Eric Meyer - Replacing the Innovation Funnel

Replacing the Innovation Funnel Eric Meyer Director of Insights and Innovation Sunny Delight Beverage Co.

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The New Product Challenge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* New Product Introduction The Nielsen Co., January ‘09

Top 10 New Items Introduced in 2008 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen Strategic Planner, 52 Weeks Ending 12/27/08, Total U.S. Grocery/Drug/Mass excluding Wal-Mart

Cooper Stage Gate Industry Innovation Model 2 4 8 3 6 12 5 10 20 = 10 $100M = 20 $50M = 40 $25M Tests Projects Concepts Winners 1 2 4 For going $100M increase in sales, you need … Source: R. G. Cooper – Winning at new products Data from PDMA, NPD Survey Ideas Innovation Funnel Total Pipeline

Make the Funnel More of a Tunnel Future State Consumer Driven Internally Informed Ideas Results Current State Internally Driven Consumer Informed Innovation Strategy Prioritization

SDBC Innovation Model ,[object Object],[object Object],[object Object],[object Object],[object Object],Segmentation “ Who” Immersion Team Synthesis Rapid Prototyping Consumer Synthesis “ What” Immersion Team Synthesis Rapid Prototyping Consumer Synthesis

Consumer Segmentation Demographic Psychographic Organoleptic

Demographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Psychographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Hypothetical Segment Dimensions Financial Constraint Time Constraint Lunch Dinner Snack Attitudes Resources Situations Nutrition Value Status (teens) Function Breakfast No Constraints

Organoleptic Segmentation ,[object Object],[object Object],[object Object],[object Object]

Segmentation Summary Secondary Research General Primary Research Segmented Primary Research Examples Industry reports Store data Panel data Ethnographic Focus groups Surveys Ethnographic Focus groups Surveys Best Use Acquisition Global Expansion Competitive learning Informing segment research NPD volume projection Concept development Product development Marketing development For NPD Too distant, can’t see or feel what is going on Disagreements & conflicting opinions cause confusion and lack of a clear vision Patterns emerge from like thinking, behavior and beliefs, providing focus

Segmentation Summary ,[object Object],Tests Projects Concepts Winners Ideas Innovation Funnel

Consumer Directed Development ,[object Object],[object Object],[object Object]

Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Team Marketing Market Research Product Dev. Package Dev. Sales Ad Agency Graphics Agency Finance Flavor House Bottle Supplier Research Agency The Bosses Industry leading Hispanic branding The Latino Ideas Company Conill

“ Who” Deep Dive Conclusions ,[object Object],[object Object],[object Object],[object Object]

Concept Fragment ClaimStorming TM ,[object Object],[object Object],Orange Carrot Consumer Synthesis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Product ProtoStorming TM

Intermission to Helicopter Up ,[object Object],[object Object],[object Object],[object Object],[object Object],Tests Projects Concepts Winners Ideas Innovation Funnel

“ What” Immersion - Field Work ,[object Object],[object Object],[object Object],[object Object],[object Object]

Another Helicopter Up ,[object Object],[object Object],Tests Projects Concepts Winners Ideas Innovation Funnel

New SunnyD Orange Carrot A sunny combination of taste and nutrition ,[object Object],[object Object],[object Object],F Holistic ClaimStorming TM New SunnyD Orange Carrot Homemade taste with SunnyD convenience G New SunnyD Orange Carrot A better alternative to sodas that your family will love. H Accepted Consumer Belief Benefit Reason to believe Accepted Consumer Belief Benefit Reason to believe

[object Object],Holistic ProtoStorming TM ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Holistic ProtoStorming TM

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Nuevo SunnyD Naranja-Zanahoria Sabor casero con la comodidad de SunnyD Optimized Proposition

SDBC Innovation Model ,[object Object],Segmentation “ Who” Immersion Team Synthesis Rapid Prototyping Consumer Synthesis “ What” Immersion Team Synthesis Rapid Prototyping Consumer Synthesis

Innovation Tunnel Summary ,[object Object],[object Object],[object Object],Test Project Concept Winner Idea Innovation Tunnel

Eric Meyer - Replacing the Innovation Funnel

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