Searching for Wining products Dorothy MackenzieChairmanDragon Brand Consulting Ltd1 Craven HillLondon W2 3EH

dorothy.mackenzie@dragonbrands.com

What are the secrets of new product success nowadays?

• What are the ‘golden tools’ for creating innovative products that are successful in the market?

InsightForesightBrand belief

Insight

The starting point

• Finding real insights• Interpreting these within the right context• And doing this all quickly without being overwhelmed by huge

research studies

“A consumer insight is a fundamental human truth about how people think, feel or act, delivered in a fresh unexpected way”

“Insight is about getting information about what people do and think, understanding why, and spotting what you can do to address their problem or opportunity”

“Insight is about seeing inside the consumer”

What is insight?

Digging Deep

• Observing consumer behaviour - what drives their consumption patterns?

• What are they like as people - not just consumers

• What don’t they like? • Talking to people

– Consumers– Customers– Opinion leaders– Internal

• Analysing data• Studying market dynamics - who do

you really compete with?

Applying Insights

• Understanding consumer needs - expressed and articulated• Understanding consumer and

market segmentation• Defining the core target tightly and

lucidly • Projecting the brand into the future

Bringing insight to life

• Dramatise the insights and present them simply - e.g.– Consumer portraits– World of the consumer– Video diaries

• Or take people to see and experience them themselves

Bringing insight to life

Insight: the reality

• Insight is an over-used term, yet is still the fundamental driver behind successful innovation• Insights are scary because they can come from a variety of

sources and there are no hard and fast rules• Insights about emerging behaviours and changing attitudes are a

great source for stimulating new product ideas• You know very quickly when you have got a good one!

Foresight

Looking Around : what’s going on?

• Other markets - new ways of thinking about things• Competitor behaviour (all

competitors, not just the obvious ones)• Trends - catgory, market, society• Culture

Dragon Societal trends…

VULNERABILITY

END TO INDUSTRIAL VALUES

QUEST FOR PERFECTION

POWERFUL NATURE

CREATIVE SPIRITS

SIMPLE CONVENIENC

E

NEW INTIMACY

Creating a brand people believe in

trustedto deliver on promises

A brand people believe in

inspiringsomething extra, beyond normal expectations

importantrelevant with a special place in peoples lives

likedaccessible and in tune with their audiences

connecting on a deeper emotional level with your

audience

Creating innovation people believe in

BrandSuccess

Belief

Insight Foresight

We looked out 100 Innovative Brands…• ACE bleach• Kettle Chips• Brunchettas• Spontex Rub Out• Jacobs Essential Crackers• Aquafresh Zones• J2O• Kid Stuff Crazy Soap• Oats So Simple• Tesco Serves 1• Persil Aloe Vera• Tesco Finest• Pampers Kandoo• Kelloggs Muddles• Dettol Easy Wipe• Walkers Stax• Rustlers• Oust odour eliminator• Felipo Berio olive oil spread• Go Ahead yogurt• Bachelors Cup a Soup • Philadelphia Light mini tubs

• Jacobs Thai Bites

• Walls mini sausages

• Magicool body cooler and freshener

• Frubes

• Kleenex Balsam

• Mr Muscle orange wipes

• Robinsons Fruit Shoot

• Quaker Snack a Jacks

• Kelloggs Nutrigrain

• Old El Paso Dinner kit

• Calgon tablets

• Kelloggs Fruit Winders

• Tesco easy steam range

• Febreze Fabric Freshener and allergy reducer

• Comfort Easy Iron

• Mr Sheen wipes

• Lurpak Spreadable

• Persil washing up liquid, baking soda

• Covent Garden soup

• Johnsons baby softwash

• Pampers Activefit

• Mattesons shaped meat slices

• Tetley well being bags• Schwartz Real Paste• Hellmans two part dressing and paste• Knorr Sizzle and Stir• Mr Muscle Shower Shine• Hovis Best of both• Pot Noodle (hot)• Tesco Carb Control• Glade Touch n Fresh kitchen• Lux Bath• Heinz upside down tomato ketchup pack• Muller• McVities Hob Nob Flapjack• Doritos Dippers• Bisto Best Premium Yorkshire puddings• Tzone spot zapping stick• Heinz Tomato Frito• Fruit Bowl Fruit Bars• Garnier Pure (505 stick)• Tesco safety buds• Comfort Pearls

We explored which appeared to be supported by clear consumer insights

• Insight tracking sessions with over 50 Marketing Directors, Marketing Managers and Innovation Managers…• What were the main themes?• Are the insights obvious?• Does the product address a real need?• Which products stood out due to the ‘obviousness’ of the

consumer insight?

Top 10 insight-based innovations

The innovations that worked…

Insights

Current Future

ProductBrand

ConsumerSector

Needstate/occasion

Substitution New

what will it add?what will it replace?what will it do differently?why is it making life easier?

Commercial sanity

Can it work?

will it do what it says?will it deliver?exceed expectation?

Table discussion:Take five innovations - what was the ‘insight’ and the need being fulfilled?

InsightForesightBrand belief