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Open innovation and co-creation with your fan base
Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
‘Closed’ vs ‘Open’ Innovation
Powerful, proud organisation (‘all smart people work for us’)
Focus on control
Leadership to focus on R&D ROI
NIH syndrome prevalent
We create the best (and most) ideas in the industry
IP viewed as a powerful defensive tool
Conventional organisation structure
Highly confidential
Poor measurement system for potential of innovative ideas
‘Pet’ projects kept alive for a long time
External connections are seen as ‘outsourcing R&D’
Only conventional business models are to be considered
In-licensing is a ‘last resort’
Externally facing organisation with strong internal resources for ‘innovationrealisation’
Focus on learning
External ‘connectedness’ is in the DNA of all people
R&D scorecard has ‘external connection’ as key score (incl. reward system)
Internally well connected organisation – external (and internal) ideas flowwell throughout the organisation
Well defined technology needs
IP viewed as ‘innovation currency’
Innovation and business potential measurement processes to assess newideas (‘weed & feed’ culture)
Confidential ‘openess’
Recognised presence at conference / exhibition / trade show arena
Open to JV, VC, angel investors, non-product opportunities (services,insurance), etc.
Bespoke individuals are appointed to lead external connection developmentwith appropriate funding
Ability to quickly fill science, technology, facility and capability gaps
Highly dynamic in- and outlicensing activities
‘Closed’ vs ‘Open’ Innovation
What we want to know from to the outsideworld ?
•We want to connect to peoplehaving technical solutions forneeds we have– Needs are based on problems
defined in technology roadmaps– Roadmaps are owned by the total
innovation community (not onlyR&D)
•We want to connect to anybody who can suggest newideas for our brands– Suggestions on problems from the
marketing directors of therespective brands
Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
Our brands are very suitable to connect:
Case 1: Douwe Egberts 55+ consumers
• 55+ consumers drink less coffee
• Although it is related to healthclaims clear insights are lacking
• Invitation e-mail send to 3500055+ people form the DE database
• 1000 people have logged on toparticipate
• 500 people have registered theircoffee drinking habits on the firstfew days
Case 1: Outline of the day….
Friday Sept 25th 2009 10-14 h business center
•Two groups: factory visit and brainstorm activity in parallel
•Presentation of created ideas to each other
•Lots of coffee, cake, lunch.......Nice goodie bag
Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
Case 2 : Senseo & Libelle process
DEC
• Co-creation day
FEBR
• Panel explores flavours
MRT/APR
• Panel participates in workshop and is askedfeedback on packaging
Libelle
Summer week
• Selection of winning concept
Case 3 : Call for action in Libelle
Case 2: The cast
• 22 women
– Libelle Senseo panel
• 4 DE marketers
• 4 teams
• Visualiser
• Two facilitators
• One problem owner
Case 2: The product
Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
Case 3 : Pickwick & Hyves
•Joint co-creation with Hyves and Pickwick(40000 Pickwick brand lovers)– Dedicated panel
– Hyves page for the co-creation process
•Launch of Dutch tea blend
Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
Case 4: Pickwick on RedesignMe
Case 4: Pickwick on RedesignMe
Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
Learning's
•Use of existing communities works
•Different communities give differentperspectives
– Consumers reflect
– Designers look into the future
•Connecting is fun and energizing
AFRIS. AsianFoodRegulationInformationService.
We have the largest database of Asian food regulations in the world and it’s FREE to use.
We publish a range of communication services, list a very large number of food events and online educational webinars and continue to grow our Digital
Library.
We look forward to hearing from you soon!
