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Salt of the earth

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  • 1. UNEARTHING SALT OF THE EARTH
  • 2. A research brief… XXX, the leading condiment brand captures 70% share of the TABLE SALT market. But data shows that table salt usage keeps gradually decreasing each year, due to several reasons: - Increasing frequency of dining out - Micro-wave offers (soup, dishes, meal box) substituting home-made food - Health concern imposes control on salt usage Moreover, the margin of table salt business erodes because of the commodity nature of the category
  • 3. And the client said: WE NEED TO INNOVATE! Higher margin, capture more share…(as expected) A big bunch of people, from different backgrounds, all intelligent… Let’s BRAINSTORM! GREAT, EXACTLY LIKE THE SITUATION NOW SO, WHY DON’T WE TRY IT HERE!?
  • 4. PLEASE, let’s try, it can be fun! Just divert our thinking first…anything is possible… Absolutely no judgment, no criticism… … Would anyone like to try? …
  • 5. I’m the magician, reading your mind…, are you thinking like this…? “Yes, brainstorm, divert the thinking…yes… I’m trying… …Emmmm…sorry…lost…”
  • 6. Or like this…? Salt…table salt… I’m diverting, diverting… bloody…salt… Can’t go further…
  • 7. Or this…? Well, easy. Flavored salt, sea salt, rock salt…etc. Errrr…Like these in the market? Nice , better ideas will come sooner or later
  • 8. How about this idea for salt? Salt Capsules - Salt in liquid or powder, outer dissolves during cooking - Easy to control dosage amount - Easy to use - Clean, easy storage, protection from humidity
  • 9. How about this idea for salt? Salt Spray - Liquid salt in spray bottle - Easy control of dosage amount - Easy to use and no uneven distribution - Clean, easy storage
  • 10. How about this idea for salt? Salt Biscuits - Small pieces in various different shapes - Easy to control quantity - And let’s make cooking interesting! - Further differentiation by different NaCl level, nutrients for different peoples’ health needs
  • 11. How about this idea for salt? Salt Glass - Sand glass bottle and pouring mechanism - With special design for volume control (TBD) - Easy usage and control of quantity
  • 12. Who came up with those ideas? Him? Him? Them?
  • 13. Who came up with those ideas? THEY!
  • 14. How did we do this? 4-people sessions Why “4”? You knew it… A magic number that allows close and rich dynamics
  • 15. How did we do this? 4=2+1+1 Friendship Pair of Average Consumers - In our case, 30-45 year olds, average income housewives Friendship pair to empower the mass consumers to speak up and balance the possible dominance from the other 2 participants (professionals)
  • 16. How did we do this? 4=2+1+1 Art & Design Professionals - In our case, students from art & design disciplines Helps to visualize the ideas Artistic touch on raw ideas
  • 17. How did we do this? 4=2+1+1 Client Side Professionals - In our case, nutritionist to imitate a more scientific, rational perspective Fine-tune the ideas and balance the practicality with technical and market limitations Also an immersion experience
  • 18. How did we do this? 1. U & A sharing • No comments from “clients”, but questions allowed • Allows the respondents to “prepare” their minds for category “examination” 2. Innovation Introduction & Games • Funny examples of new ideas – prepare the respondents and lighten up the atmosphere
  • 19. How did we do this? 3. Stimulating Ideas • Share 5 directions of innovation 1-by1 that encompass all possible new ideas • Perfectioning / Customization • Maximization / Minimization • Reversed Thinking • Combination / Separation • Fusion / Crossing Over • Each with definitions, live examples, games, and / or relevant basic human motivations to keep respondents involved and interested in ideation – keep the ball rolling!
  • 20. How did we do this? 3. Stimulating Ideas • During this process, each respondent jots down their thoughts immediately on a paper: • Capturing those “flashes” in our mind • An individual exercising preserving the most original ideas • Output – a list of initial raw ideas
  • 21. If we don’t stimulate with those 5 directions…(a control group conducted) • Art & Design professional dominated the ideation process contributing majority of the initial ideas (vs. in other sessions, the consumer pairs contributed more than half of the initial ideas) • Reduced diversity of ideas – only 6 big categories of ideas in the control group versus 9+ big categories each in other sessions
  • 22. How did we do this? 4. Sharing, Selecting & Expanding Ideas • Each to share their initial raw ideas • Each respondents given 5 votes to all the ideas • 5 winning ideas selected • Group discussions to expand, fine-tune (with visuals) •Output – 5 “full concepts” Consisting of consumer insight, benefit & RTB
  • 23. Why this Model? 12 people, 23 new ideas, in 7 big categories, 15 subcategories (after de-duplication) For TABLE SALT! Rich diversity of concepts which stretches as far as salt sculpture and salt related iPad apps Easier, less costly to manage (vs. normal co-creation workshop which is not uncommon to involve 20+ people each session) And time efficient. From identified client needs to full concepts, it only takes around 4 weeks time
  • 24. Why this Model? Relevant to the “consumers” Are you sure the “intelligent and creative ones” can do so? Professionals dwelled on ingredient types and origins (vitamin salt, calcium salt, sea salt, rock salt…etc.) IE PRODUCT FEATURES (Well, you have seen similar ideas in the market earlier…at least this proves that “great minds think alike…”) But Consumers focused on easy usage, easy storage and, last but not least, making salt INTERESTING (come on, day-to-day cooking is boring)! IE PRODUCT BENEFITS
  • 25. Why this Model? Not necessary a big bunch of people Not necessary those “creative people” / “trendsetters” Not professional centric nor over stretched ideas Client • Comes away with rich new ideas which are practical and relevant to actual consumers • Has a much bigger pool of “talent” for ideation – virtually anybody • Less costly Research Agency • Easier logistical arrangements • Hassle-free in defining and qualifying those “creative people” / “trendsetters” WITHOUT compromising quality
  • 26. The approach for ideation suggested in this presentation is a patented intellectual property (patent no.: HK1150325). The patent right covers every aspect of the approach including but not limited to sample definition, composition, the actual process, creativity directions suggested...etc. Application of any part of the approach only under authorization of the patent owner thank you