Highly Confidential (not to be shared ahead)

Hiring Assignment

Senior Associate GTM Strategist , Glance

Description

The objective of the assignment is to:

● Understand the product & the current market scenario

● Decode the space available for the brand in youth culture

● Outline a broad branding & marketing approach

● Identify Glance’s role in brand building

Problem statement

An established fitness & wellness brand is foraying into the clothing & apparel category with the
launch of a sub-brand. The effort will be to create an extension of the parent brand and build
something that is of appeal primarily to millennial consumers who are fitness enthusiasts & wellness
conscious. The long term objective is to build a wider target audience on the basis of the brand
promise.

As Glance GTM Strategist, your immediate objective will be to build on the parent brand’s promise
and create an identity for the sub-brand. While creating awareness of the sub-brand and
differentiating its products among “competing products” through consideration building exercises,
the objective is also to nudge millennial consumers to make purchases both online & at physical
retail outlets.

Assignment deliverables

As Glance GTM Strategist, deliver a 20 slide presentation on your understanding of the sub-brand,
decode its potential space in fitness culture while outlining a communications approach to achieve
the same. Next, establish Glance’s role in building this sub-brand through media-led and content-
led marketing to drive value for the Glance platform for this sub-brand to allocate the spends/
budgets. Finally, suggest a holistic marketing plan with goals, deliverables & media plan with a
timeline.
Highly Confidential (not to be shared ahead)

Since you might need pointers on what we are looking for...

If Asok (the Glance GTM Strategist from Dilbert) were doing this assignment, we would discuss with
as to why (s)he chose this identity for the parent brand and sub-brand, his/her sense/comfort with
media and content marketing, his/her ability to break down bigger marketing goals into actionable
strategies like launch events, sustained engagement and affinity building. And how (s)he would go
about influencing the brand owner to leverage Glance to tell brand stories with powerful content for
its sub-brand.

We would assess how (s)he would use first principles, attention to detail, et al..

About Glance -> https://glance.com/

Explore Glance -> If you don't have a Glance-enabled smartphone, consider borrowing
one from a family member, friend, or neighbour. Alternatively, you can check out this
MVP prototype at https://experience.glance.com/.