Product & Marketing Innovation Training


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A 2 day Seminar held in conjunction with Blue Track Centre in Singapore.

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Product & Marketing Innovation Training

  1. 1. NO MATTER WHAT SECTOR OR WHAT INDUSTRY YOU ARE FROM – PRODUCT INNOVATION ISRELEVANT TO YOU AND YOUR BUSINESS!PRODUCT & MARKETINGINNOVATION 2011 SINGAPORE 24-25 May 2011THIS CUTTING-EDGE WORKSHOP WILL ENABLE YOU TO:  Acquire the skills to transform concepts and ideas into real marketable products  Uncover elements of a successful product innovation system  Explore tools and techniques to successfully drive innovation  Increase your revenue with new innovative products and ideas as well as marketing strategies  Sharpen your competitive edge  Capture and identify ideas with the highest potential  Develop and implement an efficient marketing strategy to increase sales and market share growth  Position and differentiate your products and services from your competitors  Increase your organizations sales, profit margins, shares and market valuation GLOBAL LESSONS WITH REAL IMPACT! Dear Delegates, Innovation will separate the winners and losers in the modern ideas economy. As marketing leaders and middle managers in manufacturing and services, you play a key role in driving growth with ideas in your company. I have designed this 2 day workshop as an accelerated introduction to the management of the culture and practice of marketing innovation. I will share a proven process for innovation with plenty of cases from best in class innovators. At the end of the 2 days you will take away a whole ideation toolbox for kick-starting innovation in your business. Come prepared for an intensive and creative learning experience. Your Facilitator, Angela
  2. 2. PRODUCT & MARKETING INNOVATION 2011PROGRAM OUTLINEMODULE 1 PRODUCT AND MARKETING INNOVATION AS A BUSINESS DRIVER • Why Innovation isrequired to drive growth • What is Innovation Strategy? • Ideas at the heart of Innovation – ExamplesMODULE 2 THE 5 STAGE INNOVATION MODEL • The Model in Brief: • 1. Foundation Work • 2. ConsumerKnowledge • 3. Idea Generation • 4. Idea Screening • 5. Implementation (see Figure A) • 10 Lessons in Product & MarketingInnovation • Lesson 1 - Innovation Requires an “In Vitro” Environment • Lesson 2 - Make Innovation Continuous and Routine •Lesson 3 - Innovation is No Surrogate for Brand Clarity • Lesson 4 - Innovation is a Team Sport • Lesson 5 - Engineer theProcess • Lesson 6 - Make Inspiration a Discipline • Lesson 7 - Get Centred on Your Customer • Lesson 8 - Question AllAssumptions • Lesson 9 - Engage Both Left and Right Brain • Lesson 10 - Innovation is Serious Play Figure AMODULE 3 BRAND AS ANCHOR IN INNOVATION • Portfolio Management and Innovation • How a Brand can leadInnovation versus TechnologyCase Studies: Alive by F&N Foods, P&G HaircareMODULE 4 STAGE 1 - FOUNDATION WORK • A detailed look at each of the 5 Steps in the InnovationProcess • Framing the business issues (surveying the landscape) • Gathering Inspiration • Framing the Innovation Challenges• Set the idea parameters (in terms of: resources, timing, marketing or product innovation) Exercise: Discover the Business Issue and Innovation Challenges for the following categories: Laundry Detergent, Mass Market Furniture Retailer, Vitamin Supplement Range, or a Fitness Centre.MODULE 5 STAGE 2 – CONSUMER KNOWLEDGES THE ENGINE OF INNOVATION • Designing aconsumer knowledge program for Innovation • Organising existing consumer knowledge for Innovation • New sources ofInspiration • Experience Mapping for Innovation • Service and Retail Innovation (see Figure B) ICase Study: Nippon Paint Buying ExperienceExercise 1: Design an Inspirational Consumer Knowledge Program orExercise 2: Map the Buying Experience for Your Category Figure BMODULE 6 STAGE 3 - IDEA GENERATION • The importance of Creativity within Innovation • Examples of Creativityas a business tool and Innovation driver • 5 Practical Tools for Generating Ideas • Borrowing Brilliantly • Trends and Inspiration •Related Worlds • Overturn Assumptions • Random Stimulus • Capturing Ideas • The “post-it” Idea Headline • The 3 part IdeaLogic • Full Concept Board.REGISTER EARLY & SAVE S$200! CALL TODAY TO REGISTER: (65) 68292331 EMAIL:
  3. 3. MODULE 7 STAGE 3 – LIVE IDEATION SESSION• Participants are divided into product category groups of 3 to 4 people per group. Each group will selectan Innovation Challenge from DAY 1 to focus on. Practice using all 5 of the idea generation tools tocreate “idea headlines”. Share with the group. • Tips for running your own Ideation SessionMODULE 8 STAGE 4 - IDEA SCREENING & TESTING • What does a good idea look like? • Developingevaluation criteria for first level screening • Developing ideas for further testing • Some Testing Methods:External Idea Screener and Quantitative • Purchase Intent - Case: Tide ChinaMODULE 9 STAGE 5 - IMPLEMENTING IDEAS • Better Product Ideas lead to better MarketingProgramsExercise: Decode the Product Ideas Behind these Marketing CommunicationMODULE 10 OPEN INNOVATION AND IDEA MANAGEMENT • Closed vs. Open Innovation • Types ofOpen Innovation • Idea Management systemsOpen Innovation Best Practice: IBM, P&G Vocal point MODULE 11 STARTING AN INNOVATIONPROGRAMME FROM TODAY • The power to set a Marketing Innovation agenda • Culture of Innovation(creating an openness to change and new ideas) • Habits of Innovation (systematic approach to productinnovation) • 5 Things a Brand or Marketing Manager can do now! • Increase your pool of ideas bycreating an Innovation Event • Sell in the idea of an Innovation Event to management • Brand the event,create excitement around the event • Create idea project teams to take rough ideas to execution •Implement a simple web-based Idea Management system “Big will not beat small anymore.. It will be the fast beating the slow…” - Rupert Murdoch, Chairman and CEO, News CorporationTHIS EXECUTIVE PROGRAM IS EXCLUSIVELY DESIGNED FOR CEOs, CMOs, MDs, GMs, EDs, VPs, Directors, Head ofDepartments, Senior Managers, Marketing Specialists and Senior Executives who are responsible for: • Marketing Strategy •Trend Analysis • Brand Strategy • Sales & Marketing • Innovation • Marketing Analysis • Brand Management • Business Development •Strategic Business Units • Marketing Communication • Marketing R&D • Brand Architecture • Public Relations • Business Analysis • ClientRelationship • Brand Marketing • Corporate Branding • Brand Communication • Accounts Relationship • Business Communication •Corporate Affairs • Global Branding • Advertising • Promotions • Customer Relationship • Loyalty MarketingWORKSHOP METHODOLOGYParticipation in the Innovation workshops obviously offers the expected theoretical understanding of the subjectmatter. In addition, theory is effectively translated into practice through a mix of exercises, case study presentationand sharing of best practices. Angela will share lessons from best-in-class multi-national innovators such as P&Gand the best of Asian Innovation. Participants are engaged in a dynamic and interactive workshop environmentwhere their own issues and experiences form an important part of the discussion and learning. Through acombination of classic analytical innovation methods with the new “Design Thinking” methodologies, this workshopwill offer delegates insights and understanding of proven approach to Innovation. Processes and tools shared in thisworkshop are applicable to all business types: consumer goods innovation, services innovation, business customerinnovation and even social enterprise innovation.Each participant will receive an Invitro 30+ page Product Innovation Workbook and a sample set of TriggerCards. This workbook will serve as a guide for running innovation projects in the future.REGISTER EARLY & SAVE S$200! CALL TODAY TO REGISTER: (65) 68292331 EMAIL:
  4. 4. INNOVATION StrategIST - ANGELA KOCHAngela Koch is a trained marketing and brand specialist who has spent the past 9 years working with Asianbrands seeking to reinvent themselves for a larger Asian or global audience. She is currently the DesignThinker & Innovation Facilitator and the Director of Innovation Strategy at Invitro Innovation, a Brand &Innovations Consultancy which provides an intervention for companies who find it difficult to deliverinnovative solutions to business problems.Angela has helped brands energise their new product portfolios by facilitating new product development; hercategory experience includes consumer goods, retailing, and telecommunications. Other areas of herexpertise include Brand Positioning Reinvention, namely defining Brand Architecture‟s for greater consumerengagement and brand success. Angela has personally lead brand and innovation for the following brandsacross Asia: ZUJI Asia Pacific, Tide China, Whisper China, Rejoice China, SKII, Dragonair, Tiger Beer Singapore,Archipelago Beer, Alive by F&N Foods and Celcom Malaysia. She plays a key role to ideate and innovatebrand, product and communication opportunities for the 50+ consumers in Asia. A major element of hersuccess is her intimate understanding of Asian consumers.Prior to Invitro, Angela have worked as Marketing Innovation Consultant on FMCG brands in South Africa,Strategy Director across TBWA and Leo Burnett working with clients such as South African Airways, StandardBank, P&G, Wrigley, Courts Retailers and Samsung and as Lead Innovation Strategist for The Distillery (anM&C Saatchi Business Consultancy) with clients including Celcom Malaysia, Asia Pacific Breweries, The HourGlass, Coca‐Cola Singapore and Inter‐Continental Hotel Group.Angela has authored key Asia‐Pacific consumer studies including the Miss Understood Asia Study (2005) and hasexperience across key Asia markets including – South East Asia, Greater China and Australia.“Angela is a natural, she has unique ability to break down complex concepts and make them look so simple.” - Jasmine Xu,Marketing Director P & G China“Wow, we went from zero to heroes of innovation, great session!” - Lara Hussein, CEO M&C Saatchi Malaysia“The workshop was a wonderful eye-opener to new paths for our brand” - Melissa Siew GM MZUJI Singapore"Angela has the skills and the tools to squeeze innovative ideas out of almost any team" Kim Walker, CEO - Silver Group Asia“Angela and Invitro have inspired and energised our Taiwan team to see our business from a human perspective. So much so,we have asked her back to Taipei 5 times!” Katy Hsu, Marketing
  5. 5. REGISTRATION DETAILSPRODUCT & MARKETING INNOVATION SINGAPORE 24-25 May 2011Registration Fee: US$1200/ SGD1500 per participant.Early Bird Fee: US$1000/SGD1300 per participant for registration received by 15 April 2011.5% Group Discount for registration of 3 and more participants.TO REGISTER:Log on to, orEmail or Contact Country OfficeSingapore Indonesia Malaysia rdLevel 42 Suntec Tower III, Temasek Puri Mattari 2, 3 Floor, Jl HR Level 20, Menara StandardBoulevard, Singapore 038988 Rasuna Said, Kav H1-2, Jakarta Chartered, 30 Jalan Sultan Ismail,Tel. 68292331,8200133, 12920 50250 Kuala LumpurFax 68292121 Tel. 62 21 5275392 Fax 5277717 Tel 603 21175347 Fax 21175350©BlueTrack Centre