ASSIGNMENT 8.1 – BRAND INNOVATION – Khánh Thy, Phúc Hậu, Kỳ Vỹ

WHAT IS BRAND INNOVATION? ?

-A process of harnessing

and exploiting creative

ideas

-A creative engagement

between product potential

and customer potential

TRUE INNOVATION1. Not about follow the other

Create your own way to grow

2. Not only about increasing share

Changing consumer behavior to create

growth for categories, business

•Fit the Brand Strategy

•Help address the Innovation Direction

•Fit within the pre-defined brand boundaries

Meet business needs

Transform your BRAND into a

dynamic, relevant asset

Adapt brand with FAST-

CHANGING ENVIRONMENT to

win business

Refers to both radical and

incremental changes to products,

processes or services

Requires specific tools, rules, and

discipline

Transform understandings of current

consumer insights in to reality,

bringing additional benefits to

consumers

BRAND INNOVATION ISWHICH TO

INNOVATION PRINCIPLES

REFRESH COMPETE BREAKTHROUGH

Keep existing benefits but

refresh the offer

Add new benefits to existing

offersNew-offer/ New benefits

Revive is refreshing the

brand by new packaging

Capture the youth trend,

Yomost launched Yomost Jelly.

Nestcafe launched the

Nestcafe Dolce Gusto – the mini

coffee machine using with the

capsule

INNOVATION TYPES

PRODUCT INNOVATIONKitkat Ice cream

Combination of Ice cream and

Kitkat.

COMMUNICATION INNOVATIONPACKAGING

INNOVATIONDai Viet beer launch a pull-to-open beer bottle that don’t require a bottle-opener to open but just pulling the cap. The new

packaging gives consumer convenience when using the products.

CHANNEL

INNOVATIONPop up store of Zalora e-

commerce.

They sometimes will have pop

up store with showroom

products for users to order

goods online there. With

fashion products, consumer

want to check real items and

then decide to buy.This pop-up

store exists only in short period

of time to saving cost. The aim

is to satisfy consumers as well

as bring new news

PRICING INNOVATION

IBM Innovation Labs

Retail Lab,Emerging

Technology &

Solutions Lab, IOT

Lab and IOC Labs

Customizing users’

demand.

INNOVATION MIX

Buying any bill of 300k VND at

Big C will have chance to buy

Comfort 1.6L discount xx%

PROCESS INNOVATION

Aquafina Virtual fitting room that allow user to choose clothes for a character that represent the user fashion personality and having the user’s face.

Brand innovation is to MAKE MORE

MONEY FOR THE COMPANY There are no static advantages in business

Innovation is a source of sustainable

growth

WHY INNOVATION?

INNOVATION STRATEGY

Build your Innovation on

Market and Brand Strategy

Complete the Innovation Path to

create your Innovation strategy

Keep a balance of refresh-compete-

breakthrough

Work out the P+L as early as possible, keep on target

Strong consumer insights are at the heart of a great

concept

Craft your concepts and create the rich

stimulus for research

Expanding brands beyond

current categories

Launching brands in new

territories

Reaching new consumer

groups

Innovating the core with rapid

rollout

BRAND

INNOVATION

IS THE

LIFEBLOOD

1.Expanding brands beyond current categories.

2.Launching brands in new territories

Coca Cola launched NutriboostFrom Liquid Refreshment Beverage to Juicy milk drink.

Current

subcategories

Hair care: Moisture shampoo, Curls spray and gel.

Skin care: Body soap, Body mist Moisturizer

Target consumer Women aged 30-39. Had not yet used skin-firming

products with wrinkles and cellulite problem

Innovation New sub-category:

Deodorant

Dove Body Deodorants: Softens and smoothens

delicate underarm skin so you can confidently go

without sleeves.

Product Dove Deodorants stick, cream and spray

Fit within the pre-

defined brand

boundaries

Brand qualities remained :softness and smooth

Fit within the pre-

defined brand

boundaries

Market :Liquid Refreshment Beverage (LRB)

The unmet need

leading to

innovation

consumers are looking for something that

gives the benefits of milk but that is also

tasty and refreshing like juice

Innovation Combining the world’s best milk from New

Zealand and the world’s best-selling juice

from Minute Maid, Nutriboost is the perfect

match of strength giving milk and delicious,

real fruit juice.

Minute Maid Nutriboost are available in two

flavours of delicious, nutrient-added, real

fruit juice; orange and strawberry, in 280ml

PET bottles for a premium feel and

convenience

WHY INNOVATION?

Dove brand from

Dove Bar extended to

Dove Deodorant.

4.Innovating the core with rapid rollout

Vinasoy Men Target new consumer group.

3.Reading new consumer groups

Current product Innovation

Fami

soymilk

Vinasoy

soymilk

SoyMen

soymilk

Target

consumer

Families Women Men

Functional

benefit

Improve

health,

keep fit

Improve

and

protect

the

beauty

Build muscle

and keep

firm

Fit within the pre-defined brand

boundaries

Soymilk for

healthy body

Fit within the

pre-defined

brand

boundaries

Low price and medium price

Function focus on: company works, game

and camera

Postioning: Strong technology device for you

to work more.

Stretch

product line

rapidly

Lumia 505, Lumia 510 (2012),Lumia 520 (2013),

Lumia 521, Lumia 525, Lumia 530, Lumia 610,

Lumia 620, Lumia 630, Lumia 636/638, Lumia

710, Lumia 720, Lumia 730/735, Lumia 800.

Lumia 810, 820,...

Innovation

key

Updated operating system.

Higher quality camera.

More supporting tools for office and work.

Lumia penetrates new pruducts rapidly

WHY INNOVATION?

BRAND INNOVATION PROCESS - Stages

CONTEXT INITIATIVE CONCEPT INNOVATION

FUNNEL

WHAT?

HOW?

OUTPUT

Know where you are,

what you have and

what you want to

achieve.

Identify Innovation

direction for initiative

generation.

Act as the brief for

concept

development

Identifying:

Opportunity, trends,

consumer insight,

needs...

Define initiatives by

understanding

consumer insights.

Prepare successful

concepts for Innovation Funnel

Create concepts for

each initiative.

Identifying: Name,

description, insight,

emotional benefits,

reason to believe,

visualization.

Concept:

+ Consumer Insight.

+ Benefits and RTB.

+ Concept sum-up.

IDEA

PRODUCT

LAUNCH &

FURTHER

Management,

Evaluation,

Selection

+ Assessing the

external environment:

Current situation of

brand, consumer

trends, and challenges

of market.

+ Assessing internal

resource and

challenges: brand

existing positioning,

target, root strength etc.

BRAND INNOVATION PROCESS - Innovation Funnel

IDEA FEASIBILITY CAPABILITY LAUNCHROLL-OUT

CONTENDER

+ Presenting

and revising

idea built from

concept.

+ Internal

concept test

+ Qualitative

Concept Test

+ Quantitative

Pack Test

+ Risk assessment

+ Finalize product

and pack.

+ Forecast

resouces, risks.

+ Production Trial.

LAUNCH

PREPARATION

+Issue deployment

plan.

+Supporting Plan

+Design

+Advertising

preparation (TVC,

banners, media...)

+Quali. and

quanti.

Research, (Retail

audit...)

+Find out key

learning to do it

better

Recommend

others to do the

sameLAUNCH

POST-LAUNCH

EVALUATION

What should we

do?

Can we do it? Make sure we

can do it!

Let’s do it!Was it a

success?

Keep the success

going on

BRAND INNOVATION PROCESS – CONVERSE Rubber

CONTEXT INITIATIVE CONCEPT INN

OV

ATIO

N

FU

NN

EL

Create a new kind of sneaker that

serve other need of consumer but still

keep the original design and style of

Converse.

Youngster don’t want their

sneaker get wet, dirts, stains

especially in the raining days.

+ Market: The tough competition from

many sneaker brand in the market like

Nike, Adidas, Palladium, Vans... put

pressure on Converse that the brand

need to be different to win the need-

rising market in Vietnam.

+ Brand: Converse is considered as a

brand which survive by the unchanged

classic design and style throughout its

development so it was a challenge for

Converse to make a breakthrough

difference.

+ Consumer: Among various kind of

sneaker, sometimes youth find it hard to

choose one based on the style

because they are equally beautiful so

they start to look for thing that serve

their other need.

Discover the consumer:

+ Most of youngsters wear

sneakers nowaday when

they go out for many

occasions.

+ Vietnamese weather are

unpredictable especially in

the raining seasons which

causes sudden rain, mud,

dirt making sneaker dirty

and old.

+ The cloth sneaker when

they get wet is very hard to

dry making the sneaker wear

and tear more quickly.

- Insight: I want a sneaker that

give me the classic style and

the confidence to enjoy my life

in every weather condition.

- Benefits and RTB: made from

high quality rubber which can

prevent the sneaker from

water, stains, dirts or mud

especially in the raining day.

- Concept sum-up:

Converse rubber- A sneaker

totally made from high quality

rubber which can prevent the

sneaker from water, stains, dirts

or mud especially in the raining

day. The new product doesn’t

change the classic design of

Converse.

Concept for Innovation funnel.

INNOVATION FUNNEL

IDEA FEASIBILITY CAPABILITY LAUNCHROLL-OUT

CONTENDER

Converse rubber:

+ Totally made

from high quality

rubber

+ Anti water,

stains, dirts or

mud especially in

the raining day.

+ Remain the

classic design of

Converse.

+ The first in the

market.

+ The need is

huge in the

market.

+ Vietnamese

street is full of

water, mud in

raining day and

full of dirts, stains

in normal days.

+ The original

design remains

constant.

+ Converse is

well-establish in

Vietnam.

LAUNCH

PREPARATION

+ KOL hiring.

+ PR articles.

+ Distribution to

stores.

+ Social networks.

+ Fashion

lookbook.

+ Good

impression in

Hochiminh city.

+ Good

engagement on

Social network.

+ Promising

good sale.

+ Establish new

design in the next

periods.LAUNCH

POST-LAUNCH

EVALUATION

What should we

do?

Can we do it? Make sure we

can do it!

Let’s do it!Was it a

success?

Keep the success

going on

Thank you!