brandsvietnam - innozest on brand innovation

7/28/2019 BrandsVietnam - InnoZest on Brand Innovation

1/13

ZESTinno

ZESTi n n o v a t i o n

f o rg r o w t h


2/13

Launching a new innovation

is just like having a baby


3/13

The Mans Approach :

Love equals SEX,

Looking for one-night stands

The Womans Approach :

Love is a long-term commitment,

Looking for eternal true love

Approach innovation

as a woman !!


4/13

You dont just have a baby when you feel like it

It takes proper planning ..


5/13

Check out your Portfolio - which of the potential

guys fit into what you want

(with some contingencies as well !!)

Handsome Super Rich = High Potential High Risk

Somwang =

Guy next door

the sure thing

No big deal

Somchai = known for years

Upgrade from friend to Lover

Jo = Newly met, exciting & romantic

need time to get to know


6/13

The Baby Funnel

StartDating

Interview people

you know

Screening potentialdates

Getting to know

Get inputs from

Family - Friends

Live-in (= in-use)

Planning the

financials

Checkingcompatibility

(blood-check)

Checking out

hospital

Planning schools

Baby Shopping

Raising the baby

Supporting the baby

Having more babies ??

Plan for Innovation

like you plan your life

MarriedPregnant

Have a

Baby


7/13

The Right-brain Left-brain of Love and Life

StartDating

MarriedPregnant

Have a

Baby

romanceexcitement

surprisesdreams

banksschools

realityhospitals


8/13

The Innovation funnel looks a bit likethe Conception process ..

The strongest makes it


9/13

Drop & Level of Pain

StartDating

MarriedPregnant

Have a

Baby

Its ok to killBut the later you make the

decision the more painful it is

Keith 287-0020Jo 937-8888Somchai 488-4888John 350-4567Somwang 855-2345Bratt 001-844-6789

Pete 870-8006


10/13

Our brand managers are pregnant all the time !!

We need time to raise

the babies as well


11/13

You take care and nurture him,making sure he grows to be

someone great !!!!


12/13

a sim le rocess

inno

ZEST

i n n o v a t i o nf o rg r o w t h


13/13

Feasibi l i ty

Capabi l i tyIdeas

ContractgateCharter

gate

Launchgate

Launch

preparat ion

Rolloutgate

Post Launch

evaluat ion

Launch

Rol lout

Contender

Final mix test (STM results)

Preview Test Results

Finalize product and pack specs.

Build comand forecast with

commercial assess.

Launch Support Plan

Production Trial &

Prod. Prototype

Qualitative Concept Test

Quantitative In-use

& Pack Test

Process & Pack

Development

MFG, SC and Cap Asess

Initial consumer Evidence

Innocheck Results

(Optionnal)

CTM Classification

with Network Menu

Identify Project Leader

and Team Set-up

Team Learning (S-C)

Innovation Assess

Quali Post Launch

Quanti Post Launch

Shoot TVC

Issue Standard

Operating Procedure

Produce

Launch Stock

Product Listing

Implement L

Support Plan

Risk Assessment

Risk AssessmentRisk Assessment

The complete Innovation Funnel

drop - dead point = the go-no-go decision point where there is minimal damage and

time to progress with contingency plan for on-time launch (InnoSCAN meeting - before Contact Gate)

drop - dead point

brandsvietnam - innozest on brand innovation

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