Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

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Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland

Transcript of Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Page 1: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Colin Seymour

Long Term Strategy Director,

Consumer Healthcare, Great Britain & Ireland

Page 2: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

In developing better, quicker, cheaper NPD…

Page 3: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

The role of category thinking in developing successful NPD

How a category

vision defines

innovation strategy

How a category

vision defines

innovation strategy

The need to consider the

four stakeholders

The need to consider the

four stakeholders

How to win at the point of purchase

How to win at the point of purchase

How to engage retailers

How to engage retailers

Page 4: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Why do we need a category vision?

TECHNOLOGY

Page 5: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Some definitions…

A Category is…

A Category Vision is…

Page 6: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

It’s all about changing behaviour

New needs or usage occasions

New users

Existingusers

Buy more Spend more

Page 7: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Why is it important to have a category vision?

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EXISTING CONSUMER NEEDS

?

Brand / consumer thinking in the development of NPD

MultipacksMultipacks

KingsizeKingsize

MinisMinis

TreatTreat

SnackSnack

LunchboxLunchbox

Meal replacement

Meal replacement

BRAND NPD

Page 9: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Category thinking in the development of NPD

Page 10: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

The challenge of looking into the future

Page 11: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

How do you gain insight on the future?

Page 12: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

An inspiring vision will be future back

Page 13: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

The 4 stakeholders in the innovation process

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

Page 14: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

What do the 4 stakeholders want?

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

• Is it visible?• Is it clear?• Is it good value?

• Is it visible?• Is it clear?• Is it good value?

• Is the brand appealing?• Does the product fulfil my need?• Do I believe in the claim?

• Is the brand appealing?• Does the product fulfil my need?• Do I believe in the claim?

• Will it sell?• Will it grow the category?• Will it enhance my profit margin?

• Will it sell?• Will it grow the category?• Will it enhance my profit margin?

• Will it grow sales & profit?• Is the product differentiated?• Is it relevant to the brand?

• Will it grow sales & profit?• Is the product differentiated?• Is it relevant to the brand?

Page 15: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Case Study – Lucozade Revive

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

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Case Study – Ribena Plus

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

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The opportunity for a shared category vision

RetailerRetailer

SupplierSupplier

Insight

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Create a shared view of the path ahead

Establish thought

leadership

Create the context for future NPD

The benefit of engaging retailers in a category vision

Page 19: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Thinking differently about the category…..

A Category is…

A Category is…

Page 20: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

A consumer category may not be a shopper category

Page 21: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

The category vision has to be implemented practically

Page 22: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Successful execution of NPD at the point of purchase

ShopperShopper

Is it visible?

• Is it in the appropriate location?

• Does it have the right amount of space?

• Does it standout on fixture?

Is it visible?

• Is it in the appropriate location?

• Does it have the right amount of space?

• Does it standout on fixture?

• Is it good value?

• Is the (relative) price worth paying?

• Is there any incentive to buy now?

• Is it good value?

• Is the (relative) price worth paying?

• Is there any incentive to buy now?

• Is it clear?

• Does it communicate the need or occasion?

• Is the product benefit clearly communicated?

• Is it clearly differentiated?

• Is it clear?

• Does it communicate the need or occasion?

• Is the product benefit clearly communicated?

• Is it clearly differentiated?

Page 23: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Shoppers want to be in and out – fast!

Page 24: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Sometimes, discovery needs a little disruption

Level of Disruption

LOW HIGH

LOW

HIGH

Sales

LOW

HIGH

Ease ofshop

Page 25: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Sometimes, NPD is category-defining…

Freshly frozen baby meals

The baby food aisle? The frozen food aisle?

Page 26: Colin Seymour Long Term Strategy Director, Consumer Healthcare, Great Britain & Ireland.

Sometimes category redefinition can be the catalyst for NPD…

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In summary, the secret of better, quicker, cheaper NPD

ShopperShopper

RetailerRetailer

ConsumerConsumer

SupplierSupplier

RetailerRetailer

SupplierSupplier

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