Young Marketers-Elite-3-Assignment-8.1-BrandInnovation-thy-hậu-vỹ

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

2. WHAT IS BRAND INNOVATION? ?
-A process of harnessing
and exploiting creative
ideas
-A creative engagement
between product potential
and customer potential
TRUE INNOVATION
1. 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 IS
WHICH TO
INNOVATION PRINCIPLES

3. REFRESH COMPETE BREAKTHROUGH
Keep existing benefits but
refresh the offer
Add new benefits to existing
offers
New-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

4. PRODUCT INNOVATION
Kitkat Ice cream
Combination of Ice cream and
Kitkat.
COMMUNICATION INNOVATION
PACKAGING
INNOVATION
Dai 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
INNOVATION
Pop 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.

5. 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

6. 1.Expanding brands beyond current
categories.
2.Launching brands in new territories
Coca Cola launched Nutriboost
From 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.

7. 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?

8. 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.

9. BRAND INNOVATION PROCESS - Innovation Funnel
IDEA FEASIBILITY CAPABILITY LAUNCH
ROLL-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
same
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

10. BRAND INNOVATION PROCESS – CONVERSE Rubber
CONTEXT INITIATIVE CONCEPT
INNOVATION
FUNNEL
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.

11. INNOVATION FUNNEL
IDEA FEASIBILITY CAPABILITY LAUNCH
ROLL-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

12. Thank you!