[Elite development program 2013] assignment 6 hoang thach vu phuc

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[Elite development program 2013] assignment 6 hoang thach vu phuc

  1. 1. ASSIGNMENT 6.1 LÊ HOÀNG THẠCH – LÊ VŨ PHÚC
  2. 2. QUESTION 1 – THE BRAND INNOVATION Brand Innovation is the process of using the creative ideas focused and practical to meet business objectives. CREATIVITY Exploring possibilities Focusing practically INNOVATION
  3. 3. QUESTION 1 – THE BRAND INNOVATION Example: Philips In 2003, In 2003, Philips’ product range is from the personal care, entertainment and self-expression categories. Each brand seemed to have own “voice”, making the overall company image unfocused and inefficient. To create a more unified family of brands, Philips decided to create an innovation to unify the company porfolio by the brand promise “Sense and Simplicity” with three benefits: designed around you, easy to experience and advanced. All the brand communications now worked towards creating a common “sense and simplicity” image.
  4. 4. QUESTION 1 – THE BRAND INNOVATION MIX Brand Innovation Mix Product Innovation Communication Innovation Channel Innovation Process Innovation Packaging Innovation Pricing Innovation Designed to capture dust instead of spreading them away, it’s based on the idea that when traditional tools spread dust away, it can cause allergy to users. First, this brand is for babies. After that, the company change the message: the product can be used by both babies and moms to extend the customer
  5. 5. QUESTION 2 – THE INNOVATION PROCESS Business vision Problem Statement Need Assessment Start with business vision. You must know where you are and what you want Narrow problem definition and existing proposed solution Market research, customer interviews to isolate user needs and pain points The complete Innovation funnel
  6. 6. QUESTION 2 – THE INNOVATION FUNNEL Ideas + Initial consumer Evidence + Brainstorming ideas Launch Feasibility Capability + Internal concept test + Finalize product and pack specs. + Launch Preparation + Qualitative Concept Test + Build command forecast with commercial assess. Operating-Procedure + Quantitative In-use & Pack Test + Risk assessment + Production Trial & Production Prototype Issue Standard Implement Supporting Plan Design Advertising preparation (TVC, banners, media...) Launch + Post- Launch Evaluation Quali. and quanti. research Find out key learning to do it better Roll-out Contender Recommend others to do the same
  7. 7. QUESTION 2 – EXAMPLE SAMSUNG GALAXY NOTE Business vision Problem Statement Samsung sets target to be the leading & most innovation mobile category Consumers nowadays desire a smart device with big screen & powerful (ipad has just been introduced) Need Assessment Consumers need a bigger screen for better experience but still convenient (in pocket, you just need to bring 1 device) The complete Innovation funnel
  8. 8. QUESTION 2 – EXAMPLE Ideas A powerful mobile phone with bigger screen (1080 x 1920 pixels) Launch Feasibility Capability + Internal concept test + Finalize product and pack specs. + Launch Preparation + Qualitative & Quantitative concept, In-use & Pack Test + Build command forecast with commercial assess. Operating-Procedure + Risk assessment + Production Trial & Production Prototype  Samsung can create a mobile phone with big screen & consumer love its concept  Consumers love its design and feasibility Issue Standard Implement Supporting Plan Design Advertising preparation (TVC, banners, media,..) * Launch + Post- Launch Evaluation Qualitative and quantitative research Find out key learning to do it better Roll-out Contender Recommend others to do the same

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