CBI climate change forum: Peter White, Procter and Gamble global sustainability director
World Food Technology and Innovation Forum Peter Wennstrom 1
24
The three innovation barriers - Culture eats strategy for breakfast
description
Transcript of World Food Technology and Innovation Forum Peter Wennstrom 1
The three innovation barriers- Culture eats strategy for breakfast
Experts in helping brands respond to changing attitudes in nutrition, health and wellness.
We work around the globe (25 countries in 2010)
Specialise in brand positioning and category innovation/renovation in food, beverages, ingredients, supplements and otc pharmaceuticals.
We are global implementation partners to HealthFocus
Peter Wennström The Four FactorsTM Brand Analysis System Food & Health Marketing Handbook
Who are we?
What we do:Better targeted brands, faster to market!(and optimise effort and investment)
We can improve your performance!
And then make sure you
stay on target!
By getting the fundamentals right!
Why Innovation?
Looser-Brands
NeutralWinner-Brands
Only 19% of the looser brands introduced new
products.
63% of the winner brands introduced new
products.
Study by GfK, launch of new products 2003/2004.
The 3 biggest barriers to innovation:
Your Brand
Your Category
Your Culture
Brand stems from the Nordic word ”Brander” meaning to burn a mark.
Your brand is the ‘space’ you occupy in the mind of the consumer
That space is your starting point!
You must understand what consumers expect from you and what they trust your brand to deliver:
Any doubt about what you expect from Coca Cola?
So this is what you expected..and so it is very successful
Great taste with zero sugar
And this was also good news
Great taste with no nasties..
But this was not what you nor anybody else expected from Coke..so it failed.
If you want vitamins and minerals there are other more trusted choices… like Vitamin Water eg.
The 3 biggest barriers to innovation:
Your Brand
Your Category
Your Culture
The Innovation Life Cycle:Where are you?
Medical Late majorityEarly majorityEarly adopters
The Innovation Life Cycle:Where are you?
Explorers ControllersManagersDevelopers
Explorer companies use a napkin (or whatever)
Answer to everything:More Research!
Biggest Problem:Never quite launchOr Launch perfect
science without the
consumer!
Money?:Find new grants or funds to keep on exploring.
Developer companies use flip charts
NewIdea!!
Answer to everything:Try again!
Biggest Problem:Constantly
innovative.Keep trying new
things.
No patience to take ideas to long term success.
Money?:Re-invest in new ideas.
Manager Companies use PowerPoint
Answer to everything:Find a solution!
Biggest Problem:See innovation as a risk.
It’s a great thing if it doesn’t threaten my current business.
Money?:Invest in marketing!!
Need to make sure that this business makes money!!
Controller Companies use Excel
Answer to everything:Tighter control & cut costs.
Biggest Problem:See innovation as cost.
Look at income from innovation last week.
If Zero then cut.
Money?:Goes to the share
holders and management Bonuses.
In summary…
Researchers ControllersManagersDevelopers
So busy managing
can’t create. + Too risky!
All the Developers have left.
Have to buy a Developer
Org. / Brand
Too busy on new to grow
currentLaunch delayed: Cool new science in progress.
In summary…
Researchers ControllersManagersDevelopers
Our Blog…
www.HealthyMarketingTeam.com
