Nestlé Middle East and InnoVest ME host workshop for Ro’Ya applicants

May 17, 2014 9:02 am

Ro’Ya, a joint collaboration between the Dubai Business Women Council (DBWC) and MasterCard hosted its second out of nine workshop at the Nestlé Middle East head office situated at Dubai World Central. Nestlé Middle East and DBWC think tank partners, INNOVEST ME, facilitated the half-day workshop focused on “Creating a Unique Customer Value Proposition” which gave attendees valuable insight on how to include value into their business plans.

“When we were in the planning phases of Ro’Ya, we agreed that this initiative should add value to the business women,” said Mrs. Raja Al Gurg, President of DBWC.

“We did this by including nine educational workshops which will provide further knowledge to every applicant – a concept which not only adds value to their decision to participate in Ro’Ya but one that supports them in achieving to the best of their abilities. Today’s workshop is fundamental to a new business or concept as they should consider the true value it brings to its customers. We hope that the ladies who attended the session today will go back to their business plans and really consider how to implement the tools shared today as it will strengthen their plan and chance of becoming the overall winner,” she added.

The session focused on four key elements namely: An introduction to Customer Value Proposition, Knowing your Customer, The Focus on your Competitors’ Landscapes and Defining and Fostering your Competitive Advantage. All theory was complemented by real life Nestlé examples of global and local best practice campaigns and product launches.

“Bringing the Nestlé experience on board was a great plus for the Ro’Ya applicants. This gave participants a unique opportunity to get exposed to global best practices and tools to improve the value propositions of their business plans,” added Bassam Falah, Managing Director of INNOVEST ME.

Attendees were given key insights on how to define consumers using segmentation techniques, then deeply understanding the needs and drivers of core business targets. Nestlé and INNOVEST ME also discussed the right processes of analyzing the market and its key players, whether competitors or substitutes, in order to develop and build a winning business value proposition, and at a later stage, build entry barriers to ensure sustainable growth of the business.

Rainer Mueller, Communication Director at Nestlé Middle East, said, “Delighting customers is the source of sustainable value creation. It means that our customer value proposition is superior and consistent across every contact point, often exceeding expectations. As a result customers regularly repurchase our proposition or are loyal to it and actively / passionately recommend it to others. To delight customers, we need to know them deeply, their needs, their motivations and their attitudes.”

The Ro’Ya workshops will carry through till October 2014. All sessions will be hosted at the Dubai Chamber of Commerce and Industry and will be facilitated by industry experts from both parties along with exclusive sessions with internationally recognized industry specialists. Upcoming workshops to look out for are: Operating Model – 22 May, Doing Business In The UAE – 12 June and Your People – 03 July.

For more information about the respective Ro’Ya workshops or to learn more about the initiative and the DBWC, visit

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