Researched & Developed By:

I I V O LUM E 1 , M AR K E T I NG 20 1 0 I

In Association With:

Identify and evaluate how innovation can drive the growth of your organisation Be Empowered with processes, tools and examples to put innovation into practice Learn how to make innovation sustainable and continous Discover techniques, strategies and decision making methods and skills Acquire the skills to transform concepts and ideas into real marketable products Uncover elements of a successful product innovation system Explore tools and techniques to successfully drive innovation Increase your revenue with new innovative products and ideas as well as marketing strategies Rapidly increase your competitive edge Capture and identify ideas with the highest potential Efficiently develop and implement a marketing strategy to increase sales and market share growth Position and differentiate your products and services from your competitors Increase your organisation's sales, profit margins, shares and market valuation

Source: The Global CEO Study by IBM

Return-on-Marketing investment can sometimes seem like an oasis: just around the bend but forever evasive. At no time has this perception struck a stronger chord than today.

In the era of economic uncertainty, marketing professionals are confronted with a whole host of new challenges while driving market share

growth and profitability.

“THREE in FIVE New-Product efforts are scuttled before they ever reach the market. Of the ones that do see the light of the day, 4O%

never become profitable and simply disappear.” - Market Research Association

WHY?

Organisations often spend great resources and time developing new products and services only to find that consumer adoption is far less or far slower

than expected. Final product fails to deliver on its promises. More often, however, the problem is marketing-led; the failure to keep

pace with their customers’ evolving needs and preferences; create value through distinct; innovative new offerings;

and engage customers in consistent, profitable interactions.

High velocity change in markets, new business models, the emergence of new means of marketing and branding, shorter product life cycles, changing

customer needs and competitive pressures have pushed the need for marketing to create tighter synergy with R&D, Product Development and Branding

- much higher than expected on the CMO’s priority lists.

- Marketing Innovation is the omnipresent driver for this synergy - Marketing innovation is the process of developing, creating and maintaining new

ideas and methods for building sales teams, lead generation, getting the word out about your products and services and creating buzz

to ultimately meet customer needs.

“The business enterprise has two – and only two – basic functions: Marketing and Innovation. Marketing and innovation produce results:

All the rest are ‘costs’.” - Peter Drucker

Marketing Professionals MUST realise that they will have to substantially improve key business areas if they want

to capture future growth opportunities and attain the level of profitability.

SPEED‐TO‐MARKET AND MAGNITUDE IS THE DRIVING FORCE FOR GAINING COMPETITIVE EDGE IN A VOLATILE BUSINESS LANDSCAPE! 

New ideas lie at the heart of innovation, but ideas alone are not enough. Innovation requires translating ideas into value-adding

products and services. Bridging the gap between an idea and its beneficial result is the crucial step that every marketing department should take.

While some companies achieve this particularly well, others - even those with enormous reservoirs of capital - still struggle.

Weave through your competition thru’ significant increases in incremental revenue to improved internal productivity; speed

to market, diminished product “bombs”, escalating market shares and enhanced customer loyalty.

Be the ONE threatening your competitors! TRANSFORM your ideas and make it profitable!

“We will fight our  

battles not on the low road 

to commoditisation, but on the 

high road of innovation.”  

‐ Howard Stringer, Chairman and CEO,   

  Sony  

 

“Big will not beat small anymore.  

It will be the fast beating the slow.”                              

‐ Rupert Murdoch, Chairman and CEO, 

  News Corporation 

 

“Constant reinvention is the central necessity  

at GE…We’re all just moments away from  

commodity hell.”            

‐ Jeffrey Immelt, Chairman and CEO, GE 

 

“Partnering is the only way to extract  

maximum value and avoid  

reinventing the wheel.”  

‐ Unnamed CEO 

 

“The nature of innovation ‐ the inherent  

definition of innovation ‐ has changed 

today from what it was in the past.  

It’s no longer individuals toiling  

in a laboratory, coming up with  

some great invention. It’s not  

an individual. It’s individuals.  

It’s multidisciplinary. It’s  

global. It’s collaborative.”  

‐ Sam Palmisano,  

  Chairman, President  

  and CEO, IBM 

This Cutting-Edge Workshop Will Enable You To...

MODULE 1 PRODUCT AND MARKETING INNOVATION AS A BUSINESS DRIVER

• Why Innovation is required to drive growth • What is Innovation Strategy? • Ideas at the heart of Innovation - Examples MODULE 2 THE 5 STAGE INNOVATION MODEL

• The Model in Brief: • 1. Foundation Work • 2. Consumer Knowledge • 3. Idea Generation • 4. Idea Screening • 5. Implementation (see Figure A)

• 10 Lessons in Product & Marketing Innovation • Lesson 1 - Innovation Requires an “In Vitro” Environment • Lesson 2 - Make Innovation Continuous and Routine • Lesson 3 - Innovation is No Surrogate for Brand Clarity • Lesson 4 - Innovation is a Team Sport • Lesson 5 - Engineer the Process • Lesson 6 - Make Inspiration a Discipline • Lesson 7 - Get Centred on Your Customer • Lesson 8 - Question All Assumptions • Lesson 9 - Engage Both Left and Right Brain • Lesson 10 - Innovation is Serious Play

MODULE 3 BRAND AS ANCHOR IN INNOVATION

• Portfolio Management and Innovation • How a Brand can lead Innovation versus Technology • Case Studies: Alive by F&N Foods, P&G Haircare

MODULE 4 STAGE 1 - FOUNDATION WORK

• A detailed look at each of the 5 Steps in the Innovation Process • Framing the business issues (surveying the landscape) • Gathering Inspiration • Framing the Innovation Challenges • Set the idea parameters (in terms of: resources,

timing, marketing or product innovation)

Exercise: Discover the Business Issue and Innovation Challenges for the following categories: Laundry Detergent, Mass Market Furniture Retailer, Vitamin Supplement Range, or a Fitness Centre. MODULE 5 STAGE 2 - CONSUMER KNOWLEDGE'S THE ENGINE OF INNOVATION

• Designing a consumer knowledge programme for Innovation

• Organising existing consumer knowledge for Innovation

• New sources of Inspiration • Experience Mapping for Innovation • Service and Retail Innovation (see Figure B)

Illustrative Case: Nippon Paint Buying Experience

Exercise 1: Design an Inspirational Consumer Knowledge Programme or Exercise 2: Map the Buying Experience for Your Category MODULE 6 STAGE 3 - IDEA GENERATION

• The importance of Creativity within Innovation • Examples of Creativity as a business tool and Innovation driver • 5 Practical Tools for Generating Ideas

• Borrowing Brilliantly • Trends and Inspiration • Related Worlds • Overturn Assumptions • Random Stimulus

• Capturing Ideas • The “post-it” Idea Headline • The 3 part Idea Logic • Full Concept Board

“Innovation has been embraced by many leading 

 organisation as the means for greater 

profitability and business growth. 

 Innovation is not magic and it is not 

 even difficult, it just requires 

 a little focus to understand 

 what innovation actually 

 means and how it can be 

undertaken.”  

‐ Roger La Salle, 

 La Salle Matrix Thinking  

(Figure A)

• Framing the business issue • Gather inspiration • Frame the Innovation Challenge • Set Idea success parameters 

• Organising existing          research  

• New sources of              Inspiration 

• Experience Mapping 

• Ideation Events • Idea Management system 

• Evaluation Criteria • Building on Ideas • External Idea Screener • Measuring Purchase Intent 

• Project Teams 

MODULE 7 STAGE 3 - LIVE IDEATION SESSION

• Participants are divided into product category groups of 3 to 4 people per group. Each group will select an Innovation Challenge from DAY 1 to focus on. Practice using all 5 of the idea generation tools to create “idea headlines”. Share with the group.

• Tips for running your own Ideation Session MODULE 8 STAGE 4 - IDEA SCREENING & TESTING

• What does a good idea look like? • Developing evaluation criteria for first level screening • Developing ideas for further testing • Some Testing Methods: External Idea Screener and Quantitative • Purchase Intent - Case: Tide China

MODULE 9 STAGE 5 - IMPLEMENTING IDEAS

• Better Product Ideas lead to better Marketing Programs

Exercise: Decode the Product Ideas Behind these Marketing Communication MODULE 10 OPEN INNOVATION AND IDEA MANAGEMENT

• Closed vs Open Innovation • Types of Open Innovation • Idea Management systems Open Innovation Best Practice: IBM, P&G Vocalpoint, Government of Ireland MODULE 11 STARTING AN INNOVATION PROGRAMME FROM TODAY

• The power to set a Marketing Innovation agenda • Culture of Innovation (creating an openness to change and new ideas) • Habits of Innovation (systematic approach to product innovation)

• 5 Things a Brand or Marketing Manager can do now! • Increase your pool of ideas by creating an Innovation Event • Sell in the idea of an Innovation Event to management • Brand the event, create excitement around the event • Create idea project teams to take rough ideas to execution • Implement a simple web-based Idea Management system

Participation in an Invitro Innovation workshop obviously offers the expected theoretical understanding of the subject matter. In addition, theory is effectively translated into practice through a mix of exercises, case study presentation and sharing of best practices. Angela will share lessons from best in class multi-national innovators such as P&G and the best of Asian Innovation. Participants are engaged in a dynamic and interactive workshop environment where their own issues and experiences form an important part of the discussion and learning. Through a combination of classic analytical innovation methods with the new ‘Design Thinking’ methodologies, this workshop will offer delegates insights and understanding of proven approach to Innovation.

Processes and tools shared in this workshop are applicable to all business types: consumer goods innovation, services innovation, business customer innovation and even social enterprise innovation. Each participant will receive an Invitro 30+ page Product Innovation Workbook and a sample set of Trigger Cards. This workbook will serve as a guide for running innovation projects in the future.

“Innovation distinguishes a leader from a follower. Concentrate on really important 

creations and radical innovation. Hire people who want to make the best 

things in the world. 

You need a very product‐oriented culture, even in a technology company. Lots of 

companies have tons of great engineers and smart people. But ultimately, there needs 

to be some gravitational force that pulls it all

 together.”  

‐ Steve Jobs, Legendary and Innovative  Leader of Apple Computers 

(Figure B)

Dear Delegate (s), How do you drive growth in your company? One word: INNOVATION. Innovation will separate the winners from losers in the modern ideas economy. As

marketing leaders and middle managers, you play a key role in driving growth

through ideas in your company. I have designed this 2 day workshop as an accelerated introduction to new product

and marketing innovation. I will share a proven process for innovation with

plenty of cases from best in class innovators. At the end of this 2 days you will

take away a whole toolbox for kick-starting innovation in your business. Come prepared for an intensive and creative learning experience! Your Facilitator, Angela

PARTIAL CLIENT LIST

♦ South African Airways ♦ Asia Pacific Breweries ♦ Novartis South Africa ♦ Celcom Malaysia ♦ ZUJI Asia Pacific ♦ National Brands ♦ F&N Coca-Cola ♦ Standard Bank

♦ Kao Singapore ♦ Wrigley China ♦ M&C Saatchi ♦ Nippon Paint ♦ F&N Foods ♦ P&G China

♦ Dragonair ♦ Spoornet ♦ SK II ♦ M1

“The workshop was a wonderful eye-opener to new paths for our brand.” - Melissa Siew, GM ZUJI Singapore

Angela Koch  is 

a  trained marketing

  and  brand  spe

cialist who  has 

spent  the  past  9

  years working w

ith Asian  brand

s           

seeking to rein

vent  themselves  f

or a  larger Asia

n or global aud

ience. She  is cu

rrently the Des

ign Thinker &  In

novation 

Facilitator  and 

the  Director  of 

Innovation  Stra

tegy  at Invitro 

Innovation,  a  B

rand  & Innovat

ions  Consultanc

y  which        

provides an int

ervention for co

mpanies who find 

it difficult to de

liver innovative 

solutions to bus

iness problems. Angel

a 

has  helped  bra

nds  energise  th

eir  new  produc

t  portfolios  by 

facilitating  new

  product  devel

opment;  her  categ

ory           

experience  inc

ludes  consumer  good

s,  retailing,  and

  telecommunicatio

ns. Other  area

s  of  her  exper

tise  include  Br

and  

Positioning Rein

vention, namely defin

ing Brand Archit

ecture’s for grea

ter consumer enga

gement and brand s

uccess.  

 

Angela has  per

sonally lead  bra

nd  and innovat

ion  for the  foll

owing  brands  a

cross  Asia:  ZUJ

I  Asia  Pacific,  T

ide  China,       

Whisper China, Re

joice China, SKI

I, Dragonair, Tig

er Beer Singapo

re,  Archipelago 

Beer, Alive by F

&N Foods and 

Celcom 

Malaysia. She  pla

ys  a  key  role  t

o  ideate  and  in

novate brand, 

product  and  co

mmunication  oppo

rtunities  for  the

  50+             

consumers in As

ia. A major element of h

er success is her

 intimate understand

ing of Asian con

sumers. 

  “Angela has the

 skills and tools t

o squeeze innov

ative ideas out

 of almost any team.”  

 ‐ Kim Walker, CEO ‐ Silve

r Asia 

 

Prior  to  Invitro

,  Angela  have w

orked  as Marketing

  Innovation  Co

nsultant  on  FM

CG  brands  in  So

uth  Africa,  Stra

tegy        

Director across 

TBWA and Leo Burn

ett working with

 clients such as 

South African A

irways, Standar

d Bank, P&G, W

rigley, 

Courts Retailers 

and Samsung an

d as Lead Innov

ation Strategist

 for The Distiller

y (an M&C Saat

chi Business Co

nsultancy) 

with clients inclu

ding Celcom Malaysia, 

Asia Pacific Brew

eries, The Hour G

lass, Coca‐Cola 

Singapore and I

nter‐Continenta

l 

Hotel Group.  

 

Angela has  aut

hored  key  Asia

‐Pacific consum

er  studies  inclu

ding  the  Miss  Und

erstood  Asia  S

tudy  (2005)  an

d  has          

experience acro

ss key Asia markets in

cluding – South

 East Asia, Grea

ter China and A

ustralia.  

“Angela is a natural, she has unique ability to break down complex concepts and make them look so simple.” - Jasmine Xu, Marketing Director P & G China

“Wow, we went from zero to hero’s of innovation, great session!” - Lara Hussein, CEO M&C Saatchi Malaysia