Innovation in Carlsberg Involving users in the development process
Lene Dyrby Andersen, Senior Innovation Manager
November 28
GSM Strategy
Slide 1
Content
InnoScope – consumer trends and innovation opportunity areas for Carlsberg
From innovation opportunity areas to ideas and concepts
How to involve consumers and customers throughout the development process
Innovation in Carlsberg
GSM Strategy
Slide 2
What is innovation at Carlsberg?
Ready to sell pallets
Pull-off capEveJacobsen
SemperArdens
Smart handle
Extra Cold
Club Bottle
CarlsbergEdge
Tuborg Lite Holsten
Lemon
Solo Smoothie
DraughtMaster Home
International bottles
DraughtMaster System
(Professional)C900 (super premium)
Product innovations Packaging innovations Equipment/technologyinnovations
Xide
Beat Crate
Steinie Bottles
Ready to sell pallet
GSM Strategy
Slide 3
Content
InnoScope – consumer trends and innovation opportunity areas for Carlsberg
From innovation opportunity areas to ideas and concepts
How to involve consumers and customers throughout the development process
Innovation in Carlsberg
GSM Strategy
Slide 4
Technology push
Market pull
Setting the direction for innovation efforts is a corner stone in hitting the market with successful innovation
Gate 1
Idea development
(stage 0)
Stage 1(Concept)
Stage 2(Business
case)
Stage 3(Dev.. & testing) Stage 4
(Launch)
Gate 2 Gate 3 Gate 4Ideascreening/ selection
Development process LaunchInnovation strategy and ideageneration
What competencies do we have that we can
leverage?
What is our market all about and are there unmet needs we can
leverage?
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Slide 5
Finding winning ideas can be like finding a needle in a haystack unless you are clear on consumer needs
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Slide 6
Key part of innovation strategy process is to identify the relevant innovation areas we believe in...
Describe growth target
Identify and analyze key drivers
Describe main business challenges
Outline innovation areas
Generate and select
develop ideas
Gate 1
Idea development
(stage 0)
Stage 1(Concept)
Stage 2(Business
case)
Stage 3(Dev.. & testing) Stage 4
(Launch)
Gate 2 Gate 3 Gate 4Ideascreening/ selection
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Slide 7
Governmental & societaltrends
Polarisation of income groups
Raised awareness and combat of alcohol and tobacco
Obesity - globally, more than 300 million obese people - 22 million under 5 years old
Growing government health costs
Health & Wellbeing – top global consumer concern
Pressure on industryto demonstrate ”social responsibility”
Consumer grouptrends
Ageing populations (50+ club)
Increasing multi-ethnic society – a large number of young adult ethnic consumers
Youth - a changing profile of young adults – dras-tically different values, needs and tastes
The cash-rich and time-poor professionals
Women – increasing Power as shoppersand consumers
The rise of the urban singles
Trends in leisure & lifestyleAdopting a
healthy lifestyle
Polarising spending patterns
Rising stress levels boosting service consumption
Over-complexity - demand for simplicity
European culture is becoming more feminised
Bonding time still more important
Consumer seek experiences and “the good story”
Ethical & environmental concerns
Youthful behaviour across generations
Trading-Up: the New Luxury
Growing in-home entertainment
Trends in foods & drinks
Local provenance & ‘alien’provenance
Feminisation of eating/drinking culture
Food as primary driver, matching drink with food
Hyper-convenient food
Steady on-the-go growth
Exploring new cuisines
PremiumisationLuxury commodities
Value brands & products
Functional
Healthy
Wellbeing
Organics
Freshness
Many & variedattitudes
I like to try new things
I’m too young to be old
I want the most of my free time
Make my life easier
Because I’m worth it
I want it my way
Tell me who I amWho do
I trust anymore?
Speak to me in my language
I want my brands to have attitude
Help mefeel safe
Make me look good
Make me feel happy
Help me enjoy life
I’m savvy with my money
We are constantly bombarded with new trends
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Slide 8
Content
InnoScope – consumer trends and innovation opportunity areas for Carlsberg
From innovation opportunity areas to ideas and concepts
How to involve consumers and customers throughout the development process
Innovation in Carlsberg
GSM Strategy
Slide 9
Choosing the territory
Exploring the territory & identifying insights!
Create concepts
Conduct consumer testing
Going from territories to strategic direction and great ideas
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Slide 11
Most people can be creative – if facilitated and stimulated!
Explore the territory - Creative sessions
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Slide 13
Representation of multiple mindsets …
Explore the territory - Creative sessions
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Slide 15
Light and shade … insights around motivations and barriers
Explore the territory - Creative session
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Slide 17
Using different creative techniques …
Explore the territory - Creative sessions
Negative brainstorm
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Slide 21
Content
InnoScope – consumer trends and innovation opportunity areas for Carlsberg
From innovation opportunity areas to ideas and concepts
How to involve consumers and customers throughout the development process
Innovation in Carlsberg
GSM Strategy
Slide 22
Involving consumers and customers throughout the development process
Gate 1
Stage 5(Evaluation)
Idea generation(Stage 0)
Stage 1(Concept)
Stage 2(Business
Case)
Stage 3(Development &
Testing)
Stage 4(Launch)
Gate 2 Gate 3 Gate 4Ideascreening/selection
Stage-gate model
Research
Objectives
Research Methods
• Identify the need! Strong consumer insights are raw materials for great ideas!
• MOTIVATION
• BARRIERS
• Observations
• Etnographictechniques
• In-dept interviews
– Infrequent users
– Lead users
– Experts
• To explore and built the ideas
• To screen the ideas to focus resources
• Creative workshops with
– Consumers
– Experts
– Customers
• (Web-based) screening of ideas
• To improve the concepts
– Target
– Positioning
– Description
– Name
– Initial design
• To provide input for development briefs
• Focus groups
• Pair of friends
• To optimize the product mix
– Design
– Product
– Price
– Promotion
• To support final launch decision
• Taste tests (in-home)
• Quant concept tests (testing name, design etc.)
• Micro-test (market simulation model)
• To ensure that we learn from our product launches
• To evaluate the degree of success after launch
• Brand tracking
• Post-test evaluation (qualor quant)
GSM Strategy
Slide 23
Starting point for all great ideas are true insights –which can be quite hard to find!
Observe, ask, listen, reflectUNDERSTAND
Look at the whole product experience cycle
Learn from the consumerLook to the future
Trends
Talk to expertsTalk to experts
Learn from customersOn and off-trade
Learn from the shopper
Look to other
categories
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Slide 24
Examples of getting insightsEthnographic study in bars and pubs
Living the life of our customers – what motivates, what are the problems?
“I don't like the taste of beer. When asked for a recommendation, I recommend the strawberry margarita because I like it myself. Minna, Santa Fe, FI
“I spend a lot of my time in my office on the wines, I enjoy doing that”
Tim, owner of Fire&Ice
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Slide 25
Examples of getting insightsTrendstudy and creative sessions with female firstmovers
Women are buying around 33% of alcoholic drinks on-trade – but often not beer! Why?
GSM Strategy
Slide 26
Examples of getting insightsInvolving bar owners and bartenders in developing new exclusive product
How to fight back against champagne and cocktails in trendy bars?
GSM Strategy
Slide 27
Examples of getting insightsIn-dept personal interviews with infrequent drinkers
Not choosing beer is not only a matter of dislike of product taste…
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Slide 28
Not always big “professional” studies!Just talk to your users, shoppers, buyers etc.!
How to connect to young people?
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Slide 29
Not always big “professional” studies!Just talk to your users, shoppers, buyers etc.!
Speed-dating!