Young marketers elite 2 brand innovation - van khai - mai bang

1. ASSIGNMENT
BRAND INNOVATION

2. AGENDA
What is Brand Innovation ? Purpose ? Outcomes ?
Key principles in Brand Innovation
Brand Innovation Mix & Example
Brand Innovation Process
Brand Innovation Process Example
1
2
3
4
5

3. BRAND INNOVATION DEFINITION
4 MAIN OUTCOMES
OF BRAND INNOVATION
Expand
brands
beyond
current
category
Launching
brands in
new
territories
Reading
new
consumer
groups
Innovating
the core
with rapid
roll-out
Brand Innovation is THE SUCCESSFUL EXPLOITATION OF NEW IDEAS, it refers to both radical and
incremental changes to products, processes or services, and like most business functions, is a management
process that requires specific tools, rules, and discipline
PURPOSE
1. Filtering out weaker projects which may not offer high
potential for success at an early stage.
2. Maximizing the chance of success for potential innovations
3. Managing all activity and investment.
4. Ensuring the business has a balance of projects delivering
growth in all areas.
5. Ensuring we’re covering the right areas at the right time.

4. PRODUCT
INNOVATION
Transforming to
meet current need
COMMUNICATION
INNOVATION
Adjusting to fit
current audience
PRICING
INNOVATION
Reasoning for the
current position
and market
BRAND
INNOVATION
MIX
PROCESS
INNOVATION
Elevating to
deliver the fresh
experience
PACKAGING
INNOVATION
Adjusting to
shape for the
current value CHANNEL
INNOVATION
Widening and
sharpening to
reach current
touch points
BRAND INNOVATION MIX
3 KEY INNOVATION PRINCIPLES IN
BRAND INNOVATION STRATEGY?
Fit the Brand
Strategy
Help address
the Innovation
Direction
Fit within the
pre-defined
brand
boundaries

5. BRAND INNOVATION MIX EXAMPLES
Consumers want to have a true tablet which not only
light but also powerful
 Apple provide and improve IPad to build IPad Air
 OMO change the way of communication
with mom to let kids free to learn & play
PRODUCT INNOVATION
COMMUNICATION INNOVATION
CHANNEL INNOVATION
PROCESS INNOVATION
 Apple’s innovation of Appstore to innovate the
journey of consumer to access to Apple’s software
and music.
 In Vietnam, Uber is the 1st application that
customers can take and pay for the taxi
service directly via mobile phone
PACKAGING INNOVATION
PRICING INNOVATION
Through time, consumers have more diversity
choice about the attributes of detergent
 OMO changed their packaging to meet
customers’ need.
 Big C offer very competitive & cheap price

6. BRAND INNOVATION PROCESS
L
A
U
N
C
H
Contract
Launch Roll-out
Feasibility
Capability
Market Ready/
Market
deployment
Post-Launch
Evaluation
Roll-out
Contender
Ideas
Make sure we
can do it!
Let’s
do it!
Was it a
success?
Recommend others to
do the same
Can we do it?
What should
we do?
On shelf in first market(s)
Charter
Ideas
GATE
WHAT IS IT?
At this phase, most projects are created and remain following review at the Gate Meeting if re-work is required or if company resource is
not available to pursue it.
This is the gate between Idea Phase and Feasibility Phase where decision is made whether to invest in a project team.
This is the gate between Feasibility Phase and Capability Phase, its purpose being to decide on investing capital and
marketing mix costs.
At this phase, projects handled by Innovation Centres and Brand Development will pass through – and get
license from National Business Unit.
This phase is to assess success and capture learning, as call as BRAND
DEVELOPERS/ BRAND BUILDERS

7. L
A
U
N
C
H
Contract
Launch Roll-out
Feasibility
Capability
Market
Ready/
Market
deployment
Post-Launch
Evaluation
Roll-out
Contender
Ideas
Make sure we can
do it!
Let’s
do it!
Was it a success? Keep the successful
innovation
Can we do it?
What should we
do?
1. X-Men anti
hairfall
2. X-Men anti
dandruff
3. X-Men
fragrance with
anti dandruff
ability
On shelf in first market(s)
Charter
IdeasGATE
X-MEN’S BRAND INNOVATION
INSIGHT: As a man, I want to smell masculine yet not expensive, which my fragrance shampoo did very well. But in
Vietnam, the weather & environment easily cause me hair problem, which destroy my masculine & confident image,
and this shampoo can’t help it.
1. X-Men anti
hairfall
2. X-Men anti
dandruff
3. X-Men fragrance
with anti
dandruff ability
2. X-Men anti
dandruff
* The detailed explanation is in the next slide
3. X-Men fragrance
with anti dandruff
ability
X-Men fragrance with
anti dandruff ability
BRAND INNOVATION PROCESS - X-MEN EXAMPLE
2. X-Men anti
dandruff -> NO
3. X-Men fragrance with
anti dandruff
ability -> YES

8. Ideas
Feasibility
Capability
3. X-Men fragrance with anti-dandruff
ability
1. X-Men anti-hairfall2. X-Men anti-dandruff
3. X-Men fragrance with anti-dandruff
ability
3. X-Men fragrance with anti-dandruff
ability
A shampoo that give
men a masculine smell
but now further
enhance their confident
with dandruff-free hair
A shampoo that
nurture the hair root,
so men can have a
healthy hair and being
worry-free
A shampoo that give
men the best using
experience by cool
scalp feeling,
dandruff-free and
refreshing
All passed because of viable technology
Kick out this idea because of small need gap
among men (compare to dandruff problem) ,
found out by U&A  Not capable
2. X-Men anti-dandruff
Market Ready/ Market deployment At this phase, projects handled by Innovation Centres and Brand Development will pass
through – and get license from National Business Unit.
1. X-Men anti-hairfall
1. X-Men anti-hairfall2. X-Men anti-dandruff
LAUNCH X-Men fragrance with anti-dandruff ability AND X-Men anti-dandruff
BRAND INNOVATION PROCESS - X-MEN EXAMPLE

9. Ideas
Post-
launched
evaluation
Roll-out
3. X-Men fragrance with anti-dandruff
ability
2. X-Men anti-dandruff
3. X-Men fragrance with anti-dandruff
ability
3. X-Men fragrance with anti-dandruff
ability
2. X-Men anti-dandruff
Stop production because of consumer denial
when losing the brand’s key functional benefit
(X-Men: fragrance gives good & masculine smell)
1. X-Men anti-hairfall
Keep production due to recognizable
contribution to total brand sales
A shampoo that give
men a masculine smell
but now further
enhance their confident
with dandruff-free hair
A shampoo that
nurture the hair root,
so men can have a
healthy hair and being
worry-free
A shampoo that give men
the best using experience
by cool scalp feeling,
dandruff-free and
refreshing
BRAND INNOVATION PROCESS - X-MEN EXAMPLE