ASSIGNMENT BRAND INNOVATION
AGENDA
What is Brand Innovation ? Purpose ? Outcomes ?
Key principles in Brand Innovation
Brand Innovation Mix & Example
Brand Innovation Process
Brand Innovation Process Example
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BRAND INNOVATION DEFINITION
4 MAIN OUTCOMESOF BRAND INNOVATION
Expand brands beyond current
category
Launching brands in
new territories
Reading new
consumer groups
Innovating the core with rapid roll-out
Brand Innovation is THE SUCCESSFUL EXPLOITATION OF NEW IDEAS, it refers to both radical and incremental changes to products, processes or services, and like most business functions, is a management process that requires specific tools, rules, and discipline
PURPOSE1. Filtering out weaker projects which may not offer high potential for success at an early stage.
2. Maximizing the chance of success for potential innovations
3. Managing all activity and investment.
4. Ensuring the business has a balance of projects delivering growth in all areas.
5. Ensuring we’re covering the right areas at the right time.
PRODUCT INNOVATION
Transforming to meet current need
COMMUNICATIONINNOVATION
Adjusting to fit current audience
PRICINGINNOVATION
Reasoning for the current position
and market
BRAND INNOVATION
MIXPROCESS
INNOVATIONElevating to
deliver the fresh experience
PACKAGINGINNOVATIONAdjusting to shape for the current value CHANNEL
INNOVATIONWidening and sharpening to reach current touch points
BRAND INNOVATION MIX
3 KEY INNOVATION PRINCIPLES IN BRAND INNOVATION STRATEGY?
Fit the Brand Strategy
Help address the Innovation
Direction
Fit within the pre-defined
brand boundaries
BRAND INNOVATION MIX EXAMPLES
Consumers want to have a true tablet which not onlylight but also powerful Apple provide and improve IPad to build IPad Air
OMO change the way of communicationwith mom to let kids free to learn & play
PRODUCT INNOVATION
COMMUNICATION INNOVATION
CHANNEL INNOVATION
PROCESS INNOVATION
Apple’s innovation of Appstore to innovate the journey of consumer to access to Apple’s software and music.
In Vietnam, Uber is the 1st application that customers can take and pay for the taxi service directly via mobile phone
PACKAGING INNOVATION
PRICING INNOVATION
Through time, consumers have more diversitychoice about the attributes of detergent OMO changed their packaging to meetcustomers’ need.
Big C offer very competitive & cheap price
BRAND INNOVATION PROCESS
LAUNCH
Contract
Launch Roll-out
Feasibility
CapabilityMarket Ready/
Market deployment Post-Launch
Evaluation
Roll-out Contender
Ideas
Make sure we can do it!
Let’sdo it!
Was it a success?
Recommend others to do the sameCan we do it?
What should we do?
On shelf in first market(s)
Charter
IdeasGATE
WHAT IS IT?
At this phase, most projects are created and remain following review at the Gate Meeting if re-work is required or if company resource is not available to pursue it.
This is the gate between Idea Phase and Feasibility Phase where decision is made whether to invest in a project team.
This is the gate between Feasibility Phase and Capability Phase, its purpose being to decide on investing capital and marketing mix costs.
At this phase, projects handled by Innovation Centres and Brand Development will pass through – and get license from National Business Unit.
This phase is to assess success and capture learning, as call as BRAND DEVELOPERS/ BRAND BUILDERS
LAUNCH
Contract
Launch Roll-out
Feasibility
Capability
Market Ready/ Market
deploymentPost-Launch Evaluation
Roll-out Contender
Ideas
Make sure we can do it!
Let’sdo it!
Was it a success? Keep the successful innovation
Can we do it?
What should we do?
1. X-Men anti hairfall
2. X-Men anti dandruff
3. X-Men fragrance with anti dandruff
ability
On shelf in first market(s)
Charter
IdeasGATE
X-MEN’S BRAND INNOVATIONINSIGHT: As a man, I want to smell masculine yet not expensive, which my fragrance shampoo did very well. But in Vietnam, the weather & environment easily cause me hair problem, which destroy my masculine & confident image, and this shampoo can’t help it.
1. X-Men anti hairfall
2. X-Men anti dandruff
3. X-Men fragrance with anti
dandruff ability
2. X-Men anti dandruff
* The detailed explanation is in the next slide
3. X-Men fragrance with anti dandruff
ability
X-Men fragrance with anti dandruff ability
BRAND INNOVATION PROCESS - X-MEN EXAMPLE
2. X-Men anti dandruff -> NO
3. X-Men fragrance with anti dandruff ability -> YES
Ideas
Feasibility
Capability
3. X-Men fragrance with anti-dandruff ability
1. X-Men anti-hairfall2. X-Men anti-dandruff
3. X-Men fragrance with anti-dandruff ability
3. X-Men fragrance with anti-dandruff ability
A shampoo that give men a masculine smell
but now further enhance their confident with dandruff-free hair
A shampoo that nurture the hair root,
so men can have a healthy hair and being
worry-free
A shampoo that give men the best using experience by cool
scalp feeling, dandruff-free and
refreshing
All passed because of viable technology
Kick out this idea because of small need gap among men (compare to dandruff problem) , found out by U&A Not capable
2. X-Men anti-dandruff
Market Ready/ Market deployment At this phase, projects handled by Innovation Centres and Brand Development will pass through – and get license from National Business Unit.
1. X-Men anti-hairfall
1. X-Men anti-hairfall2. X-Men anti-dandruff
LAUNCH X-Men fragrance with anti-dandruff ability AND X-Men anti-dandruff
BRAND INNOVATION PROCESS - X-MEN EXAMPLE
Ideas
Post-
launched
evaluation
Roll-out
3. X-Men fragrance with anti-dandruff ability
2. X-Men anti-dandruff
3. X-Men fragrance with anti-dandruff ability
3. X-Men fragrance with anti-dandruff ability
2. X-Men anti-dandruff
Stop production because of consumer denial when losing the brand’s key functional benefit (X-Men: fragrance gives good & masculine smell)
1. X-Men anti-hairfall
Keep production due to recognizable contribution to total brand sales
A shampoo that give men a masculine smell
but now further enhance their confident with dandruff-free hair
A shampoo that nurture the hair root,
so men can have a healthy hair and being
worry-free
A shampoo that give men the best using experience
by cool scalp feeling, dandruff-free and
refreshing
BRAND INNOVATION PROCESS - X-MEN EXAMPLE