? to? capital? &? weak? margin Poor online appearance Replicable? product? (product? substitution) Weaknesses Low? access? to? capital? &? weak? margin Poor online appearance Replicable? product? (product? substitution) Which?opportunity?can?be?used?to? eliminate?weaknesses? Which?methods?to?use?so?that?threats?do? not?increase?weaknesses? Which?opportunity?can?be?used?to? eliminate?weaknesses? Which?methods?to?use?so?that?threats?do? not?increase?weaknesses? Which?opportunity?can?be?used?to? eliminate?weaknesses? Which?methods?to?use?so?that?threats?do? not?increase?weaknesses? Diversify? product? portfolio? to? mitigate? competition? by? addressing? new? markets Diversify? product? portfolio? to? mitigate? competition? by? addressing? new? markets Diversify? product? portfolio? to? mitigate? competition? by? addressing? new? markets Increase? profitability? by? entering? new? sales? channels? and? push? awareness Increase? profitability? by? entering? new? sales? channels? and? push? awareness Increase? profitability? by? entering? new? sales? channels? and? push? awareness UMC UMC UMC 8 |? 8thof? January? 2022 |? ? Title? ? |? ? University? of Muenster Consulting 8 |? 8thof? January? 2022 |? ? Title? ? |? ? University? of Muenster Consulting 8 |? 8thof? January? 2022 |? ? Title? ? |? ? University? of Muenster Consulting University? of Muenster Consulting University? of Muenster Consulting University? of Muenster Consulting Strong brand identity can help to address international companies with leverage Diversify product portfolio to mitigate competition by addressing new markets Increase sales revenue by entering new sales channels Combined key results Deduction of alternatives 1: Address international companies in India (B2B) 2: Enter B2C Market using Cyrus Desai 3: Introduce flavor drinks UMC 10 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Three alternatives transferred into strategies have been figured out to be most suitable to Kineer each of the derived strategies has different scope and impact 1 2 3 Awareness Multiplicator B2Cyrus Taste the mixture Address international companies in India (B2B) Enter B2C market using Cyrus Desai Flavor drinks Expand into B2C market to increase sales revenue and awareness by having strategic partnership with Cyrus Enter new business channel by providing new products with different flavor Use of public range and the need for large companies to sign up for CSR/ESG Diversified product portfolio and mitigated competition Increased awareness of transgender Growth in terms of B2C UMC 11 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Three alternatives transferred into strategies have been figured out to be most suitable to Kineer each of the derived strategies has different scope and impact 1 2 3 Awareness Multiplicator B2Cyrus Taste the mixture Which strategy is most suitable for Kineer at the present time? Address international companies in India (B2B) Enter B2C market using Cyrus Desai Flavor drinks Expand into B2C market to increase sales revenue and awareness by having strategic partnership with Cyrus Enter new business channel by providing new products with different flavor Use of public range and the need for large companies to sign up for CSR/ESG Diversified product portfolio and mitigated competition Increased awareness of transgender Growth in terms of B2C UMC 12 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Agenda 1. Management summary 2. Analysis and development of alternatives 3. Recommendation 4. Implementation 5. Financials and risks 6. Conclusion UMC 13 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Awareness Multiplicator scores best compared the the other strategies especially due to its advantages regarding the promotion of acceptance and feasibility Criteria Awareness Multiplicator B2Cyrus Taste the mixture 1. Strategic fit 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 2. Promoting acceptance and awareness 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 3. Appropriate time horizon 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4. Profitability 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 5. Feasibility 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Overall score 22 14 15 Key: 1: not satisfied 5: fully satisfied UMC 14 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Awareness Multiplicator is the most promising strategy due the promotion of acceptance and feasibility Our recommendation 1 2 3 Awareness Multiplicator B2Cyrus Taste the mixture Address international companies in India (B2B) Enter B2C market using Cyrus Desai Flavor drinks Expand into B2C market to increase sales revenue and awareness by having strategic partnership with Cyrus Enter new business channel by providing new products with different flavor Use of public range and the need for large companies to sign up for CSR/ESG Diversified product portfolio and mitigated competition Increased awareness of transgender Growth in terms of B2C UMC 15 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion The action plan to successfully implement Awareness Multiplicator is divided into two main pillars that include four initiatives Action plan Approaching the right clients Close collaboration with client Initiate marketing campaign with clients Raise awareness through NGOs Redefine client approach Leverage knowledge sharing 1 2 4 3 KPI Number of annual workshops with clients Social media traffic during events Number of international clients Number of social media followers Awareness Multiplicator Deep dives following in the implementation UMC 16 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Agenda 1. Management summary 2. Analysis and development of alternatives 3. Recommendation 4. Implementation 5. Financials and risks 6. Conclusion UMC 17 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Approach clients Collaboration UMC 18 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Approach clients| Using NGO s networks is a cheap and easy way of raising awareness and becoming visible for potential clients Approach clients Collaboration What is it? Raise awareness through NGOs Kineer and NGOs share the same values regarding transgender rights NGOs are likely to cooperate on a small budget Why is it needed? Roll out a high-profile awareness event Approach NGOs fighting for human rights in India (e.g., Human Rights Watch India) Invite people to an awareness run in major Indian cities Include iconic Indian transgender figures Let runners wear outfits that draw attention Use the NGOs existing network and reach to raise awareness NGO and Kineer will be streaming the events via social media Illustrate the responsibility of international corporations for the topic How does it work? Strategic priority Effort required Which KPI to use? Social media traffic during events low high low high UMC 19 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Approach clients| Targeting the clients appropriately enables cost savings amid limited capabilities and ensures raising transgender awareness Approach clients Collaboration What is it? Redefine client approach Kineer has limited financial and personnel capacities and thus needs a criteria-based selection A targeted search for clients using the internal capabilities of the founders saves time and money Why is it needed? 1. Define set of criteria for potential new clients International orientation High societal acceptance Direct customer contact CSR-responsibility How does it work? Target international companies operating in India Exemplary companies: international hotel chains Strategic priority Effort required Which KPI to use? Number of international clients low high low high UMC 20 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Approach clients| Targeting the clients appropriately enables cost savings amid limited capabilities and ensures raising transgender awareness Approach clients Collaboration What is it? Redefine client approach Kineer has limited financial and personnel capacities and thus needs a criteria-based selection A targeted approach helps to leverage the desired effects of raising awareness and growing the business Why is it needed? 2. Set up a plan on how to approach the identified customers Use internal capabilities: use network of Manish Jain and existing local customers Identify key messages for convincing potential customers Invoke their social responsibilities towards shareholders and customers in home country Outline the positive image created by cooperating with Kineer Show the benefits of working with local suppliers Explain that you are looking for partners, not customers Give details on Kineer s capabilities and past successes to underline ability to supply How does it work? Strategic priority Effort required Which KPI to use? Number of international clients low high low high UMC 21 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Approach customers Collaboration UMC 22 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Collaboration| Knowledge sharing raises awareness at clients internally and helps Kineer to further develop its business Approach clients Collaboration What is it? Leverage knowledge sharing Raising awareness at clients internally assures they will carry out the issue to the public Closer collaboration increases attractivity for clients and Kineer to cooperate Why is it needed? Initiate knowledge sharing to raise internal awareness Motivate clients to hire transgender people Knowledge sharing Kineer educates client s employees on transgender awareness and its benefits Clients offer insights on how to further develop Kineer s business Potential for further development Clients can transfer the concept to other countries Workshops on how to address the issue publicly How does it work? Strategic priority Effort required Which KPI to use? Number of annual workshops with clients low high low high UMC 23 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Collaboration| A social media marketing campaign saves costs, enables snowball effects and benefits both, Kineer and its clients Approach clients Collaboration What is it? Initiate marketing campaign with clients Business clients have high potential for transferring the issue to the public given their reach A joint marketing campaign allows to further gain brand awareness and benefits both partners Why is it needed? Create social media snowball Create short videos that can be posted on social media Behind the scenes insights into the work of Kineer Personal experiences of Kineer employees Prominent displaying of Kineer s water in videos Leverage network effects Clients and Kineer post videos addressing their fanbase on social media Followers are motivated to repost How does it work? Strategic priority Effort required Which KPI to use? Number of social media followers low high low high UMC 24 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion The different initiatives of Awareness Multiplicator have to be implemented within 3 years First results of this strategy can be seen in 2021 2021 2022 2023 Initiative Milestones and Results Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Awareness campaign First city run in major Indian city (Mumbai) Redefine client approach Focusing on several specific industries and developing a B2B sales strategy using the exisiting ambassador network Knowledge workshops First knowledge sharing workshop with international business client Collaborative marketing campaign First joint social media post of Kineer and its international business client Legend: Milestone UMC 25 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Agenda 1. Management summary 2. Analysis and development of alternatives 3. Recommendation 4. Implementation 5. Financials and risks 6. Conclusion UMC 26 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Different KPIs can be used in order to track the successful implementation of Awareness Multiplicators initiatives 14 international clients will be attracted by 2023 Approaching the right clients Close collaboration with client Initiate marketing campaign with clients Raise awareness through NGOs Redefine client approach Leverage knowledge sharing 1 2 3 4 KPI Number of annual workshops with clients Social media traffic during events Number of international clients Number of social media followers Target number 7.5 mil. 14 in 2023 28 in 2023 2.1 million in 2023 Reaching the targeted values for each KPI will ensure a successful rollout of the strategy UMC 27 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Due to the increased attraction of international corporations the Awareness Multiplicator strategy achieves total additional revenues of 308.9 mil. within 3 years Revenue forecast Key revenue driver in mil. 350 Additional sales as exclusive water supplier for international corporations 300 250 211.4 200 Constant revenues streams due to repeatable orders from B2B customers 150 67.1 30.4 100 Entering global target group of socially aware and financial powerful corporations 50 96 92 89 85 0 Status quo 2021 2022 2023 Revenues without strategy Reveneues of strategy UMC 28 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion The additional revenues of the Awareness Multiplicator strategy and the expenses according to marketing and social awareness campaigns lead to positive cashflow in 2023 Key assumptions New partners in 2023 14 General operating margin 80% Unit water bottle sales in 2023: 1.77 mil. Number of annual workshops 28 Average price per bottle 17.5 WACC 18% Free cashflow forecast 16.03 mil. in mil. 30.0 23.6 25.0 Marketing expenses 20.0 15.0 11.2 mil. 10.0 5.0 -0.7 Required initial investments 0.0 2021 2022 2023 -5.0 5 mil. -10.0 -10.6 -15.0 NPV Awareness Multiplicator strategy UMC 29 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion The strategy is exposed to various risks the most influential risk will be solved by attracting major customers through attractive corporate rates Risks and Countermeasure Risk matrix Probability Risk Countermeasure Price leadership Problems to attract major customers A B Profitability is assured but the message is more important Dependence on major customers A B Create a co-dependency International partners provide publicity and have financial leverage Resistance by ultra- conservative forces C C Impact UMC 30 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Agenda 1. Management summary 2. Analysis and development of alternatives 3. Recommendation 4. Implementation 5. Financials and risks 6. Conclusion UMC 31 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Awareness Multiplicator strategy enables Kineer to reach their goal of to 300 mil. revenue in 2023 while raising awareness for transgender issues in India nationally and globally Status quo No commitment to a long-term strategy Fast growing but highly competitive market Analysis Internal capacities too small for the B2C market Experience in cooperation with business customers Recommendation Leverage strengths in the B2B market Target international customers to raise awareness Impact Healthy revenue growth to 300 mil. in 2023 Greater awareness for transgender people in India UMC 32 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion A follow up project with the UMC would kick off with the following Action 1: Action 2: Action 3: Approach potential partners Spread the word Make the world a better place UMC 33 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Backup UMC 35 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Appendix 1: Deep Dive in the cost calculation of the presented net present value analysis Year 2021 2022 2023 2024 2025 Additional revenues 30 67 211 0 0 General operating expenses -24 -54 -180 0 0 Expenses from initiatives Personnel expenses -2.6 -4.0 -5.2 Marketing expenses -14.0 -1.0 -1.0 Workshops 0.0 -4.8 -1.6 Distribution restructuring 0.0 -4.3 -0.3 Free cash flows -10.6 -0.7 23.6 0.0 0.0 NPV 5 Discounted FCF -9 0 14 0 0 Discount factor 0.85 0.72 0.61 0.52 0.44 UMC 36 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Appendix 2: Overview revenue development and revenue structure 2021 2022 2023 Personal expenses New employees KINTO Administrative KINTO Marketing KINTO Manufacturing Salary per employee Onboarding program and trainings -2.6 97.0 2.0 5.0 90.0 -4.0 148.0 5.0 3.0 140.0 -20,000 -5,000 -5.2 191.0 8.0 3.0 180.0 -20,000 -5,000 -20,000 -5,000 Other annual operative expenses per employee -2,000 -2,000 -2,000 Marketing expenses Potential new customers Target group Costs per click Content creation Marathon Potential new customers Margin of runners Cost per runner General organisation cities Number of cities Ooperating expenses -14.03 -1.00 -1.00 150,000,000 7,500,000 $ (1) $ (6,000,000) -1,400,000 150,000,000 300,000.00 $ 2 $ (2,000,000) $ 5 -1,000,000 -1,000,000 -1,000,000 UMC 37 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Appendix 3: Deep Dive in the cost calculation of the presented net present value analysis 2021 2022 2023 Knowledge workshops -5 -2 Workshop creation -2,000,000 Material for partners -1,000,000 Strategy for partners -1,000,000 Operating costs of workshops -600,000 -1,400,000 Number of workshops 12 28 Other operating expenses -200,000 -200,000 Distribution -4.3 -0.3 Number of new bottles 2 2 Cost per bottle -0.3 -0.3 General investment -4 Other costs UMC 38 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Regeln der Zusammenarbeit UMC 39 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Regeln der Zusammenarbeit Bedeutung englisch Headline 22pt Schriftgr e standardm ig (16pt), Ausnahme Footnote (8 pt) und vereinzelt, falls Slide nicht ausreicht (14pt) Au enlinien 1 pt (bei Schatten 0,25pt) es sei denn Side sieht sonst schlecht aus Million mil. Milliarde bn. Stunden h Minuten min. Kein Schatten (geringf gig Ausnahmen m glich) Keine Unterstreichungen Kein Kursiv Fett Schrift, nur wenn highlighten Sinn ergibt, nicht willk rlich Slide nur MECE Bulletpoints wie hier aufgef hrt, Farbe grunds tzlich Dunkel Grau, au er bei rotem Hintergrund, dann wei Einheitliches Wording stets einhalten (top down orientierung ersten Slides definieren Wording) zum Beispiel e. g. das hei t i. e. inklusive incl. erster, zweiter, dritter 1st 2nd 3rd nicht verf gbar n. a. zu bestimmen tbd UMC 40 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Drafts for smartphones UMC 41 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Drafts for displays UMC 42 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Maps UMC 43 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel Country Name Email Tel UMC 44 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Sonstige Templates UMC 45 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
Management summary Analysis and development of alternatives Recommendation Implementation Financials and risks Conclusion Work in Progress Target customer Marktanalyse (wo vertreten) Competitor Analysis High Comp. 3 Comp. 2 Price XY (WE) Comp. 4 Comp. 5 Comp.1 Low Quality High Size of bubbles indicates size of revenue UMC 46 | 8thof January 2022 | Kineer: A Social Marketing Challenge | University of Muenster Consulting University of Muenster Consulting
