Innovation in Carlsberg - startvaekst.dk¦g_Carlsberg.pdf · Tuborg Lite Holsten Lemon Solo Smoothie DraughtMaster Home International bottles DraughtMaster System C900 (Professional)

Innovation in Carlsberg Involving users in the development process

Lene Dyrby Andersen, Senior Innovation Manager

November 28

GSM Strategy

Slide 1

Content

InnoScope – consumer trends and innovation opportunity areas for Carlsberg

From innovation opportunity areas to ideas and concepts

How to involve consumers and customers throughout the development process

Innovation in Carlsberg

GSM Strategy

Slide 2

What is innovation at Carlsberg?

Ready to sell pallets

Pull-off capEveJacobsen

SemperArdens

Smart handle

Extra Cold

Club Bottle

CarlsbergEdge

Tuborg Lite Holsten

Lemon

Solo Smoothie

DraughtMaster Home

International bottles

DraughtMaster System

(Professional)C900 (super premium)

Product innovations Packaging innovations Equipment/technologyinnovations

Xide

Beat Crate

Steinie Bottles

Ready to sell pallet

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Slide 3

Content





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Slide 4

Technology push

Market pull

Setting the direction for innovation efforts is a corner stone in hitting the market with successful innovation

Gate 1

Idea development

(stage 0)

Stage 1(Concept)

Stage 2(Business

case)

Stage 3(Dev.. & testing) Stage 4

(Launch)

Gate 2 Gate 3 Gate 4Ideascreening/ selection

Development process LaunchInnovation strategy and ideageneration

What competencies do we have that we can

leverage?

What is our market all about and are there unmet needs we can

leverage?

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Slide 5

Finding winning ideas can be like finding a needle in a haystack unless you are clear on consumer needs

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Key part of innovation strategy process is to identify the relevant innovation areas we believe in...

Describe growth target

Identify and analyze key drivers

Describe main business challenges

Outline innovation areas

Generate and select

develop ideas

Gate 1

Idea development

(stage 0)

Stage 1(Concept)

Stage 2(Business

case)

Stage 3(Dev.. & testing) Stage 4

(Launch)

Gate 2 Gate 3 Gate 4Ideascreening/ selection

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Slide 7

Governmental & societaltrends

Polarisation of income groups

Raised awareness and combat of alcohol and tobacco

Obesity - globally, more than 300 million obese people - 22 million under 5 years old

Growing government health costs

Health & Wellbeing – top global consumer concern

Pressure on industryto demonstrate ”social responsibility”

Consumer grouptrends

Ageing populations (50+ club)

Increasing multi-ethnic society – a large number of young adult ethnic consumers

Youth - a changing profile of young adults – dras-tically different values, needs and tastes

The cash-rich and time-poor professionals

Women – increasing Power as shoppersand consumers

The rise of the urban singles

Trends in leisure & lifestyleAdopting a

healthy lifestyle

Polarising spending patterns

Rising stress levels boosting service consumption

Over-complexity - demand for simplicity

European culture is becoming more feminised

Bonding time still more important

Consumer seek experiences and “the good story”

Ethical & environmental concerns

Youthful behaviour across generations

Trading-Up: the New Luxury

Growing in-home entertainment

Trends in foods & drinks

Local provenance & ‘alien’provenance

Feminisation of eating/drinking culture

Food as primary driver, matching drink with food

Hyper-convenient food

Steady on-the-go growth

Exploring new cuisines

PremiumisationLuxury commodities

Value brands & products

Functional

Healthy

Wellbeing

Organics

Freshness

Many & variedattitudes

I like to try new things

I’m too young to be old

I want the most of my free time

Make my life easier

Because I’m worth it

I want it my way

Tell me who I amWho do

I trust anymore?

Speak to me in my language

I want my brands to have attitude

Help mefeel safe

Make me look good

Make me feel happy

Help me enjoy life

I’m savvy with my money

We are constantly bombarded with new trends

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Slide 8

Content





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Slide 9

Choosing the territory

Exploring the territory & identifying insights!

Create concepts

Conduct consumer testing

Going from territories to strategic direction and great ideas

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Slide 10

Company/ brand

Choosing the priority territories for beer innovation

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Slide 11

Most people can be creative – if facilitated and stimulated!

Explore the territory - Creative sessions

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Slide 12

The power of pre-work …


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Representation of multiple mindsets …


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Inspiring stimulus …


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Light and shade … insights around motivations and barriers

Explore the territory - Creative session

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Slide 16

Get inspired from other categories…


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Slide 17

Using different creative techniques …


Negative brainstorm

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Slide 18

Consumer/customer co-creation …


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Slide 19

Accessing experts …


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Slide 20

Many ideas … which one to pursue?


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Slide 21

Content





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Slide 22

Involving consumers and customers throughout the development process

Gate 1

Stage 5(Evaluation)

Idea generation(Stage 0)

Stage 1(Concept)

Stage 2(Business

Case)

Stage 3(Development &

Testing)

Stage 4(Launch)

Gate 2 Gate 3 Gate 4Ideascreening/selection

Stage-gate model

Research

Objectives

Research Methods

• Identify the need! Strong consumer insights are raw materials for great ideas!

• MOTIVATION

• BARRIERS

• Observations

• Etnographictechniques

• In-dept interviews

– Infrequent users

– Lead users

– Experts

• To explore and built the ideas

• To screen the ideas to focus resources

• Creative workshops with

– Consumers

– Experts

– Customers

• (Web-based) screening of ideas

• To improve the concepts

– Target

– Positioning

– Description

– Name

– Initial design

• To provide input for development briefs

• Focus groups

• Pair of friends

• To optimize the product mix

– Design

– Product

– Price

– Promotion

• To support final launch decision

• Taste tests (in-home)

• Quant concept tests (testing name, design etc.)

• Micro-test (market simulation model)

• To ensure that we learn from our product launches

• To evaluate the degree of success after launch

• Brand tracking

• Post-test evaluation (qualor quant)

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Slide 23

Starting point for all great ideas are true insights –which can be quite hard to find!

Observe, ask, listen, reflectUNDERSTAND

Look at the whole product experience cycle

Learn from the consumerLook to the future

Trends

Talk to expertsTalk to experts

Learn from customersOn and off-trade

Learn from the shopper

Look to other

categories

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Slide 24

Examples of getting insightsEthnographic study in bars and pubs

Living the life of our customers – what motivates, what are the problems?

“I don't like the taste of beer. When asked for a recommendation, I recommend the strawberry margarita because I like it myself. Minna, Santa Fe, FI

“I spend a lot of my time in my office on the wines, I enjoy doing that”

Tim, owner of Fire&Ice

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Slide 25

Examples of getting insightsTrendstudy and creative sessions with female firstmovers

Women are buying around 33% of alcoholic drinks on-trade – but often not beer! Why?

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Slide 26

Examples of getting insightsInvolving bar owners and bartenders in developing new exclusive product

How to fight back against champagne and cocktails in trendy bars?

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Slide 27

Examples of getting insightsIn-dept personal interviews with infrequent drinkers

Not choosing beer is not only a matter of dislike of product taste…

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Slide 28

Not always big “professional” studies!Just talk to your users, shoppers, buyers etc.!

How to connect to young people?

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Slide 29

Not always big “professional” studies!Just talk to your users, shoppers, buyers etc.!

Speed-dating!

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Slide 30

Customers, shoppers and consumers have different needs!

Consumers are not alike!

Consumers are not always the same!

They are changing!

They are most likely not like you!

Observe, ask, listen, reflect!

Get to understand their needs!

Documents

Innovation in Carlsberg - startvaekst.dk¦g_Carlsberg.pdf · Tuborg Lite Holsten Lemon Solo Smoothie DraughtMaster Home International bottles DraughtMaster System C900 (Professional)