Leadership presentation by AIESEC UI

1. Product
Leadership
Strategy

2. Agenda
Product Leadership Strategy
AIESEC Product Leadership Strategy
Four areas of benefits that AIESEC offers

3. Agenda
Product Leadership Strategy
AIESEC Product Leadership Strategy
Four area of benefits that AIESEC offers

4. Organization Vision
Corporate Firm
NGO
Government
Association
Strategy

5. The Choice of Strategy
Product Leadership
Cost
Leadership Customer
Intimacy

6. Product Leadership
To pursue a strategy of
“Cost Leadership” is the way to
strategically position a company on the
advantage of cost is to increase
Cost Customer market share by transforming from
Leadership Intimacy lowest cost producer to lowest cost
supplier of products.
Now everyone can fly

7. Product Leadership
To pursue a strategy of
“Customer Intimacy” is predicated on
tailoring and shaping products and
services to fit an increasingly fine
definition of the customer. The objective
Cost Customer
is long-term customer loyalty and long-
Leadership Intimacy
term customer profitability.

8. Product Leadership To pursue a strategy of
“Product Leadership" entails delivering
value through offering leading edge
products and services, and creatively
adapting services, providing a stream to
Cost Customer new and changing marketing conditions
Leadership Intimacy while constantly pursuing new solutions on
behalf of its clients and customers.

9. The Choice of Strategy
Product Leadership
Cost Customer
Leadership Intimacy

10. Organization Vision
Strategy

11. What is our Strategy ?
Product Leadership
Cost Customer
Leadership Intimacy

12. Agenda
Product Leadership Strategy
AIESEC Product Leadership Strategy
Four area of benefits that AIESEC offers

13. • Niche player
Product Leadership • Delivering to the specific
needs of a particular market
segment
• Individual solutions
• Identify customer needs and
develop solutions
Customer • Marketing/sales of unique
Cost customer solutions
Leadership Intimacy

14. • The company achieves the
lowest production and
distribution costs in the
industry
Product Leadership • Positioning the company as
a Low cost in the market
• Increasing revenue is the
first priority for the company
• Marketing/sales of
components/stand alone
Cost Customer products
Leadership Intimacy • ”Find” customers and offer
them existing portfolio

15. Product Leadership
Unique Product
Superior Quality
Create a Product then educate the Market
Cost Customer
Leadership Itimacy

16. Connection
Balanced Score Card
Product Leadership
AIESEC 2010
AIESEC XP
AIESEC
Way

17. Product
Leadership AIESEC Experience is the core product of AIESEC.
Different facets of AIESEC Experience are sold to different stakeholders who
Product customize their own experience.
AIESEC’s Product Leadership
@XP as an experience & how it is lived needs to
continue to evolve & improve, which would ensure our product
leadership. The absolutes of @XP are an exchange & leadership experience & a
global learning environment.
Cost Customer
The objectives & scope of our core processes
need to be standardized across the network. The
processes should be customizable to the reality of countries, which would ensure
our product leadership on the ground, at the LC level.
We have to create a prime quality experience for every
stakeholder.
We need to have an extremely strong & reputable brand which
attracts people & organizations to AIESEC & @XP. We need to
reach out & educate the markets about our product – the AIESEC Experience.
We need to be always sure about our product portfolio & the
value that the products offer. The portfolio continues to evolve as we find more
opportunities with @XP, but we need to be comfortable with the idea of everyone not wanting our
products & not wanting to associate with AIESEC.

18. Key principles of ‘Product Leadership’ Strategy
1. Develop a mindset of innovation amongst the
members
2. Lead & educate the markets about the use, need &
benefits of new products
3. A risk oriented management style, developing an
attitude of self-management amongst the
members

19. Product Leadership as our STRATEGY
 Does it give you focus & direction to your
organization’s activities?
 Does it help define what not to focus on, what not to
do?
 Does it aim to create a unique competitive position
in the long-run?

20. Product Leadership:
A corporate perspective
• Why can companies charge a higher price if
they choose product leadership?
• What are the risks?

21. • The value added by the uniqueness of the
product  a premium.
• The higher price will more than cover the
extra costs incurred in offering the unique
product.

22. • Because of the product's unique attributes, if
suppliers increase their prices the firm may be
able to pass along the costs to its customers
who cannot find substitute products easily.

23. Firms that succeed in a differentiation strategy
often have the following internal strengths:
• Access to leading market research.
• Highly skilled and creative product development
team.
• Strong sales team with the ability to successfully
communicate the perceived strengths of the
product.
• Corporate reputation for quality and innovation.

24. • The risks associated with product
leadership strategy include imitation by
competitors and changes in customer
tastes.

25. Think about yourself…
• When you first joined AIESEC, you bought
AIESEC’s product – AIESEC XP.
Is it a unique product for you? How unique?
Have you experienced superior quality? If yes,
how? If no, why?

26. Now you’ve become LCEB. As the people who
develop our product,
Have you put innovation into developing our
product?
Have you been educating our market about
our product?
 How do you ensure your members are
enjoying high quality experience?

27. Because we choose Product Leadership,
does it mean…
• We just need to educate the market to buy
the thing we currently have?
• We can ignore market needs?

28. An
example:
OGX

29. Now think about your LC
Think about what are the
products/initiatives/actions/projects in
your LC that you consider to be aligned
with the product leadership strategy?

30. Agenda
Product Leadership Strategy
AIESEC Product Leadership Strategy
Four areas of benefits that AIESEC offers

31. In any product, any activity or partnership AIESEC brings
four areas of benefit. It is crucial that AIESEC delivers
value to any to its partners/sponsors. With no value-partners
have no reason to continue in partnerships.
Access to Talent
Employer Branding
Impact in Society
Access to youth opinion

32. Value Description AIESEC offers
Global
International Internship Program
Talent
Mentorship Program
Leadership Development Program
Local Graduate Program
Talent
Alumni Hall of Fame
Alumni Graduate Program

33. Value Description AIESEC offers
AIESEC Conferences : Content
workshops, Partnership
AIESEC enables Launch.
organizations to interact
physically and virtually with
high talented people from AIESEC Events – Alumni Events
all over the world in order
to strengthen their Reward and Recognition:
employer brand and Global/ Regional Awards
position the company as
the first choice of attracting
Talent in the market. Virtual platform
(myaiesec.net), wiki, classified
…etc

34. Value Description AIESEC offers
Focusing on developing
youth and interacting with Issue Based Projects
them around specific issues
become a major need for Learning Events and
corporate organization learning networks
nowadays.
CSR/Sustainability Forums
AIESEC is partnering with
the corporates to provide AIESEC Expansion
the needed impact in
society.

35. Value Description AIESEC offers
Youth is the future of any
business today. Youth opinions
and innovation are crucial in
order for any business to be Online Surveys
aware of trends and issues
young people care about. Campus Surveys
AIESEC offers the opportunity
to interact physically and
AIESEC Symposium
virtually with high-potential
university students and
graduates from all over the Focus Groups and
world through gathering their workshops
opinion through ON-Line
Surveys and Focus Groups

36. Value 1
Value 2
Value 3
Value 4

37. That was:
Product Leadership Access to Talent
Employer Branding
Impact in Society
Cost Customer Access to Youth
Leadership Itimacy opinion
Questions Please 

38. Thank you!