© XPotential 2015
“Brands are the most important assets of
your business and your people are the most
important resource in building Brands”
What We Believe…
© XPotential 20153
The implementation of something in the market
that is new from a consumer or customer point of view and adds
value to the brand.
Innovation
© XPotential 2015
Consumer Insight – Below the Surface
Overt
20%
80%
Covert
Opinions
Interests
Behaviour
Activities
Habits
Emotions
Feelings
Behaviour Patterns
Beliefs
Values
Attitudes
Needs
Motivation
© XPotential 2015
Innovation portfolio linked to strategy and risk profile
Incremental Innovation
• New News• Build existing brand
platforms• Current Products
• Low cost• Low risk• Fast & Regular
Step Change Innovation
• New generation• Fundamental change• New Technology &
Products
• Medium Cost• Medium Risk• Every 2 – 3 years
Quantum Leap Innovation
• Complete change in rules of game
• Normally High Cost• High Risk• Every 5 - 10 years
© XPotential 2015
Example – Nivea Face CareBasic Range • Basic, Fundamental face care range• Mature market• Major innovation investment not warranted - protection
from Private Label & smaller manufacturers required• Utilise Super Claims to deliver new news, maintain
relevance
Early Anti-Age• Important range• Higher Price and market in growth• 4 – 5 years requires Step Change Innovation• Super Claims used in between to maintain relevance, new
news, defend against competition
Mature Anti-Age• Step Change Innovation every year• High growth category• Highly engaged consumers and discerning consumer• High prices and margin
© XPotential 2015
In Summary
• It’s the Customer/ Consumer/ Patient Point of View that Matters
• Overt – Observation and Claims
• Covert – What’s inside their head!
• Quantum Leap & Step Change Innovation are important but ……..
• Successful Incremental/ Continuous Innovation drives
• External Focus – Customer/ Consumer/ Patient Needs
• Creative thinking and problem solving
• Greater cross functional alignment and integration
• Greater productivity
• Greater cash returns to the business
XPotential (UK)4/5 Market Square,
Marlow, Buckinghamshire,SL7 3HH, United KingdomTel: +44 (0) 1628 485 847
XPotential (Brazil)AV. Divino Salvador, 716Moema – São Paulo – SP
CEP – 04078 – 012 Tel: +55 (0) 11 5051 9194
XPotential (Thailand)Q.House Lumpini, Level 27,
1 South Sathorn Road, TungmahamekBangkok 10120, Thailand
Tel: +66 (0) 2610 [email protected]
XPotential ANZP.O Box 237, Hampton,
Melbourne, Victoria 3188,Australia
Tel: +61 (0) 404 098 [email protected]
© XPotential 2015