This document discusses brand innovation. It defines brand innovation as fulfilling a brand's promise through new products and services that provide meaningful value to consumers. It then discusses the different types of innovation, including product, process, and channel innovation. It outlines several principles of brand innovation such as empathy, collaboration, courage, and play. Finally, it presents the brand innovation process from idea generation to feasibility testing, capability assessment, launch preparation, and post-launch evaluation. An example of Coca-Cola's failed "New Coke" launch is provided to illustrate this process.
New Product Development Process And Strategy Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
If you have a brilliant idea for the new product launch our new product development process and strategy PowerPoint Presentation is a promising presentation that can portray your thoughts convincingly. When you download this product management PPT slide, you get various designs such as product outline, idea screening, new product introduction, detailed overview, understanding customer needs, internal & external sources of new product, roadmap, category planning, porters five forces model, product lifecycle, introduction stage, growth stage, maturity stage, decline stage, tools & techniques, BCG matrix, Ansoff matrix, empathy map, Kano map, market segmentation, geographic, demographic psychographic, & behavioral segmentation and many more. The new product launch PowerPoint templates can be utilized for few topics like entering a new market, NPD process, product development, product launch, launch strategy, market entry strategy, new product introduction and product marketing. Our New product development process and strategy PPT diagram can make your presentation interesting and captivating. Send all fears flying with our New Product Development Process And Strategy Powerpoint Presentation Slides. They can handle all emerging doubts. https://bit.ly/3bZHYt4
New Product Development Process And Strategy Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
If you have a brilliant idea for the new product launch our new product development process and strategy PowerPoint Presentation is a promising presentation that can portray your thoughts convincingly. When you download this product management PPT slide, you get various designs such as product outline, idea screening, new product introduction, detailed overview, understanding customer needs, internal & external sources of new product, roadmap, category planning, porters five forces model, product lifecycle, introduction stage, growth stage, maturity stage, decline stage, tools & techniques, BCG matrix, Ansoff matrix, empathy map, Kano map, market segmentation, geographic, demographic psychographic, & behavioral segmentation and many more. The new product launch PowerPoint templates can be utilized for few topics like entering a new market, NPD process, product development, product launch, launch strategy, market entry strategy, new product introduction and product marketing. Our New product development process and strategy PPT diagram can make your presentation interesting and captivating. Send all fears flying with our New Product Development Process And Strategy Powerpoint Presentation Slides. They can handle all emerging doubts. https://bit.ly/3bZHYt4
26 topline marketing strategies to launch a new brand, product or service. Includes a 1 page summary outlining the pros and cons of each approach as well as best in class examples. Designed as flashcards so that it can be printed out to help stimulate brainstorm sessions.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
Chapter 7 - Products, Services, and Brands Building Customer JinElias52
Chapter 7 - Products, Services, and Brands: Building Customer value
Strategic Marketing, MASY1-GC 1230
Nike: More Than Just Innovative Sports Gear—a Total Brand Experience
Nike House of Innovation, Paris: The 3rd installation of HOI, and Nike’s largest, most digitally connected and immersive retail concept in the world
Provides consumers access to Nike’s best innovations, athlete storytelling and experiences.
Creates an immersive and digitally-powered end-to-end consumer journey.
To customers, the Nike brand means much more than just innovative running shoes and apparel. Deep down, Nike means sports inspiration, a just-do-it attitude, and a total brand experience. Nike draws on a wide range of
experiences to connect with consumers.
Nike’s innovative use of digital marketing recently earned the brand the title of “top genius” in “digital IQ” among 70 activewear companies in one digital consultancy’s rankings. Another firm ranked Nike the number one apparel brand in social media.
2
What Is a Product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
A service is an activity, benefit, or satisfaction offered for sale; it is intangible and does not result in ownership of anything.
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Broadly defined, products include services, events, persons, places, organizations, and ideas, or a mixture of these.
Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
3
Products, Services, and Experiences
Market offerings include both tangible goods and services.
Companies create and manage customer experiences with their brands or companies.
To differentiate their offers from that of the competitors
A company’s market offering often includes both tangible goods and services. At one extreme, the market offering may consist of a pure tangible good and at the other extreme a pure service. Between these two extremes, however, many goods-and-services combinations are possible. Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers. To differentiate their offers, beyond simply making products and delivering services, firms are creating and managing customer experiences with their brands or companies.
4
Products, Services, and Experiences (CONT’D)
More than just selling products, Apple’s highly successful retail stores create engaging life-feels-good brand experiences.
Apple’s retail stores are very seductive places, where “life-feels-good” experiences abound. The store design is clean, simple, and just oozing with style—much like an Apple iPad or a featherweight MacBook Air.
The stores encourage a lot of purchasing, ...
26 topline marketing strategies to launch a new brand, product or service. Includes a 1 page summary outlining the pros and cons of each approach as well as best in class examples. Designed as flashcards so that it can be printed out to help stimulate brainstorm sessions.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
Chapter 7 - Products, Services, and Brands Building Customer JinElias52
Chapter 7 - Products, Services, and Brands: Building Customer value
Strategic Marketing, MASY1-GC 1230
Nike: More Than Just Innovative Sports Gear—a Total Brand Experience
Nike House of Innovation, Paris: The 3rd installation of HOI, and Nike’s largest, most digitally connected and immersive retail concept in the world
Provides consumers access to Nike’s best innovations, athlete storytelling and experiences.
Creates an immersive and digitally-powered end-to-end consumer journey.
To customers, the Nike brand means much more than just innovative running shoes and apparel. Deep down, Nike means sports inspiration, a just-do-it attitude, and a total brand experience. Nike draws on a wide range of
experiences to connect with consumers.
Nike’s innovative use of digital marketing recently earned the brand the title of “top genius” in “digital IQ” among 70 activewear companies in one digital consultancy’s rankings. Another firm ranked Nike the number one apparel brand in social media.
2
What Is a Product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
A service is an activity, benefit, or satisfaction offered for sale; it is intangible and does not result in ownership of anything.
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Broadly defined, products include services, events, persons, places, organizations, and ideas, or a mixture of these.
Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
3
Products, Services, and Experiences
Market offerings include both tangible goods and services.
Companies create and manage customer experiences with their brands or companies.
To differentiate their offers from that of the competitors
A company’s market offering often includes both tangible goods and services. At one extreme, the market offering may consist of a pure tangible good and at the other extreme a pure service. Between these two extremes, however, many goods-and-services combinations are possible. Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers. To differentiate their offers, beyond simply making products and delivering services, firms are creating and managing customer experiences with their brands or companies.
4
Products, Services, and Experiences (CONT’D)
More than just selling products, Apple’s highly successful retail stores create engaging life-feels-good brand experiences.
Apple’s retail stores are very seductive places, where “life-feels-good” experiences abound. The store design is clean, simple, and just oozing with style—much like an Apple iPad or a featherweight MacBook Air.
The stores encourage a lot of purchasing, ...
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
5 Ways to Boost your Business with Promotional MarketingInnerWorkings
Learn five ways your business can use promotional items to connect with prospects and clients, build brand awareness, and ultimately boost your business.
Module 16 Brand Building for the Senior's Market.pptxcaniceconsulting
Innovative marketing is a set of innovative processes and activities that market and communicate new products and services to a targeted group of consumers.
Innovation in marketing is an activity that involves new ideas that have a positive impact on a new product and service.
Marketing is a process that involves marketers communicating product and service information to consumers.
B Business and Management (Standard Level)
All material taken from the IB Business and Management Textbook:
"Business and Management", Paul Hoang, IBID Press, Victoria, 2007
How to Build A Big Brand Without Money In 2024.pdfSmartSkill97
In today’s competitive market, let’s talk about how establishing a big brand presence without significant financial resources can seem like a daunting task. But with the right strategic planning and leveraging available resources effectively, it's possible to build a unique identity and gain traction in your market segment.
I've seen many videos about building big brands, but the issue is, most of the time people don't have much money or resources. However, if you really want to create something valuable for customers and help them improve their lives, you can still do it even with limited resources. Let’s break down all the key steps:
As a full-service B2B agency, we're no strangers to complicated.
We go further and dig deeper to truly understand our clients' business. Cutting through the noise to identify the unique, the unusual and the stimulating.
We call this Extracting the Extraordinary.
Through this approach, we simplify the complex, craft compelling creative and deliver results.
Young Marketers 3 - Thách Thức Elite 5 - Phan Trung Hiếu - ĐH Quốc Tế - ĐH Q...
Ym3 brand innovation vo_thi&trunghieu
1. HIEU PHAN VO THI
ASSIGNMENT 11.1
BRAND INNOVATION
2. AGENDA
What is brand innovation?
Type of innovation
Principles of brand innovation
Brand innovation process
3. 1 WHAT IS BRAND INNOVATION?
WHAT
Brand innovation is fulfilling brand’s
promise through new products &
services and infusing these new products
& services with meaningful values
which are relevant to consumers
PRODUCT
POTENTIAL
CUSTOMER
POTENTIALX
A TRAP IS
TO BE CONFUSED BETWEEN
CREATIVE THINKING
INNOVATIVE
THINKING
is to create something
creative
is to escalade creativity
into efficiency that
meets business needs
WHY
The market has reached its climax, breakthrough innovation is needed to stand out from competitors
Consumers’ need is no longer relevant to company’s products or services
Increase efficiency in serving consumers
those are valid reasons
but they share two dangerous traits:
Re-active, not pro-active
Re-active innovation means you are
running to keep up with changes.
External, not internal
External innovation means the world
outside will define where you go.
4. 2 8 TYPES OF INNOVATION
1. PROFIT
MODEL
INNOVATION
Innovate the way to earn
money: bundled, flexible
pricing, advertising revenue,
membership, subscription
models
Gillete sells premium razors as a loss, but
makes money out of selling blades
repeatedly
2. STRUCTURE
INNOVATION
Innovate how to organize & align
your organization, talent & asset
to create more values.
Premium supermarket chain uses radical
decentralization that enables each store to
operate autonomously to better meet store
consumer needs.
3. PROCESS
INNOVATION
Innovate with a signature and
superior method for creating value
(production, flexible manufacturing,
process standardization)
Famously used process innovation to
deliver a “from sketchpad to shop floor
in three weeks”
4. PRODUCT
PERFORMANCE
INNOVATION
Innovate products that work better to
deliver superior values to consumers
DYNAMIC SUPPORT: 3-layer version
New innovation of Nike to stabilize runners and
help them to stay away from possible injuries.
5. 2 8 TYPES OF INNOVATION
5. PRODUCT
SYSTEM
INNOVATION
Creating complementary
products and services that
connect or bundle together to
create more value
Toyota in the US through its sub-
brand Scion, offers highly customisable cars
with a suite of add-ons and accessories from
Toyota and partners
8. BRANDING
INNOVATION
Innovating how you present your
offerings and business in a
distinctive, memorable, and likeable
way.
Virgin, which describes itself as an
“international investment group” brands
products and services distinctively by injected a
much-needed dose of fun.
6. SERVICE
INFORMATIO
N
Innovating by adding value in
how you support customers find,
buy, pay, enjoy and dispose of
your product
Zappos made service innovation a hero and
consistently delivered a ‘WOW’ service that
prompted Amazon to buy the startup with service
know-how for $1.1 billion.
7. CHANNEL
INNOVATION
Innovating how you deliver your
offerings to customers and users.
(B2B, B2C or P2P channels, or
harness pop-up stores, e-commerce
stores, partner stores,…)
Amazon’s channel innovation
includes Whispernet, a private wireless
network that is free for customers to
deliver e-books, music and films.
6. 3 PRINCIPLES OF BRAND INNOVATION
Empathy
1
Empathize with your
audience to gain deep
understanding of people who
your brand seeks to serve.
Collaboration
2
Setting up interdisciplinary teams,
with different people, helps
generate a greater breadth of
ideas and can allow you to build
on those ideas in unexpected ways.
Courage
3
Dare to try and dare to fail.
Learning from failures is always
better than learning from victories.
Intuition
4
If it is “just feel right” idea, it may
well be. Ideas that go against
numbers or test may be
breakthrough ideas (serious
consideration)
Tenacity
5
Continuing to forge ahead in the face of
adversity is critical to developing new ideas.
Even when ideas don’t pan out for a given
problem, they should be catalogued and
referred to when new challenges arise.
Play
6
Play. Imagining, free-form thinking,
role-playing are aspects of creative
thinking. While playing, people are
having fun. While the outcome of
brand innovation has serious
ramifications for a business, this is
about the process, not the outcome.
7. 4 BRAND INNOVATION PROCESS
IDEAS
Fact finding & Creative
FEASIBILITY
Resource planning
CAPABILITY
LAUNCH PREPARATION
Disaster check
POST LAUNCH
EVALUATION
Desk research
Market research
Consumer habits research
Team set-up
Risk assessment
Product concept
Formulation test
Sensory Test
Storage test
Consumer research
Packaging development
Product, cost/profitability
Plant Equipment
Plant trials
For detecting business opportunities: New
product, new variants/SKU (flavor, formula,
packsize) & find a way to enter the market
For justifications of investment
Actual investment
Successful launch
Fine tunning
Start mass production
Supply chain
Product application
Consumer feedback
Trade monitoring
Benchmarking
DEFINITION & OBJECTIVES DETAILS STEPS
8. 4 BRAND INNOVATION PROCESS EXAMPLE
IDEAS
Fact finding & Creative
FEASIBILITY
Resource planning
CAPABILITY
LAUNCH
PREPARATION
Disaster check
POST LAUNCH
EVALUATION
In 1970, Coca want to beat Pepsi. Coca run consumer blinded test the
flavor between itself & Pepsi. Most of participants chose Pepsi’s formula
because of its sweetness. At that time, Diet Coke which was closer to
Pepsi in terms of flavor and it take the position just right behind Coke &
Pepsi
Coke came up with a new formula which was
tested and delivered overwhelming results. The
new formula surpassed the original & Pepsi in
terms of taste.
Plants have been set up to bring New
Coke to mass production
Coke put its new innovation on
shelves to compete with Pepsi
with the strategy of switching
competitors users.
Large portion of US Population boycott the
New Coke because it was not Coke anymore
in terms of taste. The company decided to stop
this new innovation immediately.