World Food Technology and Innovation Forum Peter Wennstrom 1

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World Food Technology and Innovation Forum Peter Wennstrom 1

  1. 1. The three innovation barriers - Culture eats strategy for breakfast
  2. 2. Experts in helping brands respond to changing attitudes in nutrition, health and wellness. We work around the globe (25 countries in 2010) Specialise in brand positioning and category innovation/renovation in food, beverages, ingredients, supplements and otc pharmaceuticals. We are global implementation partners to HealthFocus Peter Wennstr ö m The Four Factors TM Brand Analysis System Food & Health Marketing Handbook Who are we?
  3. 3. What we do: Better targeted brands, faster to market! (and optimise effort and investment) We can improve your performance! And then make sure you stay on target! By getting the fundamentals right!
  4. 4. Why Innovation? Looser- Brands Neutral Winner- Brands Only 19% of the looser brands introduced new products. 63% of the winner brands introduced new products. Study by GfK, launch of new products 2003/2004.
  5. 5. The 3 biggest barriers to innovation: Your Brand Your Category Your Culture
  6. 6. Brand stems from the Nordic word ”Brander” meaning to burn a mark.
  7. 7. Your brand is the ‘space’ you occupy in the mind of the consumer That space is your starting point!
  8. 8. You must understand what consumers expect from you and what they trust your brand to deliver: <ul><li>Any doubt about what you expect from Coca Cola? </li></ul>
  9. 9. So this is what you expected..and so it is very successful <ul><li>Great taste with </li></ul><ul><li>zero sugar </li></ul>
  10. 10. And this was also good news Great taste with no nasties..
  11. 11. But this was not what you nor anybody else expected from Coke..so it failed. If you want vitamins and minerals there are other more trusted choices… like Vitamin Water eg.
  12. 12. The 3 biggest barriers to innovation: Your Brand Your Category Your Culture
  13. 14. The Innovation Life Cycle: Where are you? Medical Late majority Early majority Early adopters
  14. 15. The Innovation Life Cycle: Where are you? Explorers Controllers Managers Developers
  15. 16. Explorer companies use a napkin (or whatever) <ul><li>Answer to everything: </li></ul><ul><li>More Research! </li></ul><ul><li>Biggest Problem: </li></ul><ul><li>Never quite launch </li></ul><ul><li>Or </li></ul><ul><li>Launch perfect science </li></ul><ul><li>without the consumer! </li></ul><ul><li>Money?: </li></ul><ul><li>Find new grants or </li></ul><ul><li>funds to keep on </li></ul><ul><li>exploring. </li></ul>
  16. 17. Developer companies use flip charts <ul><li>Answer to everything: </li></ul><ul><li>Try again! </li></ul><ul><li>Biggest Problem: </li></ul><ul><li>Constantly innovative. </li></ul><ul><li>Keep trying new things. </li></ul><ul><li>No patience to take </li></ul><ul><li>ideas to long term </li></ul><ul><li>success. </li></ul><ul><li>Money?: </li></ul><ul><li>Re-invest in </li></ul><ul><li>new ideas. </li></ul>New Idea!!
  17. 18. Manager Companies use PowerPoint <ul><li>Answer to everything: </li></ul><ul><li>Find a solution! </li></ul><ul><li>Biggest Problem: </li></ul><ul><li>See innovation as a </li></ul><ul><li>risk. </li></ul><ul><li>It’s a great thing if it </li></ul><ul><li>doesn’t threaten my </li></ul><ul><li>current business. </li></ul><ul><li>Money?: </li></ul><ul><li>Invest in marketing!! </li></ul><ul><li>Need to make sure </li></ul><ul><li>that this business </li></ul><ul><li>makes money!! </li></ul>
  18. 19. Controller Companies use Excel <ul><li>Answer to everything: </li></ul><ul><li>Tighter control & cut </li></ul><ul><li>costs. </li></ul><ul><li>Biggest Problem: </li></ul><ul><li>See innovation as cost. </li></ul><ul><li>Look at income from </li></ul><ul><li>innovation last week. </li></ul><ul><li>If Zero then cut. </li></ul><ul><li>Money?: </li></ul><ul><li>Goes to the share holders </li></ul><ul><li>and management </li></ul><ul><li>Bonuses. </li></ul>
  19. 20. In summary… Researchers Controllers Managers Developers So busy managing can’t create. + Too risky! All the Developers have left. Have to buy a Developer Org. / Brand Too busy on new to grow current Launch delayed: Cool new science in progress.
  20. 21. In summary… Researchers Controllers Managers Developers
  21. 23. Our Blog… www.HealthyMarketingTeam.com
  22. 24. Thank you <ul><li>More information: </li></ul><ul><ul><li>Peter Wennström [email_address] </li></ul></ul><ul><ul><li>BLOG: </li></ul></ul><ul><ul><li>www.HealthyMarketingTeam.com </li></ul></ul>

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