PRACTICE VIDEO

Introduction to the Task: Nescafe Dolce Gusto Campaign00:01:01

The teams are tasked with creating a promotional campaign for Nescafé Dolce Gusto in Singapore. They need to develop a creative marketing strategy, including a pop-up café, standee design, flyers, and a tagline beginning with 'Coffee can be...'

Team Apex's Strategy and Challenges00:04:32

Team Apex, led by Ninku, decides on the tagline 'Coffee can be an escape.' They face an issue when promoting 'Cappuccino Ice,' a flavor only available online, not in retail stores. This decision is later criticized for not being relatable to a mass audience.

Team Mavericks' Strategy and Challenges00:05:41

Team Mavericks selects 'Coffee can be designer' as their tagline, aiming for an upmarket, stylish appeal. They also face a significant problem when supplying Nescafe with competitors' chocolates for their pop-up cafe.

Performance Review and Boardroom Judgement00:13:31

In the boardroom, both teams' campaigns are evaluated. Team Apex is praised for their tagline but criticized for poor product knowledge and featuring only one flavor, available online, in their campaign. Team Mavericks' concept is deemed a little weak but their promotional team strong. The client criticizes Mavericks for using a competitor's chocolate.

Ninku's Leadership and Team Accountability00:19:51

Ninku, as Project Manager for Team Apex, is questioned about the team's poor performance, particularly regarding product knowledge and the decision to focus on online products. Selena and Deian, the baristas, are also criticized for their lack of product familiarity and presentation skills.

Confrontation and Weak Links00:22:48

Allegations of blaming and ganging up emerge within Team Apex. Deian accuses Ninku of project management failure, citing a lack of oversight. Selena points out Deian's weaknesses in product knowledge and engagement, particularly her misrepresentation of an automatic machine as manual.

The Firing Decision00:28:41

The mentor announces the firing. Selena is praised for her concept and consistency but criticized for promoting only one flavor. Deian is admonished for lacking product knowledge and energy. Ninku is held accountable for her failure as project manager, including failing to vet work and emphasize product knowledge. Ultimately, Ninku is fired for a perceived lack of fighting spirit and making excuses.