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

  1. 1. HOÀNG LÂN – BÍCH VÂN
  2. 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. 3. Product Innovation Pricing Innovation Brand Innovation Mix Communication Innovation BRAND INNOVATION MIX Channel Innovation Packaging Innovation Process Innovation
  4. 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. 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. 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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