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이 혜 진

혁신과 신제품 개발. 이 혜 진. The Innovation Journey. A total innovation process from insight to post-launch We launched it in 2005, amalgamating existing offers Unified by a coherent set of metrics Working in the innovation space for 40 years. 8 단계의 Innovation.

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이 혜 진

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  1. 혁신과 신제품 개발 이 혜 진

  2. The Innovation Journey • A total innovation process from insight to post-launch • We launched it in 2005, amalgamating existing offers • Unified by a coherent set of metrics • Working in the innovation space for 40 years

  3. 8단계의 Innovation

  4. Inspireopportunity, uncover unmet needs Insightment™ • A structures insight generation process • Immerse yourself in the consumer world • Turn observations into genuine insights to inspire ideas Insight Navigator • Robust insight screening tool • Quickly size opportunities and prioritise consumer insights

  5. Createdistinctive concepts Super Group™ • Dynamic workshops produce hundreds of exciting ideas • Trained creative consumers are a powerful catalyst • Expert and consultant input adds discipline to the creativity • The best ideas become consumer ready concepts

  6. Exploreconsumer response to select winners eValuate™ • Use early adopter and mainstream consumers to screen concepts • Consistent metrics backed up by a powerful database • Simple traffic light output indicates fast-track successes, future hits and potential gems • Diagnostic information tells you why concepts succeed and fail

  7. Nurturewinning ideas Super Clinic • Workshops with creative consumers and early adopters • Craft and refine concepts with potential • Deliver optimised concepts based on a consumer perspective

  8. Appraisethe progress made eValuate+™ • Keep your innovation on track • Is it improving? • Is it still true to the insight? • Consistent set of metrics immediately shows whether you’ve really optimised the concept

  9. Unitethe total package Conjoint • What is the optimal price? • What is the right marketing mix? Concept/Product Tests: • Does the product deliver against expectations? • How can the product be brought to life in the market?

  10. Predictsales volumes MicroTest™ • Powerful and accurate volume estimation • Treats every consumer as an individual • Huge, validated database ensures accurate sales forecasts • ..and strategies to maximise your opportunity

  11. Monitorlaunch impact Launch Pad™ • Monitor your progress and keep an eye on the future • Find your untapped potential to maximise future sales

  12. Innovation의 함정 • Consumer Respondent의 부적절성 • Creative Insight와 Launching간의 Conflict 발생 • 개별 Respondent Consumer의 반응에만 지나친 집중

  13. Renovation True innovation Innovation의 목적 이해

  14. Renovation… or Innovation? Renovation Innovation Meeting needs better Changing consumer behaviour “Brand Salience” “First-mover advantage”

  15. Key Driver는 Excitement • Excitement의 효과 • 구입의향 • 차별화 • Strong excitement는 strong insight가 기반이 됨

  16. Low Correlation 구입의향과 Uniqueness Purchase Intention Uniqueness Renovation 측정에 유용한 도구일뿐… 혁신성이 높다고 High Trial을 보장해주지 않음

  17. Winning‘me toos’ Novel winners Trial Unlikely to succeed Sustainable? Uniqueness Innovation and renovation Research • 성공적인 Renovation과 Innovation의 Score 차이 - Quadrant Analysis에서 - • 서로 상이한 Action Standard를 요구함 Renovation Innovation

  18. Winning‘me toos’ Novel winners Relevance Excitement Trial Unlikely to succeed Sustainable? Uniqueness Innovation and Renovation: The key action standards • For renovation • High Relevance, high trial • For innovation • High excitement가 high uniqueness, high trial을유발함

  19. Relative Combination of Uniqueness and variables • High Uniqueness의 Benefit은 High excitement로 인한높은 성공률을 보임

  20. Global trends – rising prices • 지각된 가격과 Financial risk가 커짐에 따라relevance를 성공의 중요 요소로 부각되고 있음 • As financial risk increases relevance becomes a much more important driver of success • New products or services that do not offer a clear recognisable benefit will stand no chance of success

  21. Winning‘me toos’ Novel winners Excitement Trial Unlikely to succeed Sustainable? Uniqueness The Wow! Of excitement • Excitement는 Category에 관련이 되며, 경쟁상품, 브랜드보다 더 exciting할 경우 winners가 될 가능성을 높임; High excitement, high trial & high uniqueness • Strong insight가 strong excitement를 유도함

  22. Scores decrease Scores increase Excitement의 유지 • 제품 완성 단계를 거치면서 edge가 상실되고 uniqueness도 낮아짐

  23. Excitement의 buzz효과 • 소비자들은 exciting concept의 제품을 더 많이 뜯고, • 신제품 구입자들은 구입은 하지 않았으나 제품 인지자들에게서 2배 이상 제품에 관해 들어 보았음 “W-OM의 power”

  24. W-O-M의 중요성 증가 • 제품 정보량의 증가는 구전효과에 의해 발생되고 있음 • Post launching D/B에 의하면 소비자, technology 제품 Category에게서 모두 중요한 역할을 하는 것으로 나타남

  25. Right consumersin the right way at the right time • NPD 단계마다 • Trained creative consumer • Early adopter • Design-literate consumer • … and mainstream consumers 필요 • Risk! • Early adopter → 낙관주의의 오류 • Exhisting consumers → New opportunity 차단 • Main stream consumers → 미래지행성의 결여

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