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Young Marketer Elite 2013 - Assignment 6.1 - Bich van & Hoang lan
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Young Marketer Elite 2013 - Assignment 6.1 - Bich van & Hoang lan

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  • 1. HOÀNG LÂN – BÍCH VÂN
  • 2. What is Brand Innovation? The process of harnessing creative ideas to meet business needs fulfilling a brand’s promise through new products and service and infusing these new products and services with meaningful valu
  • 3. Product Innovation Pricing Innovation Brand Innovation Mix Communication Innovation BRAND INNOVATION MIX Channel Innovation Packaging Innovation Process Innovation
  • 4. Dove Body Wash Innovation Mix Competition-based Pricing: Dove Dove Moisturizing Body Wash to combat moisture loss and help maintain a healthy skin barrier while showering Product Innovation Beauty Moisture Body Wash cost $9.75 versus Dove Firming Moisture Body Wash (1 L) cost $10.70 in NTUC Fairprice. Product Bundle Pricing: Dove Beauty Moisture Body Wash cost $7.95 when on offer versus $9.75 usually in NTUC Fairprice Pricing Innovation Communication Innovation BRAND INNOVATION MIX Reducing plastic weight by nearly 15% in the new Dove Body Wash Range. Website Channel Innovation Packaging Innovation Process Innovation A Body Wash that makes you feel hydrated and fresh after a bath Facebook YouTube
  • 5. INNOVATION PROCESS Insight Concept Innovation POST-LAUNCH LAUNCH PREPARATION CAPABILITY FEASIBILITY IDEAS What should we do? Can we do it? Let’s do it! Make sure we can! EVALUATION LAUNCH Was it success ? INNOVATION FUNNEL ROLL-OUT CONTENDER Recommend others to do the same
  • 6. OBSERVATION: - Most shower gels are made up of water and surfactant, with some ‘advanced’ formulas containing glycerin. - Competitors have innovated by focusing on fragrance and colour rather than new liquids technologies that offer added skin benefits.  Consumers don’t expect much from their shower gel. INSIGHT: “I don’t expect much from the shower gel as it simply washes off and goes down the drain”. PRODUCT CONCEPT: A body wash/shower gel which deposits lipids, Vitamin E and other nutrients onto the skin, deliver a visible improvement to the way your skin looks. INNOVATION: DOVE DEEP MOISTURE BODY WASH: - Deep Nourishment. - Mild & Gentle. - Luxurious Feel. EVALUATION: - Research shows that after seven days of use, 4/5 women see visible improvement in their skin. - After 3 weeks of use, consumers seeing “a lot” of improvement and are 97% likely to recommend VisibleCare to others

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