Brand Strategy & Innovation Consultants For The Global ......Brand Strategy & Innovation Consultants...
Transcript of Brand Strategy & Innovation Consultants For The Global ......Brand Strategy & Innovation Consultants...
Confidential ©2007-2019 All rights reserved to HMT
Brand Strategy & Innovation Consultants For The Global
Nutrition IndustryLONDON SINGAPORE SWEDEN
THE
PROBIOTIC
INNOVATION GAME
13th February 2019
HMT Probiotic Innovation Edutainment
SessionConfidential ©2007-2019 All rights reserved to HMT
Confidential © 2007- 2019 All Rights Reserved to HMT
”Culture eats strategy for breakfast”
“Culture eats strategy for breakfast,” is a
famous quotation attributed to business
management guru Peter Drucker.
HMT ConsumerLab in cooperation with Lund
University Masters of Applied Cultural Analysis,
researched the link between innovation culture and
innovation success.
So if culture eats strategy for breakfast, then
how do you digest innovation?
Peter Drucker
Confidential © 2007- 2019 All Rights Reserved to HMT
THE FOUR ARCHETYPES OF INNOVATION
NEEDED TO BRING SCIENCE TO MARKET:
WHY? HOW? WHO? WHAT?
EXPLORER DEVELOPER MARKETER OPTIMISER
Confidential © 2007- 2019 All Rights Reserved to HMT
You’ve got mail!
You received an email this morning from Probiota 2019 Team with a link to HMTs Innovation
Personality Survey…
Confidential © 2007- 2019 All Rights Reserved to HMT
THE FOUR ARCHETYPES OF INNOVATION
NEEDED TO BRING SCIENCE TO MARKET:
WHO ARE YOU?
WHY? HOW? WHO? WHAT?
EXPLORER DEVELOPER MARKETER OPTIMISER
Confidential © 2007- 2019 All Rights Reserved to HMT
EXPLORER
Like Albert Einstein, the Explorer EXPLORES new
knowledge.
“It’s not that I’m so smart, it’s just that I
stay with problems longer”
An Explorer:
- Likes to learn and discover new
- Is not afraid of mistakes
- Sees the process is as important as the end goal
- Likes to reflect on and question your work
WHY?
“Do not stop questioning”
Confidential © 2007- 2019 All Rights Reserved to HMT
Explorer Einstein
Confidential © 2007- 2019 All Rights Reserved to HMT
DEVELOPER
“I never pick up an item without
thinking how I might improve it”
Like Thomas Edison, the Developer DEVELOP new
products.
“I have far more respect for the person with
a single idea who gets there, than for the
person with a thousand ideas that does
nothing”
A developer:
- Likes to observe and collect ideas.
- Thinks about the end result.
- Wants to make a difference.
- Constantly thinks of how to improve things.
HOW?
Confidential © 2007- 2019 All Rights Reserved to HMT
Developer Edison
Confidential © 2007- 2019 All Rights Reserved to HMT
MARKETER
“There’s more future in
hamburgers than baseball”
Like Ray Kroc, the Marketer takes new business
ideas to MARKET
“I didn’t invent the hamburger. I just took it
more seriously than anyone else”
A Marketer:
- Is a risk taker.
- Sees the business opportunity in products.
- Is good in creating new contacts.
- Likes team work.
WHY?
Confidential © 2007- 2019 All Rights Reserved to HMT
Marketer-Ray KrocM
Confidential © 2007- 2019 All Rights Reserved to HMT
OPTIMISER
“I am very proud to follow
the rules of my company”
Like Ingvar Kamprad, the Optimise OPTIMISE the
organisation
“Everything we earn we need as a reserve.”
An Optimiser:
- Likes structure, efficiency & cost control
- Likes being in control.
- Focus on rational decisions.
- Wants to be part of a strong corporate culture.
WHAT?
Confidential © 2007- 2019 All Rights Reserved to HMT
Optimizer-Ingvar KampradO
Confidential © 2007- 2019 All Rights Reserved to HMT
(up until 2pm. Feb13)
Who are we?
Confidential © 2007- 2019 All Rights Reserved to HMT
FourFactors® Innovation
LifecycleHow to bring innovations to market more
successfully
Science Market
Confidential © 2007- 2019 All Rights Reserved to HMT
FourFactors® Innovation
LifecycleFour Innovation Archetypes
Cultures Explorer Marketer
WHY?
Developer
HOW?
WH0?
Optimiser
WHAT?
Confidential © 2007- 2019 All Rights Reserved to HMT
The Probiotic Innovation Challenge
Part 1.
Probiotics 1.0
Confidential © 2007- 2019 All Rights Reserved to HMT
4
2
1
3
Idea is to visualise the history of probiotics by introducing the Innovation lifecycle with its four innovation stages as exemplified above with the innovation archetypes for each. With a quizz identify the Probiotic innovation lifecycle. We can also illustrate this with examples of historical tv
commercials representing the different marketing stages
Q. Who was the…
The Developer
Edison
The Probiotic Innovation
Game1. Probiotic Innovation history
quizz
Q. Who was the…
The Explorer
Einstein
Q. Who was the...
The Marketer
Ray Croc
Q. Who was the…
The Optimiser
Kamprad
Confidential © 2007- 2019 All Rights Reserved to HMT
The Probiotic Innovation
Lifecycle???Probiotic Innovation Arcehtypes
OrganizationsExplorer Marketer
WHY?
Developer
HOW?
WH0?
Optimiser
WHAT?
Who are they?
Confidential © 2007- 2019 All Rights Reserved to HMT
1. Who was the “Explorer” of Probiotics?
Élie Metchnikoff
A
Antony van Leeuwenhoek
B
Louise Pasteur
C
Confidential © 2007- 2019 All Rights Reserved to HMT
1. Who was the “Explorer” of Probiotics?
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
1. Who was the “Explorer” of Probiotics?
“Father of natural immunity“. Élie was awarded the 1908 Nobel Prize "in recognition of their work on immunity“
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
"Father of Microbiology", and one of the first microscopists and microbiologists. Best known for his pioneering work in microscopy
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
French biologist, microbiologist and chemist renowned for his discoveries of the principles of vaccination, microbial fermentation and pasteurization.
A B C
Élie Metchnikoff Antony van Leeuwenhoek Louise Pasteur
Confidential © 2007- 2019 All Rights Reserved to HMT
Momchilovtsi
Confidential © 2007- 2019 All Rights Reserved to HMT
2. Who was the “Developer” of Probiotics?
Minoru Shirota
A
Sherwood Gorbach
B
Jules Bordet
C
Confidential © 2007- 2019 All Rights Reserved to HMT
2. Who was the “Developer” of Probiotics?
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
Identified Lactobacillus caseiShirota; it appeared to help contain the growth of harmful bacteria in the gut.
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
discovered and isolated Lactobacillus rhamnosus GG, with another researcher Barry Goldin.
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
The bacterial genus Bordetella is named after him. He was awarded the Nobel Prize in Physiology or Medicine for his discoveries relating to immunity.
A B C
Minoru Shirota Sherwood Gorbach Jules Bordet
Confidential © 2007- 2019 All Rights Reserved to HMT
Yakult advertising. Introducing the FRIENDLY bacteria (vs the bad) for your gut health..
Confidential © 2007- 2019 All Rights Reserved to HMT
Yakult advertising. Introducing the FRIENDLY bacteria (vs the bad) for your gut health..
Confidential © 2007- 2019 All Rights Reserved to HMT
Yakult advertising. Educating on the need to top up your good bacteria daily ..
Confidential © 2007- 2019 All Rights Reserved to HMT
Yakult advertising. Educating on the need to top up your good bacteria daily ..
Confidential © 2007- 2019 All Rights Reserved to HMT
3. Who was the “Marketer” of Probiotics?
Danone
A
Nestlé
B
Valio
C
Confidential © 2007- 2019 All Rights Reserved to HMT
3. Who was the “Marketer” of Probiotics?
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa
A B C
Danone Nestlé Valio
Confidential © 2007- 2019 All Rights Reserved to HMT
Danone advertising. Introducing the Immunity message with Actimel little bottles.
Confidential © 2007- 2019 All Rights Reserved to HMT
Danone advertising. Introducing the Immunity message with Actimel little bottles.
Confidential © 2007- 2019 All Rights Reserved to HMT
Danone advertising. Conquering gut health with Activia with a global message
Confidential © 2007- 2019 All Rights Reserved to HMT
Danone advertising. Conquering gut health with Activia with a global message
Confidential © 2007- 2019 All Rights Reserved to HMT
4. Who was the “Optimiser” of Probiotics?
?A B C
? ?
Confidential © 2007- 2019 All Rights Reserved to HMT
And then came EFSA…
Confidential © 2007- 2019 All Rights Reserved to HMT
Danone advertising after EFSA, with focus on claimswith ingredients like Vitamin C and Calcium..
Confidential © 2007- 2019 All Rights Reserved to HMT
The Probiotic Innovation
ChallengeTime for Probiotic 2.0
Explorer Marketer
WHY?
Developer
HOW?
WH0?
Optimiser
WHAT?
Confidential © 2007- 2019 All Rights Reserved to HMT
The Probiotic Innovation Challenge
Part 2.
Probiotics 2.0
Confidential © 2007- 2019 All Rights Reserved to HMT
We are now facing a new generation of probiotics (and prebiotics) grounded in microbiome research.
Confidential © 2007- 2019 All Rights Reserved to HMT
The
Balancing
Act
Gamechanger: Probiotics 2.0
MY
Microbiome
Health
Beyond
Digestive
Health
Individual
Strains
->Personal
╳ Standardized ╳ Your PRO
Confidential © 2007- 2019 All Rights Reserved to HMT
So what are the innovation challenges we now face[ [
?
POLLING
TIME!A
B
C
D
Confidential © 2007- 2019 All Rights Reserved to HMT
Where do you see the biggest challenge in the Innovation lifecycle?
1. From science discovery product development?
2. From product development market launch?
3. From market launch effective sales and distribution?
Confidential © 2007- 2019 All Rights Reserved to HMT
Where do you see the biggest challenge in the Innovation lifecycle? (Pre conference survey)
41.4% 30.1% 28.5%
Science
Discovery
Market
Launch
Product
Development
Efficient
Sales &
Distribution
GROUP
EXERCISE
Confidential © 2007- 2019 All Rights Reserved to HMT
NEW MARKETS?NEW PRODUCTS?
NEW KNOWLEDGE?
THE
PROBIOTIC
INNOVATION
CHALLENGE?
NEW PRODUCT? NEW MARKET?
NEW IMPROVEMENT?
Confidential © 2007- 2019 All Rights Reserved to HMT
What are the #1 challenges?
At your table
• DISCUSS and agree on your #1Challenge for each of these!
• WRITE them on post-its
#1 challenge
Science
#1 challenge
Product
Development
#1 challenge
Marketing
#1 challenge
Commercial
Optimization
Confidential © 2007- 2019 All Rights Reserved to HMT
The Probiotic Innovation
Challenge 1 DISCUSS
“NO.1 challengesin probiotic?”
2 WRITE DOWN
& PUT UP
3 VOTE
4 On DAY 3…
Confidential © 2007- 2019 All Rights Reserved to HMT
For more information contact [email protected]
HealthyMarketingTeam: www.thehmt.com
Where you also will find a link to The Global Gamechanger Report
And the FourFactors Brand Acceleration System www.thehmt.com/FourFactors
Confidential ©2007-2019 All rights reserved to HMT
Brand Strategy & Innovation Consultants For The Global
Nutrition IndustryLONDON SINGAPORE SWEDEN