young marketers elite 2013 assignment 6.1 - tuong thuyet
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PHAN PHƯỢNG TƯỜNGNGUYỄN TRẦN TRỌNG
THUYẾT
BRAND INNOVATION
ASSIGNMENT 6.1
WHAT DOES BRAND INNOVATION and BRAND INNOVATION MIX MEAN ?
Question 1
1. Define Objective: Brand innovation
2. Factors which brand innovation has
Brand innovation is step after brand stewardship and consumer insight, it is one of 3 three levers to pull to get there. It includes:- Creativity: The thinking process by which we generate ideas- Innovation: The process of harnessing creative ideas to meet business needs
CreateFrame
Resonate Enable Connect
ClusterExtend Impact
Optimise
Optimise
3. Brand innovation mix
BRAND INNOVATIO
N
Communication
innovation
Pricing innovation
Packaging innovation
Process innovation
Channel innovation
Product innovation
EXAMPLE
Question 1
EXAMPLES FOR BRAND INNOVATION AND BRAND INNOVATION MIX
• Create and expand the concept of a new product segmentEx: Customers are not interested in convenience, but also care about taste, many people like to drink fresh beer than the beer cansEx: Nokia developed smart phone to meet the new market. Samsung constantly launched new smartphones with many changes, sometimes better camera, round monitor…; Apple’s multi-touch screen
• Improved formula component productEx: customers wanna have a true tablet which not only light but also powerful -> Apple provide and improve Ipad to build Ipad Air.
• Changes to packaging can fit more convenience to consumersEx: customer who play sport wanna a convenience bolt which handle and style -> Evian provide new packing for sporty.
• Change communication Ex: Johnson’s want to reach wider target instead of changing the products, they communicate that their product is a great solution for adults who also want soft and gentle skin just like babies
• Change in ProcessEx: Ford’s mass production line; Apple’s innovation of AppStore to innovate the journey of consumer to access to Apple’s software and music.
WHICH STEPS OF BRAND INNOVATION PROCESS ?
Question 2
BRAND INNOVATION PROCESS EXAMPLE: OMACHI NOODLE
Question 2
Many approaches to change: good taste, potato-origin, deeper understanding of healthy noodle and premium noodle for class A
Filter: Premium does not make sense with noodle; good taste is not different
Develop deeper and further why people should eat healthy noodle
Reasons to stay healthy: less sick, more beauty, stronger, live longer…
Attach to young audiences, the effect should be instant and
quick-to-see: beauty and charming
Look back to the category and product
truth to develop insight for innovation
BRAND INNOVATION PROCESS EXAMPLE
Question 2
Insight : - Every women likes to eat delicious food but still want to keep their beauty (delicious food is often linked to destroying their beauty)
Functional benefit: OMACHI made from potato is good for health and not making bodies hotEmtional benefit: keeping and reserving beauty and charm
Develop further and deeper Why women need to eat noodle-good-for-health --> to keep beauty in deed, so be more charmful. Look back charm is the final purpose of every women. Combining these two: OMACHI is a charming gift