Selecting a Project essay
An important component of project management process is the selection of the project and initiation of the project. Prior to selecting a project, it is necessary to address the problem that the new project will be solving or to identify the new feature or opportunity that the project will be focused on. Furthermore, it is necessary to develop a strategic plan for the particular problem or opportunity which should be aligned with the overall corporate strategy, to analyze competition and local businesses, to identify all relevant alternatives and to select the project basing on specific criteria. The selection of projects is commonly based on the following criteria: the benefits associated with this project, project feasibility and economic efficiency. The purpose of this paper is to consider a case of launching a new project and to consider the stages of project identification and selection pertaining to the target project.
The title of the article describing the new project and its selection is the following: “Hellmann’s promote recipes on intelligent trolleys”. The article was retrieved from the website GetTheMedia.com, which provides various resources and information pertaining to marketing ideas, cases and projects. This article discusses the impressive marketing project which was implemented by Hellmann in Brazil in 2013.
Hellmann continues to look for innovative ways to market its products and to increase customer engagement. The previous marketing campaign which created the background for the particular project was the Recipe Receipt campaign of Hellmann (SpringWise, 2013). Customers who purchased Hellmann’s mayonnaise received printed recipes which included other products purchased along with mayonnaise in the same check (SpringWise, 2013). However, this marketing campaign included only the products that were already selected by the customers and thus limited the choice of recipes. Hellmann was seeking to expand this marketing initiative and to make the process of offering recipes and engaging customers more sophisticated.
The main challenge of the new project was the need to interact with customers while they were shopping and to provide Hellmann’s recipe advice matching the choices already made by the customers. The problem that should be solved by the new project was the following: customers might be interested in some recipe for which they do not have components yet, so the new marketing tool should create the inspiration to cook new dishes (instead of focusing on the products that the customers already chose). Furthermore, the goal of Hellmann’s was to change the perception of mayonnaise and to make the customers perceive it as a delicious element of many dishes.
Hellmann chose the following solution: the company integrated a Recipe Cart into the trolleys in the large stores. The card was equipped by LCD screen and RFID which scanned the products located closely to the trolley; these products were used to make recipe suggestions (Get the Media, 2014). All recipes included Hellmann’s mayonnaise as a component. The customers could browse recipes and even share the recipes by email. As a result, recipe carts were used by more than 45,000 people and the sales of Hellmann mayonnaise increased by 68% during the first month of the campaign (Get the Media, 2014).
The example of project selection by Hellmann illustrates that it is critically important to identify the objectives of the project and to align the project with overall corporate strategy prior to selecting the project. Furthermore, Hellmann’s experience shows that the selection of a new project can (and often should) be based on the previous alternatives and projects implemented by the company. In the considered case, Hellmann used the experience of the previous campaign and set the criteria for the project that allowed to eliminate the weaknesses of the previous campaign. Therefore, Hellmann’s campaign selection illustrates the process of creating and initiating a project.
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