Elite development program season 2 W10 - Chinh, Huong
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Transcript of Elite development program season 2 W10 - Chinh, Huong
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