young marketers-elite-3-assignment-8.1-giang-an-phong
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ASSIGNMENT 8.1
Brand Innovation Đinh Giang - Thanh An – Hông Phong
WHAT IS BRAND INNOVATION
Brand innovation is the process of harnessing creative ideas to meet business need.It
refers to not only products but also services, experiences and
processes that requires specific tools, rules, and discipline
PURPOSE OF BRAND INNOVATION
• Expanding brands beyond current category
• Launching brands in new
territories
• Reading new consumer
groups
• Innovating the core with rapid roll-out
THE DIFFERENCE BETWEEN
CREATIVE
Creativity
is the
thinking
process by
which we generate
ideas.
BRAND INNOVATION
is the process of
harnessing
creative ideas to
meet business
needs
WHY DO WE NEED INNOVATION?
We need INNOVATION to enhance our competitive advantages to achieve
business objectives, of which the ultimate one is profit.
INNOVATION PRINCIPLES
• Fit the Brand Strategy • Help address the
Innovation Direction
• Fit within the pre-defined brand boundaries
INNOVATION TYPES
REFRESH – Keep existing
benefits but refresh the offer
• This is the strategy in the short
term, mainly to react quickly to
the needs of consumers and markets, w ith a low risk and
benefit for the low brand
COMPETE – Add new benefits to
existing offers
• This strategy requires a major
investment products, there is a
higher risk but benefits may fall back is also greater than
BREAK-THROUGH – New-offer/
New benefits
• This is a strategy that requires
big investment for both the
brand and the product, there is a high risk but benefits may fall
back is huge.
Ex 1: Poca cut
dow n the size of
the package w hile
remaining the same amount of
snacks to help
protecting environment.
Ex 2: Pepsi
redesigns the tin,
making it taller,
slimmer and more
eye-catching to youngsters.
Ex 3 launched
laundry brand
WASHING-
POWDER OMO
large size 10 kg sturdy plastic
container.
Ex 1: Vinamilk adds a new
micro-nutrient ADM
Magnesium to bott led milk
to help enhancing the
process of converting nutrients to energy.
Ex 2: OMO launched
laudry brand
WASHING-POWDER
OMO scent comfort.
Ex 1: Coca-Cola
introduces Coca-Cola
Zero which is low-calorie
and Coca-Cola Light
which is sugar-f ree to
satisfy the need of those
who want to keep the
good shape of their body
Ex 2 Yomost
introduces
Yomost Jellyz,
with jellies added
to the drink and the new plastic
bottle design
Ex 3: OMO
lacunched laudry
brand WASHING-
WATER OMO
Matic scent
Comfort
WHAT IS A FAILED BRAND INNOVATION?
• Loss of focus on brand root strength
• Lack of consistency with current brand
• Irrelevant/ Not focus on consumers
Example
Hair dye sunsilk color Launched in Vietnam market where the
market hair dye is too small.
The colors are mostly bright colors of the Thai people that the
Vietnamese do not favored
Besides, people hair Vietnam have not been bleached hair
ever so when dyeing doesn't work
Example show: Irrelevant /Not focus on consumers
Vinamilk is considered the big brands in milk category in Vietnam
2005 Vinamilk launched brand cafe Moment which
is not his strong point For beverage items, to go from the On-Trade
channel, so that consumers experience
before going into the Off-Trade channels (supermarkets, grocery
stores), But "Vinamilk moment" not
doing so. lead to failure. Loss of focus on brand root strength
Smokeless tobacco products Eclipse (RJ Reynolds Company - US) was founded
based on the idea: Create a kind of tobacco is not harmful
to the smoker's health, the people around them and protect the environment.
In 1996, the product launched has failed despite spending
more than 150 million USD for marketing Who launched the Eclipse did
not find a crucial insight: "Enjoy the white smoke is
enjoyment, excitement, without it, smoker like losing style, lost its very own exciting smokers."
1. EXPAND BRANDS BEYOND CURRENT
CATEGORY
2. LAUNCHING BRANDS IN NEW
TERRITORIES
1. Context Young Vietnamese people lack of soft skills. They spend time on Social network too much, for unbeneficial things (chatting, reading new feeds, etc…)
2. Objective In 2015, TGM, which originally is a soft-skills school, wants to build a social
network for studying soft skills for Vietnamese people => want to expand brand into new category (e-learning) which spreads the whole country, instead of old category (solf-skills course) which target to people just in HCMC & Hanoi
3. Strategy _ Trigger the need of building person branding through knowledge and skills
_ Translate many resourceful articles from the world into Vietnamese so that they can learn online _ Every article will adds more marks in one’s personal brand
4. Target consumer _ Young Vietnamese people aged 15 – 30
_ Highly aware the importance of gaining knowledge about skills, attitudes for self-development. _ Insight: want to build their own strong personal brands as self-developing
people. 5. 4Ps
_ Product: UBrand – an e-learning social network for building personal brand with many great articles translated from other languages. _ Price: cheap, affordable (from 2.000 VND per one article)
_ Place: a social network on Internet _ Promotion: use email-marketing and promote considerable discounts.
1. Context _ In 2013, Oppo from China wanted to launch their products in Vietnam _ At that time, smartphone market in Vietnam was developing by lots of big
brands and communication was mainly about technology 2. Objective
Oppo wanted to launch their brand in Vietnam in a different way of communication. 3. Strategy
_ Oppo conducted many research about whole market to find out that “music” was the key that no brands had tackled.
_ With modern technology about music, Oppo decided to focus on stories about music entertainment. 4. Target consumer
_ Young, energetic Vietnamese people _ Love music, often catch up new music trends
_ Not very rich but always dream about modern life 5. 4Ps _ Product: Oppo smartphone
_ Price: mainstream, affordable for youth _ Place: fast penetration in all urban and rural areas with 2000 stores in 2015
_ Promotion: raised awareness by strongly sponsored for famous music show in Vietnam (The Voice, The Remix), co-operated with singers to produce MVs, opened and promoted “Hoc vien The Voice”, first brand in Vietnam co-operated
with singer (Son Tung MTP) to apply Youtube Live Streaming.
Product innovation Communication innovation
3. READING NEW CONSUMER GROUPS - X-MEN FOR BOSS
CONTEXT
• X – men is now the market leader with 60% market share. However, the only current product is for all
consumers who are men from 18 - 45.
TARGET CONSUMER
PROFILING Still men, 18 - 45 But with higher class consumer
Who have living attitudes toward style of successful men
INSIGHT “I want a premium male grooming
products to break out the norm”
OBJECTIVE
• Promote new product lines for new segments
• Raise up the sales
STRATEGY
• Capture the want rather than needs
3. READING NEW CONSUMER GROUPS - X-MEN FOR BOSS
4PS
• Product
Various categories from hair to skin: shampoo, shower
gel, deodorant (roll-on & body spray), hair styling gel,
facial foam.
With new premium packaging
• Price: Higher price
• Promotion
Give extra perfume buying a shampoo product….
COMMUNICATION
• X-men for boss fanpage
• TVC and Promotions TVC:
https://www.youtube.com/watch?v=cNuAc-p36LY
• X-men for boss Apps “Phong cách xứng tầm”
• Big competition: “Ý tưởng trăm triệu”
4. INNOVATING THE CORE WITH RAPID ROLL-OUT - ARIEL 3 STEPS IN 1
CONTEXT
Ariel laundry product of P&G, positioning in stain removal. The main competitor is OMO brand which is the market leader. Because
OMO has popular awareness of the best stain removal laundry for a long time, launching of Ariel products is a big challenge
TARGET CONSUMER
PROFILING
• Women in family, 25 - 45
• AB+
OBJECTIVE
• Launching new product enhancing stain
removal function of Ariel which can
compete OMO’s
• Recruit new consumers
STRATEGY
• Seeking an unmeet need of target consumer for a better cleaning experience
• Create such a super-powerful cleaning product that it would deliver the efficacy and the
convenience.
INSIGHT
I need an ultimate laundry
product which can reduce my
suffering when washing clothes
by hands.
4. INNOVATING THE CORE WITH RAPID ROLL-OUT - ARIEL 3 STEPS IN 1
4PS • Product
New product packaging enhance innovative factor 3
steps in 1
• Promotion
Sales up, Vouchers…
COMMUNICATION • Ariel TVC with Influencer:
https://www.youtube.com/watch?v=pCXAL9gVJjY
• Geniuses record: Hành trình "Sức mạnh một bước
giặt”
• Appilcation: “Thử thách vết bẩn cùng bột giặt Ariel”
Launch gate Contract
gate Charter
gate
Idea
mining
platforms
Idea
generation
Feasibility
Capability
Launch
preparation Post--launch Evaluation
ROLL-OUT CONTENDER
Purposes
• For detecting
business
opportunities. new
product, new variants/sku –
(f lavor, formula,
packsize.)
Work to do • Desk research.
Market research.
Consumer Habit.
Trends.
Outcome
• Findings of unmet
need or new trend
• Discover Strong
insight/big ide: a right hit at the unmet
need
• Estimation of market
size
• Estimation of competition
Purposes
• determination of
approach to
market entry
Work to do
• Consumer
behavior
Trend
Out come:
• Review or create
pool of new ideas
Porpuses:
• Justif ication of
investment
Work to do
• Formulation test • Consumer Research
• Product/ Price/
Packaging
development
Outcome • High acceptance of
product concept &
performance from
targeted users
Actual invesment:
Work to do:
• Plant
eqipment. • Budget
Outcome
• Smooth
coordination
Purpose: success
launch
Outcome:
• High
acceptance of
communication
concept (TVC,
print ad, f inal
packaging)
• Good budgetting
of launch
campaign
Purpose: fine tuning
Work to do
• Trade/ consumer
feedback monitoring,
• issue standard operating
procedure
• Implement L support
Plan
Outcome:
• Right amount of brand
awareness
• Correct communication.
RECOMMEND
OTHERS TO DO
THE SAME
BRAND INNOVATION PROCESS
Launch gate Contract
gate Charter
gate
Idea
mining
platforms Idea
generation
Feasibility
Capability
Launch
preparation Post--launch Evaluation
ROLL-OUT CONTENDER
What should w e do?
• Yogurt
provides
nutrients
oats
• Yogurt
probiotic
s live
help
absorb
nutrients
Make sure we
can do it?
• Yogurt
probiotics live help
absorb
nutrients
What does w e
research?
Insight: “I w ant my kids
to eat not only delicious food but also is safe and
good for health reality
increasingly food
contamination”
Example: Yogurt Probi – “Hiêu điêu bung muôn”
Target: Women with children aged 1-5 years. Family Care is what they care about most
• Yogurt
provides nutrients
oats
• Yogurt probiotics
live help absorb
nutrients
• Yogurt cure full
bloating
Was it a
success?
Let do it!
Yogurt Proby -
Yogurt
probiotics
live help
absorb
nutrients
RECOMMEND
OTHERS TO DO
THE SAME
Can we do it?
IDEA MINING PLATFORMS & IDEA GENERATION
FEASIBILITY
Resource planning
CAPABILITY
LAUNCH
PREPARATION
Disaster check
POST LAUNCH
EVALUATION
Insight: “I want my family to eat not only delicious food but also is safe and good for health reality increasingly food contamination”
Absorb nutrients. Yogurt
probiotics liv e help the
digestiv e system to absorb
nutrients better. Helps
digestiv e sy stem f ulf illed its
f unction
Oats are considered
v ery nutritious f ood.
y ogurt oats will be
mothers who choose
to prov ide the best
nutrition f or their child
Yogurt cure f ull
bloating help cure
bloating daily when
my f amily eats a lot of
f ood.
makes customers think of this is medicine, affects the
current brand image
Kick out- Yogurt cure
bloating
Yogurt Probi • Yogurt probiotics livehelp the digestive
system to absorb nutrients better. Helps
digestive system fulfilled its function • Drinkable Probiotic Yogurt - convenient
Yogurt oats
Kick out-
Yogurt oats
Because of significantly increasing cost (
marketing mix cost) budget
Yogurt Probi
Yogurt probiotics live
Enhanced w ith 13 billion Probiotics
CHR.HANSEN L.CASEI 431™ thanks
to European fermentation technology
• Positive customer feedback with yogurt Probi • Increasing sales
Yogurt Probi Yogurt
probiotics live
Technology force & rational
benefits
Marketing
force &
emotionl
benefits
Idea
mining
platforms
Idea
generation Feasibilit
y Capabilit
y launch preparation
Post--
launch
Evaluation
ROLL-OUT CONTENDER
Brand Innovation Process vs R&D Process
Many people mistakenly Brand innovation
with R & D process is a process. BUT
• Brand innovation process must include 2
series of activities
• The first is the sequence of operations
Marketing Research (consumer, market,
trends, etc.)
• The second is the sequence of operations
research and development (R & D)
• Brand innovation process must combine 2
chained operation back into one process to
bring the results which contain both
marketing and technology
• R & D Conversely, if not coordinated with the
marketing research is not called brand
innovation Example
When Cornetto ice cream brands like to improve sales. they try to make them sweet, add a lot of different flavors and increase the size package. Not any effective solution. This is the only R & D But When a marketing team found out the purpose of the customer buying milk-cream is to drive their morning less boring.
The biggest benefit is that it's make customers do not feel hungry. The real problem is: customers also don't know what the benefit of milk-cream Finally, Marketing and R & D team devised solutions is make thicker milk-cream. synonymous, customers do not feel hungry more. resulting in increased
sales. This is brand innovation process