From Sara Lee

1. Open innovation and co-
creation with your fan base

2. Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's

3. ‘Closed’ vs ‘Open’ Innovation
 Powerful, proud organisation (‘all smart people work for us’)
 Focus on control
 Leadership to focus on R&D ROI
 NIH syndrome prevalent
 We create the best (and most) ideas in the industry
 IP viewed as a powerful defensive tool
 Conventional organisation structure
 Highly confidential
 Poor measurement system for potential of innovative ideas
 ‘Pet’ projects kept alive for a long time
 External connections are seen as ‘outsourcing R&D’
 Only conventional business models are to be considered
 In-licensing is a ‘last resort’

4.  Externally facing organisation with strong internal resources for ‘innovation
realisation’
 Focus on learning
 External ‘connectedness’ is in the DNA of all people
 R&D scorecard has ‘external connection’ as key score (incl. reward system)
 Internally well connected organisation – external (and internal) ideas flow
well throughout the organisation
 Well defined technology needs
 IP viewed as ‘innovation currency’
 Innovation and business potential measurement processes to assess new
ideas (‘weed & feed’ culture)
 Confidential ‘openess’
 Recognised presence at conference / exhibition / trade show arena
 Open to JV, VC, angel investors, non-product opportunities (services,
insurance), etc.
 Bespoke individuals are appointed to lead external connection development
with appropriate funding
 Ability to quickly fill science, technology, facility and capability gaps
 Highly dynamic in- and outlicensing activities
‘Closed’ vs ‘Open’ Innovation

5. What we want to know from to the outside
world ?
•We want to connect to people
having technical solutions for
needs we have
– Needs are based on problems
defined in technology roadmaps
– Roadmaps are owned by the total
innovation community (not only
R&D)
•We want to connect to any
body who can suggest new
ideas for our brands
– Suggestions on problems from the
marketing directors of the
respective brands

6. Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's

7. Our brands are very suitable to connect:

8. Case 1: Douwe Egberts 55+ consumers
• 55+ consumers drink less coffee
• Although it is related to health
claims clear insights are lacking
• Invitation e-mail send to 35000
55+ people form the DE database
• 1000 people have logged on to
participate
• 500 people have registered their
coffee drinking habits on the first
few days

9. Case 1: Outline of the day….
Friday Sept 25th 2009 10-14 h business center
•Two groups: factory visit and brainstorm activity in parallel
•Presentation of created ideas to each other
•Lots of coffee, cake, lunch.......Nice goodie bag

10. Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's

11. Case 2 : Senseo & Libelle process
DEC
• Co-creation day
FEBR
• Panel explores flavours
MRT/APR
• Panel participates in workshop and is asked
feedback on packaging
Libelle
Summer week
• Selection of winning concept

12. Case 3 : Call for action in Libelle

13. Case 2: The cast
• 22 women
– Libelle Senseo panel
• 4 DE marketers
• 4 teams
• Visualiser
• Two facilitators
• One problem owner

15. Case 2: The product

16. Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's

17. Case 3 : Pickwick & Hyves
•Joint co-creation with Hyves and Pickwick
(40000 Pickwick brand lovers)
– Dedicated panel
– Hyves page for the co-creation process
•Launch of Dutch tea blend

18. Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's

19. Case 4: Pickwick on RedesignMe

20. Case 4: Pickwick on RedesignMe

21. Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's

25. Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's

26. Learning's
•Use of existing communities works
•Different communities give different
perspectives
– Consumers reflect
– Designers look into the future
•Connecting is fun and energizing

27. AFRIS. AsianFoodRegulationInformationService.
We have the largest database of Asian food regulations in the world and it’s
FREE to use.
We publish a range of communication services, list a very large number of
food events and online educational webinars and continue to grow our Digital
Library.
We look forward to hearing from you soon!
www.asianfoodreg.com
adrienna@asianfoodreg.com