Young marketers elite 2 Brand Innovation - Van Khai - Mai Bang

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

1

2

3

4

5

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


3. X-Men fragrance with anti

dandruff ability


* 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



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


Ideas

Post-

launched

evaluation

Roll-out






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


Marketing

Young marketers elite 2 Brand Innovation - Van Khai - Mai Bang