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Key principles of brand innovation
Refresh
Same benefit, refresh the other
Complete
New benefits in existing offers
Breakthough
New-offer/ New benefits
Brand innovation is the specific tool to leverage brand values from ideas to exploit change as an opportunity for a different business . It refer to
not only products but also services, experiences and processes
BRAND INNOVATION
Strech the brand in
the current category
Launching brands in
new territories
Innovating the core
with rapid roll-out
Reading new
consumer groups
Fix with brand essence
and brand strategy
Address the
Innovation direction
Balance between brand’s
comfort zone and
breakthough ideas
Fit within the pre-defined
brand boundaries
Why brand innovation is important
Brand innovation type
EXPAND BRANDS BEYOND CURRENT CATEGORY
To give my family’s clothes the best care, I have to rinse several times to remove all the
detergent, which wastes a lot of water.
Introducing new Comfort One Rinse Fabric Conditioner
It contains a breakthrough foam cutting technology: With just ½ a cap it cuts the foam and
prevents detergent residues from sticking onto clothes, whilst keeping the great softness and
freshness you love from Comfort – all in just one rinse.
New Comfort One Rinse – rinse, soften and perfume your clothes in one single step, while
reducing your water bill.
Even if we are pretending we don’t, nobody could resist the pleasure and joy brought by a
tender kiss.
Introducing Lux soft skin shower Cream
Lux soft skin shower cream, including three attractive products, makes your skin indulgent in
the irresistible soft and smooth. The nutritious formulation made by fresh strawberry and
moisturizing fresh milk work on your skin and care it nourishing. Your skin will be so smooth
that everybody can not help to kiss it
Lux soft skin shower cream brings you the soft and tender, sexy skin that nobody could resist.
LAUNCHING BRAND IN NEW CATEGORIES
As a man, I want a nice fitness and strength muscle. However, I don’t have time to go to the
fitness center or practice at home .
Introducing new Soy Men
With breakthrough formula BCAAs 2:1:1, Soy Men will help maintain and strengthen your
muscle, prevent muscle injuries, brings you a real man style.
New Soy Men is the first soymilk for men that helps strengthen the muscles.
As a modern woman, I'm very busy in work as well as taking care of my family. That's why
doing household chores is really a nightmare to me since I don’t have enough time to rest.
Sometimes, I want to hire a maid but I’m not so sure about its safety.
Introducing Việc nhà app – a new platform designed to help housewives with housework
With leading technology platform, “Việc nhà” app gives housewives full access to professional
and prestigious maids ‘ network. The simple process in ordering services enables housewives
to hire a maid in just 30 seconds.
Việc Nhà app– free your time, enable you to take well-care of your family and yourself.
TARGET NEW CONSUMERS SEGMENT
As a man, I don’t want to waste too much time on showering because real man don’t care
much about his appearance. That’s the reason why I use shampoo to wash my body.
Introducing new X-Men 2 in 1 – perfumed shampoo and shower
With breakthrough formula, X-Men 2 in 1 not only give you shiny and healthy hair, but also
cleaned and moisturized skin. Especially, premium, unique, masculine scent of X-Men brings
you a real man style.
New X-Men 2 in 1– bathing and shampooing conveniently with premium, masculine scent
brings you a true man style.
I love to drink coca cola , however it contains too much cacbonat and caffeine which harm to
my health and affect to my diet process
Introducing new Diet Coke
It contains a low-calorie, cacbonat but have a taste that is indistinguishable from standard
Coca-Cola ,thank to the wonderful aspartame flavors
New Diet Coke, you not only have a taste that is indistinguishable from standard Coca-Cola
without worring about your health but aslo have a drink for your diet menu
INNOVATING THE CORE WITH RAPID ROLL-OUT
As a student who felt in love with marketing. I’m looking for a marketing contest which not only
helps me to systematize my marketing knowledge but also give me a breakthrough into the
marketing world.
Introducing Young Marketers Contest – Season 2
With the new platform includes 9 months of intensive marketing course for the winners. The
contest is now not only a place for you to compete and systematize your knowledge but also a
place that can give you an exclusive passport into marketing world.
Young Marketers Season 2 – Empower the next marketing generation.
BRAND INNOVATION PROCESS
Contract
Launch Roll-out
Charter
Ideas
Prepare
LAU
NC
H
Post Launch
evaluationLaunch
preparation
- Market study: market share,
market trend,
competitor analysis
- Brand: Brand role,
brand audit, issues
and opportunities,
brand vision
- Consumer: U&A,
buying behavior,
preference driver and brand in
consumer mind
- Develop product concept
- Which ideas are
most promising?
- What is the most
motivating way to
express our idea?
- Is it unique? Is it a
persuasive
proposition?
- We have
communication idea,
product concept,
packaging, price,… Is it
fit the single minded
concept, brand
positioning and brand
vision? Is the consumer excited?
- List to do:
communication
development,
packaging
development, product
cost, sensory panel test,
consumer research
test,,..
- Make sure we can do it.
- Plant
equipment, plant
trials, plant
commissioning
- Plant start-up- Market
deployment
- Commercial
production
- Product
application (users)
- Supply chain
- Marketing
support
- Consumer feedback
- Trade monitoring
- Business review
- Brand audit
- Communication
tracking
Recommend
others to do the
same
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.
WHAT IS IT?
Nature: Fact finding
Key success factor:– Define target consumer, findings of currently unmet needs or new trend, finding consumer insight – Estimation of market size (volume & value), growth rate – Estimation of competition
Nature: Creative
Key success factor:- Discovery of big idea base on strong insight: hit at the unmet need, a cutting-through the competition and step ahead the trend
- High acceptance of product concepts from target consumer
Nature: resource-planning
Key success factor:– High acceptance of brand promise, marketing mix concept from target consumers
– Healthy financial indications: primary inputs are sales forecast, cost of production, marketing spend
Nature: disaster check
Key success factor:– High acceptance of communication concept
– Right media placement & priority
– Positive market feedback from consumers, customers and trade
- Availability & visibility
Nature: re-alignment & re-fuelling
Key success factor:- Right amount of brand awareness
- Correct communication take-outs
- Achievement of initial targets
- Positive market feedback form end-users, customers and trade
Nature: actual investment.
Key success factor:- Smooth coordination
IdeaPrepare Feasibility CapabilityLaunch
preparation
Post Launchevaluation
BRAND INNOVATION PROCESS
BRAND INNOVATION PROCESS – CLOSEUP EXAMPLEPrepare
Market: take care of health oral care- Competitor:
Colgate: strong tooth, prevent tooth decay and feel refreshing when brushing
PS: tell story about confidence smile (avoid 3 problems:
tooth decay, yellowing tooth, bad breath)
Consumer- Modern woman, 18-35
- Tend to be interested in the beauty
of the teeth when the problem about
oral health was satisfied
Brand
Brand proposition: The catalyst to get
confidence
InsightAs a modern woman, I want a toothpaste for me to get whiter teeth instantly so I can always appear
confidently with my bright white smile
Idea
Idea 1: Closeup Diamond attractionBlue Light Technology bring to bright
white seductive as diamond after
one brushing
Idea 2: Closeup Women’s choiceBuild emotional benefit: tooth
beauty product is trusted by
glamorous women
Idea 3: Cosmetics for tooth
A first cosmetics product for tooth
with whitening particles technology
Feasibility
Capability
Idea 1: Closeup Diamond attraction Idea 2: Closeup Women’s choice Idea 3: Cosmetics for tooth
Kick out this idea because not Because it is
not really related with oral care category
Idea 1: Closeup Diamond attraction
Idea 2: Closeup Women’s choiceKick out this idea because of
significantly increasing the cost
(function benefit is not clear)
LAUNCH
CLOSEUP DIAMOND ATTRACTION
BRAND INNOVATION PROCESS – DOWNY EXAMPLEPrepare
- Competitor:
Comfort: Tell story about comfort after using fabric softeners (soft, fragrant long time)
Consumer- Woman, 25-40, got married
- Long after getting married, couples
have less romantic moments and
emotions as they don’t know how to
reheat their love
Brand
People appreciate Downy for their strong fragrance which can make them feel satisfied when using it
InsightLong after getting married, I and my husband have less romantic moments and emotions than during the beginning period
of marital life. I need a something sweet enough to remind us of the emotions we used to have and thus reheat our love.
Idea
Idea 1: Downy cảm xúcThree-layered fragrance changing with time.
Portfolio include 5 variants with different
perfume scents named after 5 kinds of emotions in love
Idea 2: Seductive Downy
Break-through technology brings
long-lasting seductive scent
Idea 3: Downy the old day
Classic scents evoke emotions from
the old day of love
Feasibility
Capability
Idea 1: Downy Cảm xúc Idea 2: Seductive DownyIdea 3: Cosmetics for tooth
Kick out this idea because it does ‘t has
strong RTBs
Idea 1: Downy Cảm xúcIdea 2:Seductiveness is not so relevant in this context
LAUNCH
Downy cam xuc