HOÀNG LÂN – BÍCH VÂN

What is Brand Innovation?

The process of

harnessing creative ideas to meet business

needs

fulfilling a brand’s promise through new products and servicesand infusing these new products and services with meaningful value

Brand Innovation Mix

BRAND INNOVATION

MIX

Product Innovation

Communication

Innovation

Channel Innovation

Process Innovation

Packaging Innovation

Pricing Innovation

BRAND INNOVATION

MIX

Product Innovation

Communication

Innovation

Channel Innovation

Process Innovation

Packaging Innovation

Pricing Innovation

Dove Body Wash Innovation Mix Dove Moisturizing Body Wash to

combat moisture loss and help maintain a healthy skin barrier while showering

A Body Wash that makes you feel hydrated and fresh after a bath

Website

Facebook

YouTube

Reducing plastic weight by nearly 15% in the new Dove Body Wash Range.

Competition-based Pricing: Dove Beauty Moisture Body Wash cost $9.75 versus Dove Firming Moisture Body Wash (1 L) cost $10.70 in NTUC Fairprice.

Product Bundle Pricing: Dove Beauty Moisture Body Wash cost $7.95 when on offer versus $9.75 usually in NTUC Fairprice

Insight Concept Innovation

INNOVATION PROCESS

What should we do?

Can we do it?

Make sure we can!

Let’s do it! Recommen

d others to do the same

Was it success?

IDEAS

FEASIBILITY

CAPABILITY

LAUNCHPREPARATION

POST-LAUNCHEVALUATION

ROLL-OUTCONTENDERLAUNCH

INNOVATION FUNNEL

INSIGHT: “I don’t expect much from the shower gel as it simply washes off and goes down the drain”.

- Most shower gels are made up of water and surfactant, with some ‘advanced’ formulas containing glycerin.

- Competitors have innovated by focusing on fragrance and colour rather than new liquids technologies that offer added skin benefits.

Consumers don’t expect much from their shower gel.

OBSERVATION:

PRODUCT CONCEPT: A body wash/shower gel which deposits lipids, Vitamin E and other nutrients onto the skin, deliver a visible improvement to the way your skin looks.

INNOVATION: DOVE DEEP MOISTURE BODY WASH:- Deep Nourishment.- Mild & Gentle.- Luxurious Feel.

EVALUATION: - Research shows that after seven days of use, 4/5 women see visible improvement in their skin.

- After 3 weeks of use, consumers seeing “a lot” of improvement and are 97% likely to recommend VisibleCare to others