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Confidential ©2007-2019 All rights reserved to HMT

Brand Strategy & Innovation Consultants For The Global

Nutrition IndustryLONDON SINGAPORE SWEDEN

THE

PROBIOTIC

INNOVATION GAME

13th February 2019

HMT Probiotic Innovation Edutainment

SessionConfidential ©2007-2019 All rights reserved to HMT

Confidential © 2007- 2019 All Rights Reserved to HMT

”Culture eats strategy for breakfast”

“Culture eats strategy for breakfast,” is a

famous quotation attributed to business

management guru Peter Drucker.

HMT ConsumerLab in cooperation with Lund

University Masters of Applied Cultural Analysis,

researched the link between innovation culture and

innovation success.

So if culture eats strategy for breakfast, then

how do you digest innovation?

Peter Drucker


THE FOUR ARCHETYPES OF INNOVATION

NEEDED TO BRING SCIENCE TO MARKET:

WHY? HOW? WHO? WHAT?

EXPLORER DEVELOPER MARKETER OPTIMISER


You’ve got mail!

You received an email this morning from Probiota 2019 Team with a link to HMTs Innovation

Personality Survey…


THE FOUR ARCHETYPES OF INNOVATION

NEEDED TO BRING SCIENCE TO MARKET:

WHO ARE YOU?

WHY? HOW? WHO? WHAT?

EXPLORER DEVELOPER MARKETER OPTIMISER


EXPLORER

Like Albert Einstein, the Explorer EXPLORES new

knowledge.

“It’s not that I’m so smart, it’s just that I

stay with problems longer”

An Explorer:

- Likes to learn and discover new

- Is not afraid of mistakes

- Sees the process is as important as the end goal

- Likes to reflect on and question your work

WHY?

“Do not stop questioning”


Explorer Einstein


DEVELOPER

“I never pick up an item without

thinking how I might improve it”

Like Thomas Edison, the Developer DEVELOP new

products.

“I have far more respect for the person with

a single idea who gets there, than for the

person with a thousand ideas that does

nothing”

A developer:

- Likes to observe and collect ideas.

- Thinks about the end result.

- Wants to make a difference.

- Constantly thinks of how to improve things.

HOW?


Developer Edison


MARKETER

“There’s more future in

hamburgers than baseball”

Like Ray Kroc, the Marketer takes new business

ideas to MARKET

“I didn’t invent the hamburger. I just took it

more seriously than anyone else”

A Marketer:

- Is a risk taker.

- Sees the business opportunity in products.

- Is good in creating new contacts.

- Likes team work.

WHY?


Marketer-Ray KrocM


OPTIMISER

“I am very proud to follow

the rules of my company”

Like Ingvar Kamprad, the Optimise OPTIMISE the

organisation

“Everything we earn we need as a reserve.”

An Optimiser:

- Likes structure, efficiency & cost control

- Likes being in control.

- Focus on rational decisions.

- Wants to be part of a strong corporate culture.

WHAT?


Optimizer-Ingvar KampradO


(up until 2pm. Feb13)

Who are we?


FourFactors® Innovation

LifecycleHow to bring innovations to market more

successfully

Science Market


FourFactors® Innovation

LifecycleFour Innovation Archetypes

Cultures Explorer Marketer

WHY?

Developer

HOW?

WH0?

Optimiser

WHAT?


The Probiotic Innovation Challenge

Part 1.

Probiotics 1.0


4

2

1

3

Idea is to visualise the history of probiotics by introducing the Innovation lifecycle with its four innovation stages as exemplified above with the innovation archetypes for each. With a quizz identify the Probiotic innovation lifecycle. We can also illustrate this with examples of historical tv

commercials representing the different marketing stages

Q. Who was the…

The Developer

Edison

The Probiotic Innovation

Game1. Probiotic Innovation history

quizz

Q. Who was the…

The Explorer

Einstein

Q. Who was the...

The Marketer

Ray Croc

Q. Who was the…

The Optimiser

Kamprad



Lifecycle???Probiotic Innovation Arcehtypes

OrganizationsExplorer Marketer

WHY?

Developer

HOW?

WH0?

Optimiser

WHAT?

Who are they?


1. Who was the “Explorer” of Probiotics?

Élie Metchnikoff

A

Antony van Leeuwenhoek

B

Louise Pasteur

C



WE ARE THE We Are The Aon One DDasda Fq QwdqWqdasDafwdasdasdasdasdasfa


“Father of natural immunity“. Élie was awarded the 1908 Nobel Prize "in recognition of their work on immunity“


"Father of Microbiology", and one of the first microscopists and microbiologists. Best known for his pioneering work in microscopy


French biologist, microbiologist and chemist renowned for his discoveries of the principles of vaccination, microbial fermentation and pasteurization.

A B C

Élie Metchnikoff Antony van Leeuwenhoek Louise Pasteur


Momchilovtsi


2. Who was the “Developer” of Probiotics?

Minoru Shirota

A

Sherwood Gorbach

B

Jules Bordet

C


2. Who was the “Developer” of Probiotics?


Identified Lactobacillus caseiShirota; it appeared to help contain the growth of harmful bacteria in the gut.


discovered and isolated Lactobacillus rhamnosus GG, with another researcher Barry Goldin.


The bacterial genus Bordetella is named after him. He was awarded the Nobel Prize in Physiology or Medicine for his discoveries relating to immunity.

A B C

Minoru Shirota Sherwood Gorbach Jules Bordet


Yakult advertising. Introducing the FRIENDLY bacteria (vs the bad) for your gut health..


Yakult advertising. Educating on the need to top up your good bacteria daily ..


3. Who was the “Marketer” of Probiotics?

Danone

A

Nestlé

B

Valio

C


3. Who was the “Marketer” of Probiotics?




A B C

Danone Nestlé Valio


Danone advertising. Introducing the Immunity message with Actimel little bottles.


Danone advertising. Conquering gut health with Activia with a global message


4. Who was the “Optimiser” of Probiotics?

?A B C

? ?


And then came EFSA…


Danone advertising after EFSA, with focus on claimswith ingredients like Vitamin C and Calcium..



ChallengeTime for Probiotic 2.0

Explorer Marketer

WHY?

Developer

HOW?

WH0?

Optimiser

WHAT?


The Probiotic Innovation Challenge

Part 2.

Probiotics 2.0


We are now facing a new generation of probiotics (and prebiotics) grounded in microbiome research.


The

Balancing

Act

Gamechanger: Probiotics 2.0

MY

Microbiome

Health

Beyond

Digestive

Health

Individual

Strains

->Personal

╳ Standardized ╳ Your PRO


So what are the innovation challenges we now face[ [

?

POLLING

TIME!A

B

C

D


Where do you see the biggest challenge in the Innovation lifecycle?

1. From science discovery product development?

2. From product development market launch?

3. From market launch effective sales and distribution?


Where do you see the biggest challenge in the Innovation lifecycle? (Pre conference survey)

41.4% 30.1% 28.5%

Science

Discovery

Market

Launch

Product

Development

Efficient

Sales &

Distribution

GROUP

EXERCISE


NEW MARKETS?NEW PRODUCTS?

NEW KNOWLEDGE?

THE

PROBIOTIC

INNOVATION

CHALLENGE?

NEW PRODUCT? NEW MARKET?

NEW IMPROVEMENT?


What are the #1 challenges?

At your table

• DISCUSS and agree on your #1Challenge for each of these!

• WRITE them on post-its

#1 challenge

Science

#1 challenge

Product

Development

#1 challenge

Marketing

#1 challenge

Commercial

Optimization



Challenge 1 DISCUSS

“NO.1 challengesin probiotic?”

2 WRITE DOWN

& PUT UP

3 VOTE

4 On DAY 3…


For more information contact [email protected]

HealthyMarketingTeam: www.thehmt.com

Where you also will find a link to The Global Gamechanger Report

And the FourFactors Brand Acceleration System www.thehmt.com/FourFactors

http://www.thehmt.com/

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