Transcript of "Cloud Innovation: Silver Lining for the Consumer Goods Industry "
Cognizant 20-20 Insights“Cloud Innovation:” Silver Liningfor the Consumer Goods Industry Executive Summary The Need for Innovation Amid increasing global competition, more Innovation is a cost of entry to the CG market, in sophisticated shoppers and heightened price which power has shifted from manufacturers, to pressure, consumer goods (CG) organizations retailers and consumers. However, many new CG must tap every source of innovation available to products fail, costing the industry billions of them, including employees, suppliers, customers dollars a year. During the recession, a high and even outsiders with no link to the percentage of innovations were simply brand organization. The challenge is creating a extensions, rather than broader innovation that structured approach to correctly prioritize and drove growth and margins. And in the last year, execute all potential innovation initiatives. most new product launches in the CG foods area failed to make a significant dent in the market. Even as CG organizations embrace “open innovation” that encourages ideas from outside Without innovation, CG organizations risk losing the organization, they must continue to generate sales. This makes it harder for them to gain innovation from traditional sources, such as shelf space (and reduce pressure for price cuts) employees and R&D. “Cloud innovation,” like the from the large retail chains that control access “cloud” approach to IT services, helps accomplish to the market. Increasing costs for promotion, this, as it provides a portfolio approach to both placement and shelf space further depresses innovation requirements and the sources of margins, increasing the need for innovation to innovation, matching diverse internal and maintain profitability. Innovation results in a external resources dynamically to each specific more enjoyable place to work and creates a business requirement (see Figure 1). “halo effect” that drives sales of other products. Finally, innovation that aids “green” or other Done right, cloud innovation can help CG causes increases pricing power by making manufacturers regain pricing power that has consumers feel good about their purchase. been lost to retailers, increase barriers to entry for competitors, improve visibility into customer The Evolution of Innovation needs and help ensure that innovations can be cost-effectively produced, distributed and sold. CG organizations have innovated as long as there have been mass-produced consumer 20-20 insights
The Cloud Comes to Innovation Just as cloud computing taps distributed resources, such as servers, storage and networks for multiple users… Service CLOUD MANAGERS Menu of on Demand Servers Storage Servers Services Cloud Infrastructure Layer PROCESS #1 PROCESS #2 PROCESS #3 Common and Multiple Business Process Layer Different Actors Objectives BUSINESS BUSINESS PROCESS #1 PROCESS #2 Customer #1 Customer #5 Customer #2 Customer #3 Customer #4 … cloud innovation taps multiple innovation sources to meet multiple business needs. Skills Value Actors Chain Area Innovation Customer Type Need Area Market Maturity Objectives Customer #1 Customer #3 Customer #2Figure 1goods. In the 1960s, they moved more The actors involved have also changed. At first,aggressively into process innovation, especially innovation was largely the responsibility of thein manufacturing (see Figure 2). In the 1970s, R&D organization. Over time, other employeesinnovation began to spread to users (with more within the CG organization played a larger role,advanced customer research), as well as to new, as well as business partners. Using the Worldmore advanced techniques for measuring the Wide Web, the public is now being tapped as aeffectiveness of advertising. Walmart and other source of innovation.large retailers drove significant supply chaininnovation starting in the 1980s. New business Cloud Innovation Definedmodels such as direct-to customer – as well assignificant innovations in distribution and Cloud innovation unites many innovation ele-marketing from vendors and distributors -- ments, including customer needs, various actorsemerged in the 1990s. In this decade, open and different types of innovationinnovation has become the order of the day. The and business objectives. It taps a Cloud innovation unitesnext step toward more comprehensive and diverse pool of people, processes many innovation elements,effective innovation is the cloud. and technology inside and out- including customer needs, side the organization to meetThe types of CG innovation have also changed. needs across internal and exter- various actors and differentEarly on, the focus was on breakthrough nal value chains. Cloud innova- types of innovation andinnovations in products. As manufacturers tion also encompasses process, business objectives.focused on process, they sought more channels, brand and businessincremental innovations. When they innovated in models, all of which are “structural” areas wherefar-ranging areas, such as the user experience innovation can produce far-reaching and signifi-and in business models, they sought more cant results (see Figure 3).fundamental innovations. 20-20 insights 2
Evolution of Innovation What next? Open Innovation THE CLOUD? Business Model & Partner User & Supply Chain Process I “No boundaries” innovation G R NIN LEA I Innovating the business itself Product I Technology as enabler I Consumer rules the roost I Do only what the customer pays for I Innovation from across the organization I Look beyond product innovationFigure 2For example, innovation aimed at reducing costs Cloud Innovation: A Portfolio Approachwould be considered a “sustaining” innovation, asit is aimed at the input portion of the value chain, Cloud innovation is best leveraged by investing inrequiring innovation from the vendor and a portfolio of slower growth but more assuredinvolvement from finance, purchasing, marketing innovations, as well as higher potential but riskierand R&D. Developing a radical new product, on the projects. This not only helps prioritize efforts, butother hand, would require more breakthrough it also aids in managing risk while maximizinginnovation, focusing on the output (the product) benefits. The equivalent is a stock portfolio ofand requiring involvement from users, vendors, “large caps” (the largest firms with the highestmarketing, R&D and, possibly, external innovators. capitalizations), “mid-caps,” “small caps” and “penny stocks.” The larger the company, theFor an organization to use cloud innovation, it safer the investment, but with higher safetyneeds to define the combinations of elements comes a lower likelihood of spectacular returns.that it plans to leverage. Each combination ofelements requires a different strategy, process, A large-cap investment might be innovation ofinputs and outputs. (See “Enablers of Cloud the product (changing the ingredients in anInnovation: The Four Ps”.) existing shampoo), process (tweaking how Elements of Cloud Innovation for a Consumer Goods Company Customer needs Health and wellness, convenience, beauty, excitement, sustainability. Actors in innovation Traditional R&D staff, other employees, suppliers, customers or “non-involved” outsiders, such as those entering a product-naming contest. Skills required Raw material and packaging, base chemicals, consumer understanding and knowledge of markets or supply chain. Types of innovation Radical, breakthrough, enhanced, sustaining. Value chain areas Input, process and output. Objectives Higher profit, revenue growth, increasing customer delight, social recognition or reducing the cost of innovation. Market maturity Growing, mature or declining.Figure 3 3 20-20 insights
marketing dollars are distributed) or business new product in a new category, such as amodel (using the Web to distribute coupons.) shampoo to prevent hair loss. A processThe potential for success is relatively high, since innovation might outsource all the design,the changes to production and other processes testing and production. Aare fairly minor. The likelihood of success is business model innovation Cloud innovation alsofairly high, since the product has a loyal might be buying a stake in an encompasses process,customer base, but the chance of dramatic sales outside supplier rather thanor margin growth is relatively low. marketing the shampoo channels, brand and directly. The risks are greater, business models, all ofA mid-cap investment might be innovation of as the market is less familiar which are “structural”the product (a new shampoo for a new market and the degree of innovation is areas where innovationsegment), process (outsourcing production) or greater, but the potentialbusiness model (marketing the product through upside is also larger. can produce far-reachinghome sales.) The changes required in and significant results.marketing, development, production and The penny stock would be thedistribution might be somewhat higher, since least expensive, highest-risk but potentiallythe innovation is more far-reaching. Chances for highest-return investment. Here, a productsuccess are somewhat lower than for the large- innovation might be entering a radical newcap investment, but the growth potential is category, such as a shampoo that lets asomewhat greater. customer grow different color hair. As with a penny stock, the chances for success leastA still riskier investment would be a small-cap assured, but the possible upside is the greatest.innovation. A product innovation might be a The cloud approach to innovation involves building a similar portfolio of varied innovation initiatives ranging from minor changes to business processes To tap the greatest range Enablers of Cloud Innovation: to investing in radical ideas of insights and ideas, CG The Four “Ps” that have the potential to companies should consider an To achieve cloud innovation, a CG organi- change the entire industry. “innovation cloud” approach zation must focus on four areas. that combines traditional Summary Prescribe means identifying various ele- R&D, plus innovation from ments of cloud innovation the organiza- In a world of thin margins, employees, users and tional needs, a strategy for each element, scarce shelf space and fickle “uninvolved” outsiders, and the cloud as a whole, and an implementa- consumers, CG organizations tion approach. need innovation more than that incorporates innovation ever. However, factors such as in business models and People means finding, inside or outside of lack of consumer insight and processes. the organization, people with an entrepre- stove-piped processes have neurial drive and passion to push for their made it difficult for these organizations to ideas and persevere despite obstacles. innovate consistently and successfully. To tap the greatest range of insights and ideas, CG Platform includes cloud sourcing and Web companies should consider an “innovation 2.0 tools that allow ideas to be shared and cloud” approach that combines traditional R&D, implemented through links with ERP and plus innovation from employees, users and other corporate systems. “uninvolved” outsiders, and that incorporates innovation in business models and processes. Processes are required to screen, qualify, Much like a compute cloud, an innovation cloud analyze and present ideas in high volume and dynamically and flexibly matches resources to measure and track innovation performance. needs to meet ever-changing business requirements. 20-20 insights 4