Your task: plan quality acquisition for Genovia, a fictional market. You build straight onto the consumer journey, stage by stage: the job to be done, the channels, and the AI bets that power it. First on your own, in your real role. Then together, as one team.
A mid-size, heavily regulated market. IQOS has led the smoke-free category for six years, but the net user base is now in decline: 12K leaving each year, only ~3,800 joining. Combustible cigarettes still dominate. A rival heated-tobacco brand, RIVA, is gaining ground in the big cities.
All Genovia figures are invented for a fictional market and are illustrative only. Platform, program and tool mechanics follow the official PMI material.
Build quality awareness, generate quality leads, and convert them to trial and purchase.
These are some of the restrictions the Genovia market operates within. Every plan has to live inside them.
Five dimensions of Genovia's reality, what is live, and what it means for acquisition.
You have studied the market and the funnel. Based on what you have seen, define the core challenge, the question your strategy must answer.
Looking at the funnel data, write a "How can we..." question that names the specific gap and points toward a direction.
Your individual round in full, challenge, SWOT, objective and journey. Download it to bring to the team round; you don't need to wait for anyone else.
Together you reached across functions and supported every stage. This is what one integrated journey can look like: the job, the channels, the AI bets and who leads each move. Treat it as a worked example to take inspiration from. The real plan is the one you will build for your own market on Day 3.
Discuss as a team first — then reveal the worked example.
Genovia has three distinct groups of LANU, each at a different point in the journey, each needing a different approach.
Mostly off-journey. Aware IQOS exists, will not seek it out. Entrenched in routine with high inertia.
Physical presence, social proof, price. Needs to be shown, not discovered.
Most reachable, but RIVA is actively courting them in the cities. Brand desirability and taste satisfaction drive their decisions.
Taste discovery, brand aspiration, trial access. If IQOS does not offer the moment, RIVA will.
Closest to switching. Already researching, self-motivated, open to science-based messaging.
Credible proof on reduced risk. A seamless path from trial to first purchase.
Illustrative split, estimated from market profile. To be confirmed with market data.
Last year Genovia captured a record number of leads. The numbers and context below tell the story.
Map Genovia's position across all four quadrants. Fill in each one in your own words, move freely between them.
A good objective says what will change, by how much, and by when, without describing how you will get there. Fill in the template.