Presentation on theme: "Inspire Where has all the great NPD gone? 13 December, 2005 Claire Nuttall."— Presentation transcript:
inspire Where has all the great NPD gone? 13 December, 2005 Claire Nuttall
building brands people believe in
brand strategy design innovation
What’s going on out there?
A few facts about innovation in 2005 We are living in an FMCG world of incrementalism Interest is being sustained in categories until genuinely new ideas become a priority Many Innovation pipelines are in ‘drought’ situation - it will take time to fill those and get genuine innovation to market New internal structures and Innovation processes are the words about town… Innovation Leaders seem to be taking count before embarking on the next generation of innovation They want to get it right…
A few facts about innovation in 2005 Insight and foresight are the name of the game Insight is an over-used yet fundamental driver behind successful innovation Insight departments fail to live up to expectations - information not insight. A dearth of good insights Insights are scary because they can come from a variety of sources and there are no hard and fast rules You know very quickly when you have got a good one!
A few facts about innovation in 2005 Need to take ‘insight’ time upfront and create a strategic brand framework to drive out insights- never be prepared to compromise it Need to go about things in new ways, try new approaches to get better quality insights (Insight Safaris to Inspiration safaris) When you get an insight ‘bring it to life and share it’- let everyone understand the reason behind your innovation Senior team members should take pride & responsibility to spot insights not just judge them Encourage ‘awareness’ to spot insights amongst the team - stick, not carrot! Your brand should be driven by anticipating future behaviours Gain early internal commitment to insights behind the potential innovation, not reaction to end manifestations of your creation Mediocrity should not be on the agenda = missed potential or missed opportunity
A few facts about innovation in 2005 GNPD shows a wealth of new innovation launches 2005 (UK) Just as an example… Snacks (186) Bakery (283) Confectionery (126) Dairy (165) Drinks (Alc and non) (305) 85% flavour and pack tweaks!
A few facts about innovation in 2005 GNPD shows a wealth of new innovation launches 2005 (UK) Snacks, drinks, household are most active in innovation - mainly product function and performance driven Food is lagging behind… Many new launches not based on ‘insight’
Successful innovation needs belief
trusted to deliver on promises Building brands people believe in inspiring something extra, beyond normal expectations important relevant with a special place in peoples lives liked accessible and in tune with their audiences Identifying insights which connect on a deeper emotional level with your audience Belief: creating innovation within a strategic brand framework…
Creating innovation people believe in Brand Success Belief InsightForesight
Creating innovation people believe in Brand Success Belief InsightForesight Insight: identifying issues and shedding light in the category or market status Foresight: seeing opportunities for a brand to make a difference in the future Belief: the reason why consumers like, trust, and feel inspired by your creation. Why they feel you brand is more important to them than another
Creating innovation people believe in E.g. Category/ competition Innovation hotspots Innovation hotspots Liked InspiredTrusted Important
Is UK innovation insight driven?
An insight into big drivers of innovation There seem to be three key themes driving innovation in the past year and will continue…but you still need insights within each theme. Pleasure Health Taste
A few facts about innovation in 2005 What kind of insights seem to be working… Ones which reflect future consumer trends… Ones which are listening and aware of new behaviours and meeting new needs in a new and different way Ones which have a driving ‘insight’ supported by a series of product, sector, brand, consumer and packaging insights The whole offer is reflective of the bigger insight eg:Innocent
Which brands lead their categories (2004) The Grocer Top 100 brands and special focus reports showed us that are there are very few newcomers at the top of the league…
Which brands lead their categories? Top 5 Ambient Sauces Dolmio Knorr Wet Homepride Wet Colmans Dry Lloyd Grosman
Which brands lead their categories? Top 10 Bagged Snacks Brands Walkers Crisps Pringles Walkers Sensations Doritos The Real McCoys Quavers Hula Hoops Wotsits Mini Cheddars Kettle Chips
Which brands lead their categories? Top 10 Hot Beverage Brands Nescafe Original Tetley PG Tips Nescafe Gold Blend Twinings Typhoo Yorkshire Tea Horlicks Kenco Real Smooth Kenco Rappor
Which brands lead their categories? Top 10 Biscuit Brands KitKat 2 fingers McVities- Chocolate Digestives Quaker - Snack A Jacks Kelloggs - Nutrigrain Twix Penguin McVities - Digestives Rocky Cadbury Fingers Go Ahead
Which brands lead their categories? Top 10 Cereal Brands Weetabix Kelloggs Special K Cornflakes Crunchy Nut Cornflakes Frosties Rice Crispies Shredded Wheat Shreddies Alpen Fruit & Fibre
Which brands lead their categories? Top 10 Confectionery Brands - Chocolate Dairy Milk Maltesers Galaxy Mars Kit Kat Celebrations Quality Street Cadbury Roses Snickers Flake
Which brands lead their categories? Top 10 Cheese Brands Dairylea Cathedral City Philadelphia Cheestrings McLelland Pilgrims Choice Baby Bel Laughing cow Anchor Horlicks Farms and Dairies
Which brands lead their categories? Top 10 Yellow-fats Brands Flora Lurpak Anchor Clover Utterly Butterly Country Life Bertolli ICBINB Kerrygold Stork
Which brands lead their categories? Top 10 Yogurts and Desserts Muller Petits Filous Onken Weight Watchers Ski Yeo Valley Cadburys Shape Munch Bunch Yoplait Wildlife Activia
Which brands lead their categories? Top 10 Soft Drinks - Carbonated Coca-Cola Pepsi Fanta Lucozade Red Bull Schweppes Irn Bru Dr Pepper Tango Sprite
Which brands lead their categories? Top 10 Soft Drinks - Non-Carbonate Robinsons Ribena Tropicana Pure Premium Volvic Actimel Evian Lucozade Ocean Spray Capri Sun Oasis
We looked out 100 Innovative Brands… which is insight driven innovation? Baci Kettle Chips Brunchettas Douwe Egberts Sensao Jacobs Essential Crackers Nescafe Half Caf J2O Polo Liquid Orbs Oats So Simple Tesco Serves 1 Persil Aloe Vera Tesco Finest Pampers Kandoo Kelloggs Muddles Dettol Easy Wipe Walkers Stax Rustlers Oust odour eliminator Felipo Berio olive oil spread Nobbys Crisps Smarties Big Flavas Philadelphia Light mini tubs Jacobs Thai Bites Walls mini sausages Carb Options Walkers Stax Ferrero Giotto Mr Muscle orange wipes Robinsons Fruit Shoot Quaker Snack a Jacks Tango Clear Old El Paso Dinner kit Jacobs Essentials Kelloggs Fruit Winders Heinz Planet Cook Febreze Fabric Freshener Comfort Easy Iron Mr Sheen wipes Lurpak Spreadable Rice Crispies Multigrain St Ivel Advance Omega milk Walkers Potato Heads Dairylea Tribites Mattersons shaped meat slices Tetley well being bags Schwartz Real Paste Hellmans two part dressing and paste Knorr Sizzle and Stir Mr Muscle Shower Shine Hovis Best of Both Hunger Breaks self heating meals Tesco Carb Control Glade Touch n Fresh kitchen Kiddylicious Heinz upside down tomato ketchup pack Muller McVities Hob Nob Flapjack Doritos Dippers Bisto Best Premium Yorkshire puddings Aquadrops Heinz Tomato Frito Fruit Bowl Fruit Bars Knorr Vie Shots Galaxy Promises Blue Dragon Noodle Wok
Innovation people believe in Ex.1:Innovation based on insight - which ones do and don’t have insight? (Worksheet)
The innovations that worked… Innovation with integrated insights seem to work… Product Convenient Time saving Money saving Personalised Fun and entertaining
The innovations that worked… …and on a consumer level Consumer Making life easier Problem solving Solution finding Get more out of life Make more of their time More emotionally engaging
So what can you do…
trusted to deliver on promises Creating innovation people believe in inspiring something extra, beyond normal expectations important relevant with a special place in peoples lives liked accessible and in tune with their audiences connecting on a deeper emotional level with your audience Belief: creating innovation within a strategic brand framework…
The innovations that worked… A simple approach can help ensure your brand is successful, and grounded in insight with a real reason to believe… 1.Insights2.Needstate/occasion 3.Commercial sanity Current FutureSubstitution vs New Can it work? ProductWhat will it add?Will it do what it says? BrandWhat will it replace? Will it deliver? ConsumerWhat will it do differently? Exceed expectations? CategoryWhy is it making life easier?
An approach A simple approach can help ensure your brand is grounded in insight and offers a real reason to believe… The Brand belief model… Creating a framework which is brand driven rather than random Identifying hotspots for innovation focus to help build the brand and the total offer for the future A focus for the kind of insights you can go out and look for…
The need for focus Which occasion are you looking to target? –Home time? –Breaktime? –Weekday lunch? Which sectors would you like to focus on? –Energy and sports? –Filling foods? –Kids lunchbox? Which audiences/targets do you need to know more about? –The child, the parent and the school
Use the laddering technique to generate better insights Think about facts, information, knowledge that you already have Use laddering to help move from ‘knowledge’ to ‘insight’ Know where and when to stop to make it relevant
Innovation people believe in Ex.2:Laddering to generate insight (Worksheet)
That’s it! A couple of final words… Be focused Be brave Be insight driven Take people with you Get closer to the people you need to understand Try new ways of getting closer to consumers to unearth new insights So….