young marketers elite 2013 - assignment 6.1 - phuong vi
DESCRIPTION
Brand InnovationTRANSCRIPT
BRAND
IS: The process of harnessing creative ideas to meet business needs & consumer needs
FOR: Better quality & engagement with consumers
Consumer insight
Brand stewardship
Brand innovation
Brand activation
Brand communication Definition
“….if branding is about finding the match between who you are as a company and what your customer really values, it is the perfect basis for successful innovation….”
Mix
Product
Process Pricing
Packaging
Channel Communication
“…Innovation strategy that uses the promise of the brand as a springboard….”
B.I Mix
I want to stay young with my children
baby care
INNOVATION
- Product : baby care healthy essentials (reach a boarder target consumer)
- Process : same skin - function for adult as well
- Pricing : affordable - Packaging : usually sell with
“mom & baby” package - Channel : supermarket,
health-care center,… - Communication: as soft as your
baby skin
Case study
Process
Idea Feasibility Capability Launch Roll–out contender
What to do
Can do? Make sure Prepare Launching Evaluation
concept innovation insight
exploring possibility
connecting & framing
focusing practically
key word: INTEGRATION
Recommendation
See clues from everywhere
Don’t fall in love with
an idea too soon Be scrappy Obsess over execution
How much innovation you can handle?
Are you going after new or
established consumers? Are you satisfy a new or an
old consumer need?
Process
We need 1 more button!
Case apply
Joy & Happiness
we
Interesting & Meaningful
we
How about Sadness & Lost?
insight
concept
innovation
Idea Feasibility
Capability
Launch
Roll–out contender
Research on consumer need What to do: new button Quantify the need
Concept test
Prepare (prototype) Launching Evaluation: (Qual & Quan)
Recommendation from user
NGUYỄN PHƯƠNG VI