nivea_consumer cocreation at beiersdorf consumer co creation at beiersdorf.pdf

8/17/2019 NIVEA_CONSUMER COCREATION AT BEIERSDORF CONSUMER CO CREATION AT BEIERSDORF.pdf

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The Case of Nivea Body Care

Volker Bilgram, HYVE AG

Dr. Stefan Biel, Beiersdorf AG

MRS Conference Research 2010

London, March 23-24

Consumer Co-Creation at Beiersdorf


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http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/ (Creative Commons)


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Co-creating new products at Nivea

Listen

Ideate

Enhance

Evaluate

Refine

Conceptualize

Co-CreatingNew Products


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Listening to the consumer conversations in social media


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i use rexona atm..but im thinking of changing to

mens deodrant since its been getting rather hot lately

http://www.bubhub.com.au/community/forums/showthread.php?t=138201&

highlight=deodorant&page=2

I like dove too, that is what I use, I

have the one with the cucumber

smell, you'd think that'd be gross

but I loooove it!

http://www.divine.ca/forum/en/viewtopic.php?t=499&p

ostdays=0&postorder=asc&start=0

I'm happily sitting here with the smell of Old Spice wafting to my nose and I'm reminded of

the smells of my youth when every kid's father smelled just like I do now . On the one

hand it's bringing me back to my youth. On the other hand, I'm feeling old.

http://forums.eslcafe.com/korea/viewtopic.php?t=21646&postdays=0&postorder=asc&start=0

I use men's deodorant, lynx roll on antiperspirant or spray to be exact. I never smell even

after a workout. I don't like the smell of women's deodorant and personally don't think it's

strong enough

http://www.bubhub.com.au/community/forums/showthread.php?t=138201&highlight=deodorant&page=2

I have a bad habit, I can`t stand several smells. I never got completely satisfied with the deodorants I

used. The last one was Dove, I loved it... but the smell of it conflicted with my perfume in the clothes.

http://forum.autohoje.com/showthread.php?t=35412&page=2

Original consumer statements on scents


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Gaining consumer insights and product solutions from

conversations in social media

Social Media

Selection

Data Analysis

and Insights

1 2 3 4 5

Research

Definition

Social Media

ObservationProduct

Solutions

p r o d u c t


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Benefits of listening to your customers via Netnography

Immerse yourself in the consumers‘ world and

conversations

Meet your customers in a natural and unaffected environment

Listen to hundreds of consumers and get toknow them before you talk to them and enter

into a deeper relationship

Get a deep understanding of your customers‘ true and

anadulterated needs and concerns

Gain rich consumer insights in an unobtrusive way


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Listen

Ideate

Enhance

Evaluate

Refine

Conceptualize



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How do we innovate best?

“The best way to have

a good idea is to havea lot of ideas.“

Linus Pauling


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So now we have a lot of ideas…


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Listen

Ideate

Enhance

Evaluate

Refine

Conceptualize



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Enriching and selecting ideas in an online co-creation study

Idea EnrichmentIdea Evaluation Developers’ Index

Idea ExplorationImmersion into Topic

1 2

3 4 5


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Benefits of involving consumers for idea enrichment and selection

Identify diamonds in the rough and select the best ideas

Ask the right questions in the language of your customers

Have consumers enrich and further developthe ideas and concepts in a playful and

compelling environment

Find new fields of application for product ideas

Get consumer feedback in an early stage of

New Product Development


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Listen

Ideate

Enhance

Evaluate

Refine

Conceptualize



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Refining and conceptualizing product ideas with lead users


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How to embark on a continuous co-creation strategy

Ideas & Concepts Design & Engineer Test & Launch

search &

acquire Co-

CreationProject

assimilate

& exploitopenclosed

NetnographyOnline

Co-Creation

Study


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Volker Bilgram

Co-Creation Research

e-mail: [email protected]

phone: +49-89-189 081-409

web: hyve.de

twitter: HYVE_CoCreation

blog: value-co-creation.blogspot.com

profile: https://www.xing.com/profile/Volker_Bilgram
http://www.hyve.de/http://www.twitter.com/HYVE_CoCreationhttp://www.value-co-creation.blogspot.com/https://www.xing.com/profile/Volker_Bilgramhttps://www.xing.com/profile/Volker_Bilgramhttps://www.xing.com/profile/Volker_Bilgramhttp://www.value-co-creation.blogspot.com/http://www.value-co-creation.blogspot.com/http://www.value-co-creation.blogspot.com/http://www.value-co-creation.blogspot.com/http://www.value-co-creation.blogspot.com/http://www.twitter.com/HYVE_CoCreationhttp://www.hyve.de/

nivea_consumer cocreation at beiersdorf consumer co creation at beiersdorf.pdf

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