7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
1/13
ZESTinno
ZESTi n n o v a t i o n
f o rg r o w t h
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
2/13
Launching a new innovation
is just like having a baby
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
3/13
The Mans Approach :
Love equals SEX,
Looking for one-night stands
The Womans Approach :
Love is a long-term commitment,
Looking for eternal true love
Approach innovation
as a woman !!
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
4/13
You dont just have a baby when you feel like it
It takes proper planning ..
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
5/13
Check out your Portfolio - which of the potential
guys fit into what you want
(with some contingencies as well !!)
Handsome Super Rich = High Potential High Risk
Somwang =
Guy next door
the sure thing
No big deal
Somchai = known for years
Upgrade from friend to Lover
Jo = Newly met, exciting & romantic
need time to get to know
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
6/13
The Baby Funnel
StartDating
Interview people
you know
Screening potentialdates
Getting to know
Get inputs from
Family - Friends
Live-in (= in-use)
Planning the
financials
Checkingcompatibility
(blood-check)
Checking out
hospital
Planning schools
Baby Shopping
Raising the baby
Supporting the baby
Having more babies ??
Plan for Innovation
like you plan your life
MarriedPregnant
Have a
Baby
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
7/13
The Right-brain Left-brain of Love and Life
StartDating
MarriedPregnant
Have a
Baby
romanceexcitement
surprisesdreams
banksschools
realityhospitals
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
8/13
The Innovation funnel looks a bit likethe Conception process ..
The strongest makes it
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
9/13
Drop & Level of Pain
StartDating
MarriedPregnant
Have a
Baby
Its ok to killBut the later you make the
decision the more painful it is
Keith 287-0020Jo 937-8888Somchai 488-4888John 350-4567Somwang 855-2345Bratt 001-844-6789
Pete 870-8006
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
10/13
Our brand managers are pregnant all the time !!
We need time to raise
the babies as well
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
11/13
You take care and nurture him,making sure he grows to be
someone great !!!!
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
12/13
a sim le rocess
inno
ZEST
i n n o v a t i o nf o rg r o w t h
7/28/2019 BrandsVietnam - InnoZest on Brand Innovation
13/13
Feasibi l i ty
Capabi l i tyIdeas
ContractgateCharter
gate
Launchgate
Launch
preparat ion
Rolloutgate
Post Launch
evaluat ion
Launch
Rol lout
Contender
Final mix test (STM results)
Preview Test Results
Finalize product and pack specs.
Build comand forecast with
commercial assess.
Launch Support Plan
Production Trial &
Prod. Prototype
Qualitative Concept Test
Quantitative In-use
& Pack Test
Process & Pack
Development
MFG, SC and Cap Asess
Initial consumer Evidence
Innocheck Results
(Optionnal)
CTM Classification
with Network Menu
Identify Project Leader
and Team Set-up
Team Learning (S-C)
Innovation Assess
Quali Post Launch
Quanti Post Launch
Shoot TVC
Issue Standard
Operating Procedure
Produce
Launch Stock
Product Listing
Implement L
Support Plan
Risk Assessment
Risk AssessmentRisk Assessment
The complete Innovation Funnel
drop - dead point = the go-no-go decision point where there is minimal damage and
time to progress with contingency plan for on-time launch (InnoSCAN meeting - before Contact Gate)
drop - dead point