Elite development program season 2 W10 - Chinh, Huong

1. ASSIGNMENT 10.1 – [Brand Innovation]
[Van Huong – Viet Chinh]

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3. “BRAND INNOVATION is the successful exploitation of new ideas, it refers
to both radical and incremental changes to products, processes or
services, and like most business functions, is a management process
that requires specific tools, rules, and discipline.”
IN SHORT:
 Innovation is the process of harnessing creative ideas to meet business
needs.
 Brand innovation is product potential times customer potential
 – Keep existing benefits but refresh the offer
 – Add new benefits to existing offers
 – New-offer/ New benefits

4.  Fit with Market & Brand Strategy
 Help address the Innovation Direction
 Keep balance between refresh-compete-breakthrough
 Build concept around a strong consumer insight
 Fit within the pre-defined brand boundaries
 Create concepts worthy of research

5. • Understand a
given
challenge in
new ways,
from diverse
perspectives
• Generates as
many
concepts as
possible, with
a focus on
seemingly
wild ideas
• The top ideas
are refined,
made
tangible,
then quickly
tested for
effectiveness

6. Popular model of big companies. However, it sometimes “whittle
down” many ideas to a smaller number by “killing off” weaker one,
rather than being constructive and finding solutions to the problem
each idea poses.

7. Instead of choosing only one best idea, Rocket model keep best IDEAS to
build into winning mixes. It means that there is no winning idea, best ideas can
mix and implement each other. This model limits the possibility of dropping
fabulous idea as Funnel Model. However, it takes more time and cost.

8. Example: Coke Light
Processed through Innovation Funnel
 Context: People were starting to care more about their
health especially around sugar-based product like soft
drink
 Cocacola and other soft drinks were being perceived as fat
and unhealthy
 The world is joining in the trend of healthy food/drink
 It’s impossible to convince that the old coke is healthy or
not fat
 It’s not wise to replace the old coke
 Cocacola needed to innovate a new product that could
be promoted as healthy, not fat or at least harmless.

9. 
 Lower sugar/calories than normal coke
 Less sugar/calories than other products
 Only as fat as tea/milk/coffee
 As healthy as water
 Only a small part of calories from a meal
 Only a small part of calories in a day
 Sugar can be process in a short walk
 Healthier than most things people consume

10. 
 Only a small part of calories in a
day
 Compare to the calories we
needed in a day, the calories in this
new drink will be extremely small
 People usually associate high in
calories with fat and unhealthy
 Has R&D develop the product with
the least calories possible
 Deadline is as soon as possible and
before other companies catch on
 RTB:
 Named Coke LIGHT
 Show number of calories which make up
of 1% of 1 day calories
 Lighter taste than old coke (thin taste
with less sweetness
 Target upper middle and high class people to
penetrate the market.
 Premium in design
 Focus on advertising that drinking coke light is
practically harmless
 Avoid saying it’s healthy or else old coke
would look bad
 Tracking the launch
 Push the limit farther trying to create Coke
Zero with 0% calories of the day.

11. THANK YOU