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© Imperial College Business School
Tutorial: Starbucks
Strategic Marketing – SUMMER SCHOOL 2013 1
Crowdsourcing, Marketing & Open Innovation
© Imperial College Business School
Today’s Session
2
What we are going to cover…
• Three things from Tuesday’s lecture on e-retail, seo and
open innovation?
• Recap from the Starbuck’s Case Study:
– Digital marketing operations in the US
– Digital marketing operations in China
– My Starbucks Idea
• Truly understanding Open Innovation
© Imperial College Business School
Tuesday’s Lecture
3
Key Digital Marketing Concepts
Three things from Tuesday’s lecture on e-retail, seo and
open innovation?
1. List six ways digital has impacted traditional retailing.
2. Name some digital touchpoints? At what stage are they
important?
3. Difference between multi-channel vs omnichannel
marketing?
Starbucks Digital Marketing
4
Omnichannel Marketing Experience in the US?
SOCIAL
LOCAL
WEB / MOBILE
Starbucks Digital Marketing
5
Omnichannel Marketing Experience in China?
SOCIAL
LOCAL
WEB / MOBILE
© Imperial College Business School
What is Open Innovation?
6
‘My Starbucks Idea’ Open Innovation Campaign
© Imperial College Business School
Starbucks Case
7
Source of new product innovations?
© Imperial College Business School
What is Open Innovation?
8
Getting under the skin of a very ‘hot’ concept
Definition:
- Open innovation is the use of purposive inflows and
outflows of knowledge to accelerate product innovation and
expand the market
- Open platforms or spaces where customers employees and
other stakeholders can provide input and ideas.
Marketing Benefits:
- User engagement and promotion / direct marketing
- Customer insight, real product development, personalisation
© Imperial College Business School
What is Open Innovation?
9
How do companies use (or understand) it?
© Imperial College Business School
Marketing or Innovation?
10
What does the firm actually want?
Marketing:
- Increase brand/product awareness and identification
- Increase interaction with brand/product
Innovation: access and transfer external knowledge
- About problems: what are their needs?
- About solutions: can they solve problems you have?
Example: BP Oil Spill
11
VIDEO: How did they use Open Innovation?
- Call for ideas to solve the Gulf of
Mexico disaster.
- More than 120,000 ideas received;
many acknowledged to be innovative
- Not a single one implemented
Example: Toyota
12
VIDEO: How did they use Open Innovation?
© Imperial College Business School
Where to get good ideas?
13
The importance of lead users
Lead users:
- Have needs that foreshadow demand in the marketplace
- Expect to obtain high benefit from a solution
- Innovate to solve problems at private expense
Examples of consumer product innovations…
© Imperial College Business School
Where to get good ideas?
14
The importance of lead users
Lead users:
- Have needs that foreshadow demand in the marketplace
- Expect to obtain high benefit from a solution
- Innovate to solve problems at private expense
Examples of consumer product innovations…
Lead users in unusual places
15
The story behind Play-Doh?
‘Innomediaries’
16
Source of new ideas and solutions to problems
Colgate-Palmolive:
Getting fluoride into
toothpaste tubes
© Imperial College Business School
Example: Nestlé
17
Toolkits at Nestle Foodservices
Line of business: Customised
food for restaurant chains i.e.
Mexican dressing for Taco Bell
Problem: Ingredients and process are
different in industrial production
requiring many iterations
Solution: Nestle offers toolkit with
ingredients used in industrial production
– error free!
Result: Reduction of development time
(prototype to large scale production)
from 26 to 3 weeks!
© Imperial College Business School
Example: Threadless
18
Community-based business model
VIDEO
Threadless is a t-shirt
company with unique
designs for its clothing,
yet it spends nothing on
copyright, design or
marketing
Q. How do they do it?
What are the benefits?