Universal Design Business Symposium 2010 in Tokyo, Japan
Ravi Chhatpar, Strategy Director, frog Shanghai
I was recently a guest speaker at Nikkei's Universal Design Business Symposium, sponsored by Toyota, in Tokyo, Japan on June 18, 2010.
The theme of this forum was universal design, that is, "design that brings happiness to every corner of the earth," a more endearing description than the too often used "design for the 90%."
I drew on frog's experience with for-profit clients who often want tangible, measurable ROI from any innovation or design effort to suggest how social innovation efforts can have meaning and impact. Too often, we see examples of ideas that are feel like clever solutions to pressing social problems, but that fail in the field or that neglect to consider how to scale (e.g., the Hippo Roller). Alternatively, there are many examples of ideas that scale successfully but that are questionably clever to a designer's eyes (e.g., village rainwater collection systems).
I described frog's work on Project M (http://www.frogdesign.com/services/project-masiluleke.html), tackling South Africa's HIV problem, to define meaning and impact in social innovation. Beyond the home testing kit at the core of the solution, a mobile service platform was critical to sparking initial adoption and ensuring usage of the solution over time. Designing for awareness and advocacy in addition to usage is essential to creating meaning. Meanwhile, wearing a corporate strategy hat ensures questions of impact are adequately considered, as manufacturing, deployment, partnership strategy, quantitative validation, and long-term roadmaps are designed and executed.
Describes how the different parts of the Marketing roles and functions serve a company and names what leaders must expect from each part of the whole. Talk originally done for a High-Tech Seminar course at Santa Clara Uinversity MBA program.
Universal Design Business Symposium 2010 in Tokyo, Japan
Ravi Chhatpar, Strategy Director, frog Shanghai
I was recently a guest speaker at Nikkei's Universal Design Business Symposium, sponsored by Toyota, in Tokyo, Japan on June 18, 2010.
The theme of this forum was universal design, that is, "design that brings happiness to every corner of the earth," a more endearing description than the too often used "design for the 90%."
I drew on frog's experience with for-profit clients who often want tangible, measurable ROI from any innovation or design effort to suggest how social innovation efforts can have meaning and impact. Too often, we see examples of ideas that are feel like clever solutions to pressing social problems, but that fail in the field or that neglect to consider how to scale (e.g., the Hippo Roller). Alternatively, there are many examples of ideas that scale successfully but that are questionably clever to a designer's eyes (e.g., village rainwater collection systems).
I described frog's work on Project M (http://www.frogdesign.com/services/project-masiluleke.html), tackling South Africa's HIV problem, to define meaning and impact in social innovation. Beyond the home testing kit at the core of the solution, a mobile service platform was critical to sparking initial adoption and ensuring usage of the solution over time. Designing for awareness and advocacy in addition to usage is essential to creating meaning. Meanwhile, wearing a corporate strategy hat ensures questions of impact are adequately considered, as manufacturing, deployment, partnership strategy, quantitative validation, and long-term roadmaps are designed and executed.
Describes how the different parts of the Marketing roles and functions serve a company and names what leaders must expect from each part of the whole. Talk originally done for a High-Tech Seminar course at Santa Clara Uinversity MBA program.
This captures 20 proven techniques to change the competitive equation, and some ways to think about how to apply that to your business situation. It's real-world examples provides a 1-stop shop for ways to think about your competitive play.
The process of introducing a product to market is a serious undertaking. Unfortunately for many companies itโs merely an afterthought; a set of deliverables created from a checklist at the end of product development. There are ten easily identifiable signs that can help forecast if a product launch may be in trouble. Signs you can address and fix before the launch becomes a disaster.
MรBIUS presentation: Value chain thinking at the heart of your strategyMรBIUS
ย
Get inspired by how value chain thinking impacts your bottom-line performance. Learn from the views of Arnoldo C. Hax on how to put value chains at the heart of your strategy. Value chains are key in customer bonding. Customer bonding is key in improving your bottom-line performance. Learn from the views of Kaplan & Norton on how to translate strategies into actions. Get a premium from strategy execution. Engage the debate and share your thoughts with your peers. For more information, contact Prof. Dr. Bram Desmet (0497.58.28.60)
Social Products Require Social Marketers.Jon Gatrell
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Social Media isn't about just adding another task to the list. To be effective a strategic approach is needed which integrates all of the processes - buying, service and innovation.
I plan to walk through multiple patterns of failure and how product owners are controlled/ liberated by the organizational culture and vice-versa both in start-up environments as well as in medium and large sized organizations.
This captures 20 proven techniques to change the competitive equation, and some ways to think about how to apply that to your business situation. It's real-world examples provides a 1-stop shop for ways to think about your competitive play.
The process of introducing a product to market is a serious undertaking. Unfortunately for many companies itโs merely an afterthought; a set of deliverables created from a checklist at the end of product development. There are ten easily identifiable signs that can help forecast if a product launch may be in trouble. Signs you can address and fix before the launch becomes a disaster.
MรBIUS presentation: Value chain thinking at the heart of your strategyMรBIUS
ย
Get inspired by how value chain thinking impacts your bottom-line performance. Learn from the views of Arnoldo C. Hax on how to put value chains at the heart of your strategy. Value chains are key in customer bonding. Customer bonding is key in improving your bottom-line performance. Learn from the views of Kaplan & Norton on how to translate strategies into actions. Get a premium from strategy execution. Engage the debate and share your thoughts with your peers. For more information, contact Prof. Dr. Bram Desmet (0497.58.28.60)
Social Products Require Social Marketers.Jon Gatrell
ย
Social Media isn't about just adding another task to the list. To be effective a strategic approach is needed which integrates all of the processes - buying, service and innovation.
I plan to walk through multiple patterns of failure and how product owners are controlled/ liberated by the organizational culture and vice-versa both in start-up environments as well as in medium and large sized organizations.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
This workshop guides the author community with:
โข Looking at what each authorโs objective is, who their target audience is, and understanding how they target them.
โข Creating a harmonious โlookโ and brand identity for all online presences (website, social platforms) โ since Instagram has most engagement, that will be focus, bearing in mind it is part of the Facebook family
โข After developing platforms and a feed, structuring a cadence of content (visual and written), with a focus on engagement
โข Different ways to foster engagement with audiences on social media
โข Community building: how to leverage the power of a community of audiences
โข The uses of paid advertising: starting with mechanics (pages) and platforms, targeted to Instagram using Facebook ads (which covers Instagram ads)
โข Overall ad objectives, budgets, goals and measurement
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As such, perhaps higher than media buying and bidding strategies is the need for authentic content and creative content marketing to drive your message forward to cut through the clutter. Aside from driving value, forming a relevant and emotional connect will be key to driving success. While it may seem challenging, the opportunity is right to build a community and thrive from it.
This session will inspire businesses of all sizes to capitalize and build on their community, as well as enable them to think creatively to generate content which communicates the message and helps them to grow further.
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Creating and Maintaining Your Online PresenceFIG or out
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Once established on various social media and digital platforms, what are ways to enhance the social media strategy to engage with audiences and maintain your online presence? Presented at the Liberty States Writers Conference 2019
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Millennials are the target of many myths and statistics, but when it comes to their choices in beauty and sustainable products, it's important to contextualize their lifestyle, needs, aspirations and overall frame of marketing before developing strategies to market to them distinctly from boomers and Gen X. Shared at the Sustainable Cosmetics Summit New York in May 2017. #SCSNA17
60% of beauty and fashion brands are employing influencer marketing; there are several reasons for its popularity, including cost, authenticity, trust and reach. Here are 4 tips for successful influencer marketing in the beauty industry, and 3 caveats to be aware of. Presented at Innocos Digital 2016 in Los Angeles.
The Dawn of Digital Marketing: 6 Key TrendsFIG or out
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Truly dawning on the world of digital, itโs a surprising reminder that the iPhone just launched in 2007. The birth of an era really, for since, not only has the way we live our lives changed, but the way marketers operate has dramatically shifted. I have presented 6 key trends for digital in 2015, thanks to SalesForce Connections, presented to the digital marketing audience.
In traditional fast-moving consumer goods, the functional element is a given for consumer trial and usage. However, itโs the emotional connection that is becoming increasingly critical: It creates a distinction from the competition. We recently set out to understand how to measure the effect that product claims have on emotions and, consequently, how this impacts consumer decisions. This presentation showcases the importance of emotional marketing, how market research can help brands determine which emotions to leverage, and how to do so.
Social media in the skincare and beauty worldFIG or out
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On July 11 2013, I was chiarman at the innovation in cosmetics (InnoCos) conference in New York, and spoke about how to use social media to gauge the market's reactions towards a plethora of skincare and beauty brands. Consequential strategies can be more current, honest, real-time and formulate a stronger understanding of your consumers.
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
"๐ฉ๐ฌ๐ฎ๐ผ๐ต ๐พ๐ฐ๐ป๐ฏ ๐ป๐ฑ ๐ฐ๐บ ๐ฏ๐จ๐ณ๐ญ ๐ซ๐ถ๐ต๐ฌ"
๐๐ ๐๐จ๐ฆ๐ฌ (๐๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง๐ฌ) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
๐๐ ๐๐จ๐ฆ๐ฌ provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
โญ ๐ ๐๐๐ญ๐ฎ๐ซ๐๐ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ๐ฌ:
โข 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
โข SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
โขFreenBecky 1st Fan Meeting in Vietnam
โขCHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
โข WOW K-Music Festival 2023
โข Winner [CROSS] Tour in HCM
โข Super Show 9 in HCM with Super Junior
โข HCMC - Gyeongsangbuk-do Culture and Tourism Festival
โข Korean Vietnam Partnership - Fair with LG
โข Korean President visits Samsung Electronics R&D Center
โข Vietnam Food Expo with Lotte Wellfood
"๐๐ฏ๐๐ซ๐ฒ ๐๐ฏ๐๐ง๐ญ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ, ๐ ๐ฌ๐ฉ๐๐๐ข๐๐ฅ ๐ฃ๐จ๐ฎ๐ซ๐ง๐๐ฒ. ๐๐ ๐๐ฅ๐ฐ๐๐ฒ๐ฌ ๐๐๐ฅ๐ข๐๐ฏ๐ ๐ญ๐ก๐๐ญ ๐ฌ๐ก๐จ๐ซ๐ญ๐ฅ๐ฒ ๐ฒ๐จ๐ฎ ๐ฐ๐ข๐ฅ๐ฅ ๐๐ ๐ ๐ฉ๐๐ซ๐ญ ๐จ๐ ๐จ๐ฎ๐ซ ๐ฌ๐ญ๐จ๐ซ๐ข๐๐ฌ."
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Youtube โ https://www.youtube.com/startuplviv
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
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Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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7. Innovatively perceived products in particular
pass through the product life cycle rigorously
It is important to leverage consumer insights
along the way
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
7
8. A product idea needs to identify or create a consumer need
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
Unravel consumer
insight via benefit
screening and
research, identify
product relevance
8
9. Development stages involve fulfilling this need
Develop product
and packaging
options, test
reasons to believe
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
9
10. Discover ways to connect emotionally to consumers
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
Identify brand
fit and key
benefits by
testing aspects of
commercialization
10
11. Introduce your product with solid consumer understanding
Fine tune
communications
by testing on pack
claims concepts,
ad-cepts, etc.
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
11
12. Fine tune
Develop product
communications
and packaging
by testing on pack
options, test
claims, concepts,
reasons to believe
ad-cepts, etc.
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
Unravel consumer Identify brand
insight via benefit fit and key
screening and benefits by
research, identify testing aspects of
product relevance commercialization
12
13. Case Study
Creating a value proposition for
sunscreens
13
14. It starts with an idea or a business objective
Idea: A lotion that
We need to re-
protects and tans
energize our sun
care line. What
should be our next
big launch?
14
15. Consumer understanding matters, even at the
onset and in ideation
โI have a very fair skin. When I go in the
sun without sunscreen, I burn within the
first 30 minutes. But I do wish I could have
a nice tan at the end of a sunbathing day.โ
โI know I am doing the right thing for my
Assess the
skin when I use a high SPF sunscreen but I
long for a nice natural tan at the end of a
day outdoor and I donโt like self tanners.โ
market
I wear sunscreen but I pick a low SPF so I
opportunity
can tan better and faster. I know this is not
good for my skin and I want to better
protect it but I donโt want to loose my tan.โ
15
17. Screen benefits that your product could claim for
unmet consumer needs
fragrance
premature aging
sun protection
smooth skin
tanning natural texture
application
streak free
17
18. Identify the reasons to believe in these benefits
SPF 50 is Proven dual unique
recommended for benefits: sun protection
effective sun protection and natural tanning
Proven to prevent skin Easy-to-use: fast
damage against UVA absorbing and non-
and UVB sticky
18
19. Together these create a value proposition, which
.
can be evaluated further
Consumer Insight Benefits Reasons to
Believe
โข Seeking natural โขTan safely and โข SPF 50 protects
tan and sun naturally from UVA/UVB
protection โขProtects from โข Contains natural
sunburn and ingredients to
premature aging accelerate the
process
Value Proposition to Consumers
19
20. Assess how to best communicate the value
proposition to consumers
Effective claims and communications can:
Illustrate product Provide reasons
benefits to believe
Motivate
Drive appeal
purchase
Understanding these factors will help you craft
language that will give your products a
competitive edge in the consumerโs mind
20
22. Interactive exercise
Most of you conducted a survey in the
last 2 weeks about this new product
22
23. Interactive exercise
As a group, order the claims in a
preference order. Letโs discuss what
makes your top claim appealing, and
your bottom claim less appealing
23
24. # Claim
1 Our new and improved formula will give you a beautiful natural tan safely
2 Our newest and most advanced formula with natural tanning agents
3 Now our best protection against UVA and UVB
4 Get a beautiful natural tan safely with our new and improved formula
5 For perfectly smooth skin
6 All day sun protection
7 Created for perfection
8 A sunscreen that protects your skin so it stays young and healthy
9 Get ready for summer with a beautiful natural looking tan now!
10 Your best beach buddy!
11 Provides all-day protection against UVA and UVB
12 Our newest and most advanced formula with Xemorel and Sytorine
13 Protects you from the sun for two times longer than Neutrogena
14 A sunscreen that delays premature ageing due to sun damage
15 Forget your pale skin and get a beautiful natural looking tan now!
16 12 hours of nonstop waterproof protection
24
25. Learning through the sunscreens case study
Principles for developing a winning claims strategy
25
26. SKIM has analyzed
the data of a large
number of past claims
studies in an effort to
build a framework that
will help you create
stronger claims
26
27. The framework is
based on the analysis ofโฆ
โข 32 studies
โข 854 claims
โข 16 categories (personal
care, cosmetics, foods,
home care & durables)
โข 38 potential drivers
of claim appeal
28. Winning claims โฆ
Promise value
Are specific
Set you apart
Avoid pitfalls
28
29. Developing a winning claim is
like completing an obstacle
course
You need to pass
all the hurdles
to succeed
29
30. Hurdle 1
Promise Value
A claim is designed to
drive consumer choice
by calling upon desires
or aspirations through
the value it promises
30
32. Put the Key
Benefit First
You only have a split
second to capture
consumersโ attention
32
33. Get a beautiful natural tan safely
with our new and improved formula
Our new and improved formula will
give you a beautiful natural tan
safely
33
34. Get a beautiful natural tan safely
with our new and improved formula ๏ผ
Our new and improved formula will
give you a beautiful natural tan
safely๏ป
34
35. Hurdle 2
Be Specific
By describing precisely
what tangible benefits
your product will deliver
35
56. Rank Claim Claim
1 16 12 hours of nonstop waterproof protection 79%
2 4 Get a beautiful natural tan safely with our new and improved formula 61%
3 1 Our new and improved formula will give you a beautiful natural tan safely 57%
4 11 Provides all-day protection against UVA and UVB 54%
5 8 A sunscreen that protects your skin so it stays young and healthy 51%
6 6 All day sun protection 43%
7 2 Our newest and most advanced formula with natural tanning agents 42%
8 3 Now our best protection against UVA and UVB 30%
9 9 Get ready for summer with a beautiful natural looking tan now! 4%
10 14 A sunscreen that delays premature ageing due to sun damage -15%
11 13 Protects you from the sun for two times longer than Neutrogena -33%
12 5 For perfectly smooth skin -37%
13 15 Forget your pale skin and get a beautiful natural looking tan now! -56%
14 12 Our newest and most advanced formula with Xemorel and Sytorine -79%
15 7 Created for perfection -82%
16 10 Your best beach buddy! -88%
Negative Net Score Positive
56
57. 1. 12 hours of nonstop waterproof
protection 16. Your best beach buddy!
Specific 73% Donโt need a beach buddy 59%
Meets my needs 65% Irrelevant 39%
Clear 34% Sounds silly 30%
โI like going in โConveys a โI need a
the water and specific benefit protective โIt sounds silly
hate having to that is product, not a and says nothing.โ
reapply important to beach buddy.โ
sunscreenโ meโ
The percentages indicate the percentage of respondents that like or dislike this claim because of the aforementioned reason
57
58. Promise value โBecause it combines both natural tanning and the safety aspect!โ
Put the key benefit first โConveys a specific benefit that is important to me.โ
โ12 hours, nonstop and
Be specific โAll day UVA and UVB protection!โ
waterproof. Awesome!โ
Set yourself apart โBetter thanโ is not a relevant element.โ
Be positive โI donโt want to hear about damage and ageing on a product.โ
Be respectful โIt strikes me as being rude - criticizing my skin.โ
โBecause I have no idea what โI have no idea what
Avoid jargon Xemorel and Sytorine are!โ these chemicals do!โ
โI donโt need sunscreen as a โThe tone is for a product
Avoid humor beach buddy.โ promoting "whimsy"โ
58
60. Bring your Innovation to Market
Leverage consumer insights from
product development to marketing
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
60
62. About SKIM
โข Cutting-edge research agency since 1979
โข Committed to providing great answers in marketing
โข Acknowledged strategic partner in pricing,
communications and portfolio management
โข Serving clients in consumer goods, including
personal care, foods and cosmetics, alongside
healthcare, consumer health, telecom and finance
โข Offices in New York, San Francisco, Rotterdam,
Geneva and London
62