MINH THÔNG - VĂN HIỂN- NGỌC KHÁNH

ASSIGNMENT 7.1

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

THANK YOU