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BRAND INNOVATION ASSIGNMENT
DEFINITION
The process of harnessing creative ideas to meet business
needs
The creative engagement between product potential and
customer potential
Innovation Brand Innovation
To transform understandings of current consumer insights in to reality, bringing
additional benefits to consumers – To transform your BRAND into a dynamic, relevant asset
Brand Innovation Mix
PRODUCTTransforming
to meet current need
COMMUNICATIONAdjusting to fit
current ears
PRICINGReasoning for
the current position and
market
CONSUMER
PROCESSElevating to deliver the
fresh experience
PACKAGINGAdjusting to
shape for the current value CHANNEL
Widening and sharpening to reach current touch points
1. Product Innovation: Expanding the iconic Mario into both 2D and 3D worlds, incorporating car racing, shooting, fighting, mini games, character playing into the old journey
2. Community Innovation: Escaping from the current boring princess saving story, Mario now tells the story of adventurous journey to overcome challenges, discovering magic, solving childhood dream
5. Channel Innovation: wii game, gamecube, Nintendo DS, Ios and Android application
3. Process Innovation: Constantly investigating current market trend to incorporate into Mario’s icon, young, energetic software developer to keep the boy up to trend, asking players to constantly improve
6. Pricing Innovation: Mario do not madly run in the race of technology, he keeps his simplicity and addiction, so his price is always lower than current average of Play station, Xbox
4. Packaging Innovation: Diversifying and updating the packages to fit Mario’s playful, lovely new image, with 3 ranges: standard, silver, platinum – fitting each channel
Brand Innovation Process
STRATEGY
MAKING IT HAPPEN
InternalInvestigation
External Investigation
GoalCodification
Implementation Testing Launch
ListeningBrainstorming
IdeationInnovation Facilitation
Goal Identification
User interviewStakeholder interview
Secondary researchCompetitive analysis
Qualitative Quanttative
Clarify objectivesRevisit Initial Assumptions
Create Implementation
plan
Prototype / beta 1.0 and beyond
User testingInterviews
Continually get feedback and
improve
Idea Tunnel
What should we do
Can we do it Make sure
we can do it!Let’sdo it!
Was it a success? Recommend
others to do the same
Ideation
Capability
feasibility
Launch preparation
Post launch evaluation
Rollout contender
Charter
Contract
Launch Roll-outIn 1st
markets
LAUNCH
Brand Innovation Process
STRATEGY
MAKING IT HAPPEN
InternalInvestigation
External Investigation
GoalCodification
Implementation Testing Launch
Ideas• New young –
country loving images
• Trendy Innovation
• Cute Address
Problem• Old, stereotyping
image• Sales dropping
ObjectiveA new – trendier,
more personal image
PlanLaunch a new product line
First launch in Boo city
Warm welcome of consumerSales improvingMore premium – trendy – personal image
Continually get feedback and
improve
Idea Tunnel
• New brand• Cute image• More
personal• More
Vietnam• …
BosuaThe dynamic comic casual
wear
• Good supplier with best enduring material
• Nice designers• No need to
change infrastructure
• Hire new designers
• Cooperate with DC Comic
• Prepare images of hot girls, hot boys
• Big hit in Hanoi
• Attracting lines of consumers
• Promising good sales
• Open new show rooms of BOSUA itself
• Expand to Southern market
• Sponsor YanTV
Ideation
Capability
feasibility
Launch preparation
Post launch evaluation
Rollout contender
Charter
Contract
Launch Roll-outIn Boo City
LAUNCH
• Only need the change in design
• Meeting current trend – big market
• The fist and only in the market
Brand Innovation Process