Innovation in Carlsberg Involving users in the development process
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1 Innovation in Carlsberg Involving users in the development process Lene Dyrby Andersen, Senior Innovation Manager November 28
2 Content Innovation in Carlsberg InnoScope consumer trends and innovation opportunity areas for Carlsberg From innovation opportunity areas to ideas and concepts How to involve consumers and customers throughout the development process Slide 1
3 What is innovation at Carlsberg? Product innovations Packaging innovations Equipment/technology innovations Steinie Bottles Jacobsen Eve Pull-off cap Extra Cold Solo Smoothie Semper Ardens Beat Crate Smart handle Tuborg Lite Holsten Lemon Xide International bottles DraughtMaster Home Club Bottle Carlsberg Edge C900 (super premium) Ready to sell pallets Ready to sell pallet DraughtMaster System (Professional) Slide 2
4 Content Innovation in Carlsberg InnoScope consumer trends and innovation opportunity areas for Carlsberg From innovation opportunity areas to ideas and concepts How to involve consumers and customers throughout the development process Slide 3
5 Setting the direction for innovation efforts is a corner stone in hitting the market with successful innovation GSM Strategy Market pull What is our market all about and are there unmet needs we can leverage? Innovation strategy and ideageneration Development process Launch Idea development (stage 0) Stage 1 (Concept) Stage 2 (Business case) Stage 3 (Dev.. & testing) Stage 4 (Launch) Idea screening/ selection Gate 1 Gate 2 Gate 3 Gate 4 Technology push What competencies do we have that we can leverage? Slide 4
6 Finding winning ideas can be like finding a needle in a haystack unless you are clear on consumer needs GSM Strategy Slide 5
7 Key part of innovation strategy process is to identify the relevant innovation areas we believe in... GSM Strategy Describe growth target Describe main business challenges Identify and analyze key drivers Outline innovation areas Idea development (stage 0) Stage 1 (Concept) Stage 2 (Business case) Stage 3 (Dev.. & testing) Stage 4 (Launch) Generate and select Idea screening/ selection Gate 1 Gate 2 Gate 3 Gate 4 develop ideas Slide 6
8 We are constantly bombarded with new trends Governmental & societal trends Growing government health costs Many & varied attitudes I want my brands to have attitude I want it my way Polarisation of income groups Pressure on industry to demonstrate social responsibility Help me enjoy life I m too young to be old Make my life easier Obesity - globally, more than 300 million obese people - 22 million under 5 years old Health & Wellbeing top global consumer concern Raised awareness and combat of alcohol and tobacco Polarising spending patterns European culture is becoming more feminised Youthful behaviour across generations I want the most of my free time Make me look good Consumer seek experiences and the good story Rising stress levels boosting service consumption Overcomplexity -demand for simplicity Adopting a healthy lifestyle Ethical & environmental concerns Increasing multiethnic society a large number of young adult ethnic consumers Bonding time still more important Growing in-home entertainment Feminisation of eating/drinking culture Ageing populations (50+ club) The cash-rich and time-poor professionals Trading-Up: the New Luxury The rise of the urban singles Hyperconvenient food Functional Healthy Consumer group trends Women increasing Power as shoppers and consumers Youth - a changing profile of young adults drastically different values, needs and tastes Trends in leisure & lifestyle Steady on-thego growth Exploring new cuisines Speak to me in my language Who do I trust anymore? I m savvy with my money Help me feel safe I like to try new things Make me feel happy Because I m worth it Tell me who I am Trends in foods & drinks Organic s Wellbeing Freshness Local provenance & alien provenance Premiumisation Luxury commodities Food as primary driver, matching drink with food Value brands & products Slide 7
9 Content Innovation in Carlsberg InnoScope consumer trends and innovation opportunity areas for Carlsberg From innovation opportunity areas to ideas and concepts How to involve consumers and customers throughout the development process Slide 8
10 Going from territories to strategic direction and great ideas GSM Strategy Choosing the territory Exploring the territory & identifying insights! Create concepts Conduct consumer testing Slide 9
11 Choosing the priority territories for beer innovation Company/ brand Slide 10
12 Explore the territory - Creative sessions Most people can be creative if facilitated and stimulated! Slide 11
13 Explore the territory - Creative sessions The power of pre-work Slide 12
14 Explore the territory - Creative sessions Representation of multiple mindsets Slide 13
15 Explore the territory - Creative sessions Inspiring stimulus Slide 14
16 Explore the territory - Creative session Light and shade insights around motivations and barriers Slide 15
17 Explore the territory - Creative sessions Get inspired from other categories Slide 16
18 Explore the territory - Creative sessions Using different creative techniques Negative brainstorm Slide 17
19 Explore the territory - Creative sessions Consumer/customer co-creation Slide 18
20 Explore the territory - Creative sessions Accessing experts Slide 19
21 Explore the territory - Creative sessions Many ideas which one to pursue? Slide 20
22 Content Innovation in Carlsberg InnoScope consumer trends and innovation opportunity areas for Carlsberg From innovation opportunity areas to ideas and concepts How to involve consumers and customers throughout the development process Slide 21
23 Involving consumers and customers throughout the development process GSM Strategy Stage-gate model Idea generation (Stage 0) Stage 1 (Concept) Stage 2 (Business Case) Stage 3 (Development & Testing) Stage 4 (Launch) Stage 5 (Evaluation) Idea screening/selection Gate 1 Gate 2 Gate 3 Gate 4 Research Objectives Identify the need! Strong consumer insights are raw materials for great ideas! MOTIVATION BARRIERS To explore and built the ideas To screen the ideas to focus resources To improve the concepts Target Positioning Description Name Initial design To provide input for development briefs To optimize the product mix Design Product Price Promotion To support final launch decision To ensure that we learn from our product launches To evaluate the degree of success after launch Research Methods Observations Etnographic techniques In-dept interviews Infrequent users Lead users Experts Creative workshops with Consumers Experts Customers (Web-based) screening of ideas Focus groups Pair of friends Taste tests (inhome) Quant concept tests (testing name, design etc.) Micro-test (market simulation model) Brand tracking Post-test evaluation (qual or quant) Slide 22
24 Starting point for all great ideas are true insights which can be quite hard to find! GSM Strategy Look to the future Trends Learn from the consumer Look to other categories Talk Talk to to experts experts Learn from customers On and off-trade Look at the whole product experience cycle Learn from the shopper Observe, ask, listen, reflect UNDERSTAND Slide 23
25 Examples of getting insights Ethnographic study in bars and pubs GSM Strategy Living the life of our customers what motivates, what are the problems? I spend a lot of my time in my office on the wines, I enjoy doing that Tim, owner of Fire&Ice I don't like the taste of beer. When asked for a recommendation, I recommend the strawberry margarita because I like it myself. Minna, Santa Fe, FI Slide 24
26 Examples of getting insights Trendstudy and creative sessions with female firstmovers GSM Strategy Women are buying around 33% of alcoholic drinks on-trade but often not beer! Why? Slide 25
27 Examples of getting insights Involving bar owners and bartenders in developing new exclusive product GSM Strategy How to fight back against champagne and cocktails in trendy bars? Slide 26
28 Examples of getting insights In-dept personal interviews with infrequent drinkers GSM Strategy Not choosing beer is not only a matter of dislike of product taste Slide 27
29 Not always big professional studies! Just talk to your users, shoppers, buyers etc.! GSM Strategy How to connect to young people? Slide 28
30 Not always big professional studies! Just talk to your users, shoppers, buyers etc.! GSM Strategy Speed-dating! Slide 29
31 Customers, shoppers and consumers have different needs! Consumers are not alike! Consumers are not always the same! They are changing! They are most likely not like you! Observe, ask, listen, reflect! Get to understand their needs! Slide 30
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