ASSIGNMENT 6.1

LÊ HOÀNG THẠCH – LÊ VŨ PHÚC

QUESTION 1 – THE BRAND INNOVATION

Brand Innovation is the process of using the creative ideas focused and practical to meet business objectives.

CREATIVITY INNOVATIONExploring possibilities

Focusing practically

Brainstorm

ing

Stretch and StimulusConnect

and Stucture

Selecting

QUESTION 1 – THE BRAND INNOVATION

Example: Philips In 2003, In 2003, Philips’ product range is from the personal care, entertainment and self-expression categories. Each brand seemed to have own “voice”, making the overall company image unfocused and inefficient. To create a more unified family of brands, Philips decided to create an innovation to unify the company porfolio by the brand promise “Sense and Simplicity” with three benefits: designed around you, easy to experience and advanced. All the brand communications now worked towards creating a common “sense and simplicity” image.

QUESTION 1 – THE BRAND INNOVATION MIX

Brand Innovation Mix

Product Innovation

Communication Innovation

Channel Innovation

Process Innovation

Packaging Innovation

Pricing Innovation

Designed to capture dust instead of spreading them away, it’s based on the idea that when traditional tools spread dust away, it can cause allergy to users.

First, this brand is for babies. After that, the company change the message: the product can be used by both babies and moms to extend the customer

QUESTION 2 – THE INNOVATION PROCESS

The complete Innovation funnel

Need Assessment

Problem Statement

Business vision

Start with business vision. You must know where you are and what you

want

Narrow problem definition and

existing proposed solution

Market research, customer interviews

to isolate user needs and pain

points

QUESTION 2 – THE INNOVATION FUNNEL

Recommend others to do the

same

Roll-out Contender

+ Launch PreparationIssue StandardOperating-ProcedureImplement Supporting PlanDesignAdvertising preparation (TVC, banners, media...)

Launch+ Post- Launch Evaluation Quali. and quanti. research Find out key learning to do it better

Launch

+ Finalize product and pack specs.+ Build command forecast with commercial assess.+ Production Trial & Production Prototype

Capability

+ Internal concept test+ Qualitative Concept Test+ Quantitative In-use & Pack Test+ Risk assessment

Feasibility

+ Initial consumer Evidence+ Brainstorming ideas

Ideas

QUESTION 2 – EXAMPLE

The complete Innovation funnel

Need Assessment

Problem Statement

Business vision

Samsung sets target to be the leading & most

innovation mobile category

Consumers nowadays desire a

smart device with big screen & powerful (ipad has just been

introduced)

Consumers need a bigger screen for

better experience but still convenient (in

pocket, you just need to bring 1 device)

SAMSUNG GALAXY NOTE

QUESTION 2 – EXAMPLE

Recommend others to do the

same

Roll-out Contender

+ Launch PreparationIssue StandardOperating-ProcedureImplement Supporting PlanDesignAdvertising preparation (TVC, banners, media,..)* Launch+ Post- Launch Evaluation Qualitative and quantitative research Find out key learning to do it better

Launch

+ Finalize product and pack specs.+ Build command forecast with commercial assess.+ Production Trial & Production Prototype Consumers love its design and feasibility

Capability

+ Internal concept test + Qualitative & Quantitative concept, In-use & Pack Test+ Risk assessment Samsung can create a mobile phone with big screen & consumer love its concept

Feasibility

A powerful mobile phone with bigger screen (1080 x 1920 pixels)

Ideas