our thinking on innovation by ri, 2002
TRANSCRIPT
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Our Thinking on Innovation
© Research International 2002
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Achieve genuine differentiation
and maintain competitive advantage
Identify new, unmet consumer needs & opportunities
Create new, radical and breakthrough ideas
Successfully launch new products and services
Maintain the lead and momentum
Business challenge
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Innovation?
Product / Service
Consumer benefits
Marketing Mix
Communication
Distribution and Retail channels
Ways of working - networking
‘Bring in new methods, ideas.
Make changes.’
Oxford Dictionary
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Why innovate?
Innovation is at the epicentre of every successful brand
All brands go through a constant cycle of development
Not a choice but a necessity
‘…. consistent innovation is the key to a
company’s survival…. Being innovative some
of the time just won’t work ….’
Harvard Business Review, August 2002
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Type of innovation
Product development
Brand development
Strategic development
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Resistance
to change
Internal
structures
and
processes
Global
mandates Short term
focus
Risk
aversion
Multiple barriers to innovation
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Global
versus local
First to
market
advantage
Speed
to market
Create
genuine
disruption in
the market
Keep
brand
up-to-date
Commercial
pressures
Marketing
aware
consumers
Lack of
consumer
loyalty
Innovation challenges today
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‘In bed’
with your
consumer Finger on
the pulse!
Think
W I D E,
think
BIG
Break the
boundaries
Quick,
effective
and agile
Creating a difference!
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Our innovation philosophy
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Innovation
Creativity Discipline
Dynamic partnership
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Mainstream
Mainstream
Early adopters
Early adopters
Creative consumers
Creative consumers
Consumers at the heart of innovation
Trend
setters
&
opinion
formers
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Our innovation business
Built on strong, solid foundations
Core strength is understanding consumers and
brands
Act as ‘consumer champion’ and bring consumer’s
perspective
Interpreting consumers’ attitudes and ideas to
provide clear direction and actionable solutions
Stimulate and invigorate
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Our innovation offer
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Inspire
Create Nurture
Develop
Measure
Mix
Make
Trial
Track
The innovation journey
Explore
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Key features
Integrated and seamless ‘Innovation Journey’
Range of ‘experts’ brought together through one agency
Flexible and adaptable framework
Mirrors classic project management
Partner versus Service Provider
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Inspire
Create
Explore
Nurture
Develop
Measure
Mix
Make
Trial
Track
The innovation journey
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Challenge
existing
paradigms
and
perceptions
Provide insight,
stimulation and
direction
Access
different
views of the
World
Keep on
the pulse
Today Tomorrow
Inspire
Back
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Create
Creative
Consumers
Active
participation
Fresh,
Exciting,
Dynamic!
Clients
Experts
Early
adopters
Stimulate
radical,
original, ‘out of
the box’
thinking
Back
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Explore
On-line or
off-line
Qualitative or
Quantitative
Establish
profile of
ideas
Definitely
develop
Hibernate
Reject
Identify
ideas with
potential
Back
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Nurture Develop
Fast &
effective
‘Re-cycling’ Further
screening of
ideas
Development
and
optimisation
of winning
ideas
Actively
involve client
team &
consumers
Back
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Measure
Provide
direction for
development
Establish
market potential
commercial
viability
Early
assessment
of launch
potential
Back
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Mix Make
Direction for
changes &
optimisation
Work
closely with
key
agencies
Final
evaluation
Creation &
development
of launch plan
Development of
‘communications
mix’
Back
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Trial
Guidance to
optimise
marketing
launch plans
Precision
and clarity in
direction
Gain a reliable
measure on
potential
market
success
Back
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Track
Insights
and
guidance
Quantitative
surveys
Direction for
development
or innovation
Essential to track
development,
usage and brand
effect
Consumer
workshops
Back
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How we work!
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Working with our network of experts
What makes us special is our people
We can work with you in three ways:
Partner
throughout innovation project or multiple phases
Expert
at specific phases of the project
Consultant
in driving innovation approach and programme
We fit with how you want to work
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Why us?
Dynamic, global approach to generating radical innovation
Provide unique balance of discipline and creativity
Ability to drive ‘Innovation Journey’ internationally
Involvement of a wide range of consumers at appropriate
stages during the programme
Focused, fast and effective
Lead by highly experienced individuals in innovation
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‘The winners in the next 25 years
will be companies who do not regard brand
innovation as just interesting and fun but
see it as a necessary way of life.’
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