ASSIGNMENT 10.1 – [Brand Innovation]

[Van Huong – Viet Chinh]

“BRAND INNOVATION is the successful exploitation of new ideas, it refersto both radical and incremental changes to products, processes or

services, and like most business functions, is a management process

that requires specific tools, rules, and discipline.”

IN SHORT:

Innovation is the process of harnessing creative ideas to meet business

needs.

Brand innovation is product potential times customer potential

– Keep existing benefits but refresh the offer

– Add new benefits to existing offers

– New-offer/ New benefits

Fit with Market & Brand Strategy

Help address the Innovation Direction

Keep balance between refresh-compete-breakthrough

Build concept around a strong consumer insight

Fit within the pre-defined brand boundaries

Create concepts worthy of research

• Understand a given challenge in new ways, from diverse perspectives

• Generates as many concepts as possible, with a focus on seemingly wild ideas

• The top ideas are refined, made tangible, then quickly tested for effectiveness

Popular model of big companies. However, it sometimes “whittle

down” many ideas to a smaller number by “killing off” weaker one,

rather than being constructive and finding solutions to the problem

each idea poses.

Instead of choosing only one best idea, Rocket model keep best IDEAS to

build into winning mixes. It means that there is no winning idea, best ideas can

mix and implement each other. This model limits the possibility of dropping

fabulous idea as Funnel Model. However, it takes more time and cost.

Example: Coke Light

Processed through Innovation Funnel

Context: People were starting to care more about their health especially around sugar-based product like soft

drink

Cocacola and other soft drinks were being perceived as fat

and unhealthy

The world is joining in the trend of healthy food/drink

It’s impossible to convince that the old coke is healthy or not fat

It’s not wise to replace the old coke

Cocacola needed to innovate a new product that could

be promoted as healthy, not fat or at least harmless.

Lower sugar/calories than normal coke

Less sugar/calories than other products

Only as fat as tea/milk/coffee

As healthy as water

Only a small part of calories from a meal

Only a small part of calories in a day

Sugar can be process in a short walk

Healthier than most things people consume

Only a small part of calories in a

day

Compare to the calories we

needed in a day, the calories in this

new drink will be extremely small

People usually associate high in

calories with fat and unhealthy

Has R&D develop the product with

the least calories possible

Deadline is as soon as possible and

before other companies catch on

RTB:

Named Coke LIGHT

Show number of calories which make up

of 1% of 1 day calories

Lighter taste than old coke (thin taste

with less sweetness

Target upper middle and high class people to

penetrate the market.

Premium in design

Focus on advertising that drinking coke light is

practically harmless

Avoid saying it’s healthy or else old coke

would look bad

Tracking the launch

Push the limit farther trying to create Coke

Zero with 0% calories of the day.

THANK YOU