Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi

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Brand Innovation

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Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi

  1. 1. BRAND
  2. 2. Definition Consumer insight Brand stewardship Brand innovation Brand Brand activation communication IS: The process of harnessing creative ideas to meet business needs & consumer needs FOR: Better quality & engagement with consumers “….if branding is about finding the match between who you are as a company and what your customer really values, it is the perfect basis for successful innovation….”
  3. 3. Channel Mix Communication B.I Mix Product Packaging Process Pricing “…Innovation strategy that uses the promise of the brand as a springboard….”
  4. 4. Case study I want to stay young with my children baby care INNOVATION - Product : baby care  healthy essentials (reach a boarder target consumer) - Process : same skin function for adult as well - Pricing : affordable - Packaging : usually sell with “mom & baby” package - Channel : supermarket, health-care center,… - Communication: as soft as your baby skin
  5. 5. Idea Feasibility Capability What to do Can do? Make sure Launch Prepare Launching Evaluation Roll–out contender Recommendation key word: INTEGRATION Process insight exploring possibility concept connecting & framing innovation focusing practically
  6. 6. See clues from everywhere Process How much innovation you can handle? Don’t fall in love with an idea too soon Are you going after new or established consumers? Be scrappy Are you satisfy a new or an old consumer need? Obsess over execution
  7. 7. Joy & Happiness Interesting & Meaningful we we insight How about Sadness & Lost? concept We need 1 more button! innovation Idea Research on consumer need  What to do: new button Case apply Feasibility Quantify the need Capability Concept test Launch Prepare (prototype) Launching Evaluation: (Qual & Quan) Roll–out contender Recommendation from user
  8. 8. NGUYỄN PHƯƠNG VI

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