Group 4

Assignment Zero

Young Marketers Elite Development Program 3

#DinhGiang #PhucHau #VanHien

1. Consumer Insight

2. Market Research

3. Brand Positioning

4. Brand Communication

5. Brand Activation

6. Brand Innovation

1. CONSUMER INSIGHT

Marketing was born

to make product

become brand,

proposing consumer

a relevant &

inspiring choice .

Marketers can only

do this when we

understand the

consumer at the

highest level -

Insight

Some basic definitions + Need: The basic human requirements which are consumer’s desires for a

product’s or service’s specific benefit, whether that be functional or emotional.

+ Want: The desire for products or services that are not necessary, but which

consumers wish for. Someone will need food but may want a hamburger, fries and a

soft drink, but someone else will also need food in just the same manner but will also

want a mango, rice, lentils and beans. Wants are therefore shaped by one’s society

and surroundings.

+ Desire/dream: A sense of longing or hoping for a person, object or outcome. When

a person desires something, their sense of longing is excited by the enjoyment or the

thought of the item or person, and they are motivated to take actions to obtain their

goal.

I am thirsty, I need

to drink water

I want softdrink

Pepsi is my choice

• Need, want, desire/dream

• 4 key steps for consumer understanding

• What is Insight

• Why do we need insight?

• How does good insight look like?

• Insight exploration technique

Four keys step for customer understanding

Information

Understanding

INSIGHT

Action

About what

people think

and do

Develop

understanding

why human do it

Get INSIGHT to to find

out what business can

do to satify need and

desired

Put these

solutions

into

business

operations

What is INSIGHT ? In: deep inside, emotions, expectation, dream, fear

Sight: what we see outside, behavior, habit, attitude

--> Insight is a penetrating understanding which provides

hooks or clues that lead to brand building opportunity

Brand’s consumer insight is formed from three elements: consumer truth, category truth, brand truth/product

truth

.

- Apple: A lot of time people don’t know what they want until you show it to them

- Nike (Find Your Greatness): There is a fat kid in all of us.Working out is good for all of us, no matter what your

own personal goals are. We don’t have to push to win a gold medal to be motivated to get out there and run.

- Benylin (Take a Benylin Day) : Having a cold really sucks, trying to fight through it and get to work really sucks,

I know in the back of my mind I should call in sick and get better

- Oreo Double-Stuff : Children love what they instinctively discover for themselves

Examples

Why do we need insight

From consumer understanding “when women are out

drinking, they want to loosen up and have fun but stay

in control and look sophisticated, Bacardi Breezer

produces a kind of product (less alcohol), pack design

(nice, elegant), bottle design (long bottleneck), price

(high)…

Example: Insight is very important because it is the

guiding principle for all marketing activities

such as : brand positioning, brand

communication, brand activation, portfolio

planning, innovation, trade marketing…

How good insight look like

Fundamental truth

Deep emotional drivers

Personal

Category specific

4 factors that create

a good insight

Fundamental truth

Category specific

Deep emotional drivers

Personal.

Example

Whenever i stay up

late enjoying over-night

parties or fried food, i

feel hot inside my body

which makes me

uncomfortable. I am in

need of a product that

can help me cool down

my body so that I can

play happily without

being worried about

my health (Dr Thanh)

Whenever i stay up late

enjoying over-night parties or

fried food, i feel hot inside my

body which makes me

uncomfortable

a product that can help

cool down my body

play happily without being

worried about my health I am in need

Insight exploration techniques

Why we have to use these techniques to

find the insight?

Consumer is such as an iceberg and we

only see 20% outside of them. What they

say is completely different from what they

do, we can not directly ask the consumer to

find out their insight. Those techniques will

help us find the answer to why they do what

they do.

1. Word Associations

Records the first thoughts that come to a consumer in response to brand

Ex: What will consumers think when talking about Pepsi: blue, young spirt, ….

2. Collage Building

Ask respondent to assembles pictures that represent their thoughts/ feeling

about brand

3. Personification

Ask respondent to quickly pick the shape that they most associate with

whatever or whoever you are exploring. Then ask for feedback about their

choices- that is, what make the shape they picked the most appropriate choice

4. Third party projection

Ask 3rd people (not loyal to any brand) to compare their feeling about two

brands that they have know ( are using or have used)

5. Plan Exercise

Ask people to imagine a brand as a planet. What is the the colors of that

planet, how about people in that planet look like ..

6. Sentence Complete

2. MARKET RESEARCH

MARKET RESEARCH

Methodologies

Desk Research Quantitative Qualitative

Source of Data

Primary Secondary

Client Request

Syndicated Customized

Definition

Market research is an organized and

systematic way of finding answer to

question; its aim is to reduce the

uncertainty & to measure performance.

Role • Define research problem

• Devise best way to obtain meaningful

information

• Provide such information

• Support management decisions

Types

• Definition, roles and types

• Brand Development Process

• Syndicated Research

• Customized Research

• FGD/Concept test/Advertising test

BRAND DEVELOPEMENT PROCESS

Advertising development/ Media campaign planning

- Product testing - Packaging research - Pricing research

Product development

- Advertising pre-testing (qual/quant) - Media research

Sales forecasting

Launch - Retail audit

- Distribution check - Customer satisfaction

- Qualitative U&A

- Quantitative U&A - Segmentation

Concept development - Concept test (qual/quant)

- Desk research

-Brand tracking (continuous U&A)

Re-launch / Extension

- STM - Test marketing

Market, brand, consumer understanding &

opportunities

SYNDICATED RESEARCH is conducted by the market research agencies serving for multiple companies with the same need, interest

RETAIL AUDIT • Retail audit is the continuous tracking of product

movement through retail outlets, volume

movement plus in store activities.

• Providing us the opportunity to:

To measure the internal efforts of Sales Team,

Trade Team.

To monitor the market trending and to measure our performance vs. competitor via key facts

• Key factor types

CONSUMER PANEL • Consumer Panel is also the continuous tracking of the

sample to measure and observe consumer behaviors.

• Providing us the opportunity to understand about WHO-WHAT-WHERE-HOW MUCH at the final consumer level. It can tell us how many consumers buy your products, how often they buy them and how loyal they are

• Key factors:

• Penetration: the percentage of a brand/product users.

• Consumption: to increase the consumption, we can increase the pack size, net weight …

• Share of requirement: the percentage of a brand/product loyal users.

o Volume/ Value sales

o Volume/ Value share

o Volume/ Value share of trade

o Share in handlers

Volume/

Value

o Numeric/ Weighted distribution

o Net Weighted distribution

o Numeric/ Weighted out of stock Distribution

o Stock share

o Forward stock

o Reserve stock

o Stock cover day

Stock

Off-take/

SPPD/

Consumer

Support

Niche market, having loyal

users

Good product, good brand

equity, market leader

Potential, low frequent

purchase

SO

R

Penetration

CUSTOMIZED RESEARCH is specifically conducted for a SINGLE company and the result is proprietary for that company.

U & A • U&A research is a research to understand about

consumer usage and attitude toward the

product/brand/category.

• It’ a valuable tool to provide a comprehensive

picture for segmentation. Some methodologies for

U&A: Quant, qual to have user profile, Screening,

Brand/Advertising awareness …

• When conducting ATTIUDE research, we will the

brand attributes list – key drivers to impact on

consumer usage/behavior. In which, the attribute

and driver will be in important rating.

EXAMPLE

In Energy Drink (ED) category, the key brand attribute is

ENERGY KICK. And ED is the competitive and stable

category, ―ENERGY KICK‖ is a must-have attribute. The

new brand with that attribute tapping into this

category will lost the uniqueness and competitiveness.

And if it is the new category, the brand building on

that attribute is important

BRAND HEALTH TRACKING • Brand Health Tracking is to understand about the

health of brand: awareness, brand equity,

loyalty,..

• Providing us the opportunity to:

(1) Monitors performance of your brand over time vs.

competitive set

(2) Identify the impact of all aspects of media mix..

(3) Informing what‘s next for the plan.

• Some BHT models:

(1) Brand pyramid: the connection between consumer and brand (Presence Relevance

Performance Advantage Bonding).

(2) Brand signature: define the strength, weakness of

brand

(3) Brand map: the full picture of market, our brand

and competitor.

FGD/CONCEPT TEST/ADVERTISING TEST GROUP DISCUSSIONS

…are the primary interview approach used in qualitative research

They provide:

• free flow of debate

• interchange of ideas

• flexibility

• an environment which encourages discussion

Standard groups are normally:

• 6 - 8 people

• 2 hours long

• conducted in a dedicated

viewing facility

ADVERTISING TEST

Qual research recommended at

early stage of creative

development to:

• Provide understanding of how

different ad approaches are

working

• Identify which is most likely to

be effective when developed

to final film stage

• Provide guidance as to any

improvements required

• Since qual research diagnostic

rather than evaluative should

never be used to ‗authorize‘

production of final film

• Though not appropriate as

communication check, group

discussions run amongst target

consumers are most commonly

used approach

CONCEPT TEST Need qual to:

• Understand how concept is

working e.g. relevance,

uniqueness, credibility,

coherence etc of proposition

• Explore potential expressions

• Sort stronger concepts from

weaker ones

• Refine best concept(s) prior to

Quantitative Concept test Concept most likely to

succeed in quantitative concept test to check whether an idea

has potential and is worthy for

further development

Leverage your organization‘s strengths

Give you a competitive advantage through differentiation

Inspire, energize, and mobilize your people. BRAND IS A PROMISE

Manifest itself in your organization‘s products and services

Address important consumer needs

Drive organizational decision, system, action & process

BRAND

AND THE ANSWERS OF

HOW

does

brand

does

WHAT it

does

HOW

brand

create

VALUE& INFLUENCES

WHAT

brand

does

=

ART

+ SCIENCE

of identifying & fulfilling human physical &

emotional needs

by capturing attention, dreams long enough

to create business value.

BRANDING

3. BRAND POSITIONING

• Identifying & fulfilling human physical &

emotional needs: provide specialized product

for men and the masculine fragrance for them. • Capturing attention, dreams long enough:

Looking, feeling and smelling masculine can

build up the confident for men.

• Create business value: bring profit for business.

• What X-men does? The perfumed men’s

shampoo with masculine fragrance for the elegant

and confident men. • How X-men does ? The leading men shampoo

in Vietnam market. • How X-men create values and influences? X-

men – The real man.

EXAMPLE

BRAND POSITIONING

TO WHOM WHAT NEED WHY BELIEVE HOW DIFFERENT

OUR TARGET

Who is your core

target?

- What is the

appropriate insight?

- What is consumer

problem we are

addressing?

OUR PROMISE

- Key things to look

into: consumer insight,

product features,

rational/functional

benefit, emotional

benefit

- Challenge yourself

to find a point of

difference where you

can win against your

competition

OUR RTB

- Rational truth

(attributes &

association) - what

the head says

- Emotional truth

(values &

personalities) – what

the heart says

OUR UNIQUENES

- The driver of every

part of the

organization

connected to the

brand

- Key things to look

into: Personalities,

products & services,

consumer view,

internal beacon

BRAND POSITIONING FORMULA

Man and woman 18-30

suffering the heat inside

body due to beer,

smoke, fast food,

polluted environment…

and It affects to health

and appearance

(acne..)

DR THANH – RTD TEA

The need of purifying

and cooling the body

to bring back the

balance

Tea + 9 royal herbs (9 loại thảo mộc cung

đình)

Aseptic Technology

The new taste/flavor

in RTD Tea besides the

core – lemon taste.

The 1st brand tackle

the inside heat.

BRAND KEY …is a tool to capture a brand‘s future desired positioning and what we want to build. It‘s including what the brand does, how it does, and what‘s its uniqueness.

BRAND KEY PROVIDES: 1. Direction: for all marketing activities 2. Focus: the brand cannot be mass for

everyone, and we need to make decision.

3. Consistency: keep the same image on how consumer will see the brand – especially for global brands.

4. Inspiration for all working on the

brand.

HOW TO BE A EXCELLENT BRAND KEY: FOCUS - STRETAGIC INTENT – SALIENCY

- SIMPLE

1. Root strengths: The perfumed men‘s shampoo with masculine fragrance for the elegant and confident

men. 2. Competitive environment: Romano, Nivea, Axe,.. 3. Target: 14-25 year old men, seem to be cool, and

want to be masculine, attractive toward women. 4. Insight: Mating is also a key factor to make me more

masculine, confident in life. 5. Benefit:

+ Functional: masculine perfumed fragrance. + Emotional: Be more confident and attractive

6. Value, belief & personality: cool, confident,

masculine, sexy, attractive 7. RTB: men specialized product, perfumed fragrance,

cool/bold packaging, communication 8. Discriminator: It‘s a masculine brand 9. Essence: Đàn ông đích thực – The real man.

X-MEN BRAND KEY

Ways to create

BRAND COMMUNICATION IDEA

1. Common Interest: Coming from a shared voice

,something that you can relate to ,being the same shoes

2. Something completely different: Going against the

category norms; Addressing something in a different way

3. Speaking the same language: Communicating in a

way language that our target will get

4. An insight: Finding that real human truth. Something

that people may not know they’re thinking.

5. Authentic: Showing real world situations, that people

say that could be me

Samsung – Underwater selfies

Having a cold really sucks, trying to fight through it and get

to work really sucks, I know in the back of my mind I should

call in sick and get better Benylin : Take a Benylin Day

Midnight is a time when drunk-driving accidents triple

Uber Safe : You drink, We drive

Brand communication” is the rope building relationship between "brand" and target customers.

EXAMPLE

FiFa World Cup: 32 countries – 32 flags are represented

in the World Cup Coca Cola “The happiness flag”

Volkswagen's Think Small

4. BRAND COMMUNICATION

Role of communication

Is to enhance the great stuff and conceal the weak elements.

Communication works with current motivations and trends.

Communication must follow brand positioning and keeps evolving hence. It is important to learn from

the current masters & not just follow the old norms.

Why brand communication is important ?

Brands are valued based on the influence they have on people & inflence is created across a few

of the 6P – COMMUNICATION IS ONE CRITICAL ELEMENTS."

Integrated Brand communication (IBC)

Integrated Brand Communication (IBC)

IBC is a new way of developing brand

communication which is designed to help us deliver

our objectives and therefore get a better return on

our investment.

Communication IBC should:

- Be integrated around a SINGLE idea.

- Encompass ALL touch points with the consumer.

- Exploit the idea across the most APPROPRIATE

channels, and be phased, to meet OBJECTIVES.

- Have planned-in TALKABILITY.

The big idea which translates the Brand

Essence from the Brand Key into a

communication theme

The single minded creative idea that

plays out in all executions over a

defined period of time and is

objective led.

Cover all of the

communications

activities

Key elements of IBC

Brand Communication Idea

Campaign Ideas

Campaign Executions

50%

70%

60%

90%

CLIENT BRIEF CONTAINS

(Written by client, to brief agency)

Business background; Market competition

Consumers; Brand strategy

Marketing plan; Requirement for agency

Budget; Timing

AGENCY BRIEF CONTAINS

(Written by agency, to brief creative team)

Get (Target Consumer)

Who (Detailed Target Consumer Profile)

To (Call to what Action)

By (How communicate)

The Brief

9 COMMON WRONG BRIEFS

1. Rumor briefs – verbal brief without any writing down

2. Faceless briefs – brief without facing, easy to

misunderstand

3. Cut, copy & paste briefs – hurried, not thought

through

4. Jungle briefs – too much information, not single

minded key message

5. Jargon briefs – dull and full of client jargon

6. Fat briefs (broad objective) – too broad

7. Prison briefs – no creative freedom, too many

mandatories

8. Blind briefs – using fancy words, but impossible to

deliver

9. Warehouse briefs – the brief could be for any brand

Evaluating creative work (for client side)

Prepare for it

Get it ( idea& execution ) - Is it based on an insight?

- Does it “release” the message, and speak to the product/ brand truth?

- Is it interesting and fresh?

- Can it lead to executions in many media?

Feel it Love this idea or not, base on emotional judging at first

Check it - Is it on brief?

- Is it on brand?

- Attention?

- Comprehension?

Spark it

Example: The Magic of Flying - British Airways

Challenge When flying to Europe, many travellers

think first of those airlines which position

themselves primarily as low cost carriers.

BA want to communicate both the breadth

of its destinations and its competitive prices

Insight For most of us, our first

experience of how special

flying is happens when we

are kids

Idea Give a way to bring back to

people the amazing

experience flying is at a time

when it has become normal

Communication idea The Magic of Flying

5. BRAND ACTIVATION Brands should have clear actions to prove

what they have talked on advertisements.

Therefore, many brands are using activations

to build popularity and give the consumer an

experience that will make them feel a real

personal connection to the company.

“Advertising is about communicating promises

Activation delivers on those promises”

= Bring a brand to life

ROLES of BRAND ACTIVATION

1 Changing the way

consumers see

our brands

Changing the way those

consumers behave

Influencing their

purchase behaviour 2 3

Pirelli Tires relies heavily on a strategy built on key

partnerships with F1 grand prix events, in order to promote its

tires as being high performance. Because F1 racing circuits

are associated with high performance vehicles and expert

driving, having the name and logo as a part of these events

emotionally engages all fans of racing and changes way

consumers see Pirelli brand (premier, more quality, etc…

Compaign “All people wear

qualified helmets” of Clear Vietnam

encourages people to carefully

choose and wear qualified helmets.

To have the ticket of “So good”

music concert organized by KFC

on Dec 2015, consumers have to

buy a “So good” combo

Brand Experience = the meet of Consumer Channels Brand + +

“Speakable Billboard” in

“Share a feeling” campaign

of Cocacola met the

consumer’s need (I don’t

want to feel bored when

waiting at a traffic light), was

conveyed through the right

channel (crossroad Nguyen

Van Troi and Tran Huy Lieu)

and brought Cocacola brand

to consumer (Open

happiness).

BRAND ACTIVATION PLATFORM A physical or emotional space in consumers’ lives that enables the

brand to interact in a distinct and meaningful way.

A brand should define activation platform to: keep consistency, keep

focus, keep relevancy

MAKING

LOVE

PLAYING

SPORTS

BRAND ACTIVATION IDEA A creative theme derived from the Activation Platform, that can work

across different channels, to achieve the brand’s marketing and

communication objectives

Consumer Immersion

Brand Immersion

Activation Platform

Marketing Objectives

Analyze what

consumer do through

24h a day to find the

“touchpoint” where

brand can jump in

Desired change in

consumer behavior

Criteria for choosing

“Brand activation idea”:

1. Fit with Activation

Platform

2. Attention (Will the idea

cut through? How involving is

it for the consumer?),

Branding (Can the activation

idea be intrinsically linked to

the brand?) and

Communication (Will it

achieve the marketing and

communication objectives for

the particular brand activity it

is intended to support? Is the

key insight identified well

addressed in the idea?)

3. 360 Degree Approach

BRAND ACTIVATION CHANNELS Social network (Facebook, Youtube, Twitter, Instagram, Google+,…)

Newspaper, magazine, PR

Online website

Word of mouth…

Definition: A system or

method that is used to

interact and give customer

integrated brand experience

to bring the spirit of brand to

customer’s life in a

distinctive way

ACTIVATION’S SEQUENCE

Invitation Experience Amplification

Maximizing awareness

of the Brand Experience

among the RIGHT

consumers

A motivating and meaningful

Experience for consumers that

reflects the essence of the brand

and delivers against objectives

Driving the Experience

to achieve impact and

reach with a much

bigger audience

Ex: Romano VIP Activation – Dinner in the sky (on Nov 2015 in Vietnam)

Send Invitation throug:

Advertorials in leading titles,

radio, In-store posters,

Regional PR, LCD elevators

1 dinner party in the sky Make amplification through:

Youtube, Advertorials in

leading titles, PR

RECAP by 1 example

Sheer driving pleasure

The joy of driving with the values: innovative, aesthetic and dynamic

Brand essence

Brand activation platform

BMW does not stand for "technology" (that is Audi’s brand essence), or for "longevity" (Mercedes), "sportiness" (Porsche) or "fun" (Mini).

Brand activation idea

BMW Powder ride Foxtail

Based on the design of BMW’s special edition of the X1, Millhaus developed the campaign “Powderride” which included the creation of a key commercial as well as the implementation of multiple consumer activation measures and their documentation. The fox, which functioned as the key design element of the X1 special edition, was adopted and transformed into a very unorthodox consumer reward item: the BMW Powderride Fox Tail. It enabled the holder the enjoy a range of freeride-related benefits: free heli-lifts, first chairs on powder days, front row parking or reduced lift-tickets throughout the winter season. In a short time, the Foxtail became a must-have item amongst freeriders and helped position the brand within the desired target group.

Creativity is the thinking process

by which we generate ideas

Creativity Innovation

Innovation is the process of harnessing

creative ideas to meet business needs

=

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.

Brand innovation help

to increase

competitive

advantage, achieve

business goal – profit

INNOVATION PRINCIPLES

Fit the

Brand

Strategy

Help

address

the

Innovation

Direction

Fit within

the pre-

defined

brand

boundaries

In the past, Pepsico in Vietnam had failed to

lauch new product line called “Aquafina with

fruity flavour” because this new product line

was out of “pure” positioning of Aquafina and

made consumer to feel afraid about it.

6. BRAND INNOVATION

BRAND INNOVATION MIX

1. Product Innovation 2. Communication Innovation 3. Channel Innovation

Product innovation is the creation and subsequent introduction of a good or service that is either new, or an improved version of previous goods or services

Ex: TGM Corporation created

Ubrand which is the first ―e-

learning social network‖ in the

world to help people gain

valuable knowledge everyday

by motivating them to raise

their ―personal brand mark‖.

Ex: This fun digital subway ad

in Sweden for hair-care

products (Apotek brand) was

rigged up to recognize when

trains entered the station—

and then showed a woman's

hair blowing all around, as

though windswept by the

train. It's a simple, delightful

effect—playful, responsive

and seemingly magical in the

way it erases the line between

ad and environment.

Channel innovations encompass all the ways that you connect your company‘s offerings with your customers and users.

Ex: In Vietnam, Vexere.com is

the first ―bus booking center‖

that allows customers to buy

tickets online with

competitive price.

BRAND INNOVATION MIX

4. Process Innovation 5. Packing Innovation 6. Pricing Innovation

Process innovation means the implementation of a new or significantly improved production or delivery method (including significant changes in techniques, equipment and/or software)

Ex: Uber supported ―sharing

economy‖ by connecting

―customer‖ who wants to move

and ―taxi driver‖ who is free and

wants to drive through

technology platform. Customer

simply sends requirements to the

app, taxi driver who meets these

requirements then will come.

Ex: That people have to turn

ketchup bottle upside-down to

take the last drop makes them

uncomfortable. Top-DownTM

ketchup bottles of Heinz pave the

way for clean ketchup

convenience and easy storage.

Ex: Nanosolar (America)

invented solar battery that

uses nano technology to

produce electricity with half-

price compared to normal

technology.

Packaging innovation seeks to increase resource efficiency, eliminate waste and reduce environmental impact through improved design and the use of alternative materials.

OUTCOME OF BRAND INNOVATION Expand brands

beyond current

category

Launching brands in

new territories

Reading new

consumer groups:

With UBrand, TGM has successfully expanded

business field to ―e-learning category‖ business.

With ―buy 1 get 1 on Tuesday‖ and ―30 minutes or free‖ unique promotion campaign, Domino quickly

occupied the pizza market when penetrated Vietnam in 2010.

In 2009, Masan launch Omachi noodles to

respond the need of new consumer group

who wants to enjoy noodles but are afraid

of feeling hot inside (pimples may appear,

etc…) thanks to the fact that with Omachi

noodles is made from potato fiber, very

tasty without fear hot.

Moreover, Omachi noodles package was

design in ―vertical layout‖ which made it

different from all other noodles brands in

Vietnam with ―horizontal layout‖.

INNOVATION TYPES

Refresh Compete Break-through

Inspiring consumer‘s on how to

use the right combination of

products for a specific need or

regime has been what has set

L‘oreal apart from some of it‘s key

competitors in men‘s skincare.

There is no change to product,

only the way in which they are

bundled together and presented

to the consumer.

On Dec 23th 2015, VINASUN

launched ―Vinasun App‖ to allow

customers to order taxi online.

Moreover, customers who use this

service will be driven in a new car

with the same price as traditional

taxi. Through this innovation,

VINASUN wants to compete with

Uber and Grab Taxi.

In 2007, Iphone was launched.

Apple made a new technology for

smartphone by mixing ―an iPod

with touchscreen‖, ―a cell phone‖

and ―an innovative Internet

device‖. After that, Apple officially

jumped into smartphone market.

Keep existing benefits but refresh

the offer

Add new benefits to existing offers New-offer/ New benefits

INNOVATION PATH

CONTEXT INITIATIVES CONCEPT

In this step, we have to define

clearly: Brand, Financial Target,

Direction Description, Benefit

platform, Innovation Program,

Scope, Initiative Areas.

Output: Identify Possible

Innovation Initiatives

build on Brand Strategy House define each initiative in more detail create concepts for each initiative

In this step, we have to define

clearly: Launch date,

opportunity, trends, P+L, innovation type.

Output: Act as the brief for

concept development.

In this step, we have to define

clearly: Name, description,

insight, emotional benefits,

reason to believe, visualization.

Output: Prepare successful

concepts for Innovation Funnel.

Concept: “2nd Lives”

of Cocacola

EXAMPLES

Consumer insight: I actually want to reuse and recycle Cocacola bottles to help protect environment, but I don’t have time to create new function for them. Benefits: Cocacola will show you how to reuse bottles in many ways. Reason to Believe: With different kinds of screw-on cap, we can add more valuable function to normal bottles: ketchup

bottles, weightlifting tools, painting brushes, etc… Detail: created 16 red screw-on caps that transform the otherwise-useless left-over plastic bottle into something creative, fun and usable.

CRITERIA FOR CHOOSING A CONCEPT B – Benefit M – Meaningful M – Mind-opening D – Differentiations

“PROVOCATIVE CREATIVITY”

Go beyond

stating the

obvious

Make sure

you have

dilemma

pivot point

Be positive

Avoid

absolutes/

culturally

sensitive

Concept ―Toilet is so clean that

you can test by your hands‖ in communication of VIM met with opposition from community due to its unhygienic sensitive.

View Cocacola example

in previous slide. Trigger people to think

Thank you and

merry christmas