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