Innovation

At Advisium Group we help companies to INNOVATE through a very open perspective, which helps to bring changes to their USPs (Unique Selling Propositions) and the ways their product is placed, sold and consumed.

We help organizations to be fast, lean and flexible to profit from Innovation, which doesn't always need to be disruptive and dramatic, a very first step always to be considered should be RENNOVATION. At Advisium Group, we understand that innovation is not just a one day matter and that “To every action there is an equal and opposite reaction…”

Our approach managing the innovation funnel comprises five steps:

• FEED THE IDEAS GREENHOUSE: Feed the innovation funnel by screening continuously for market opportunities. Some methods for this goal include shopper / consumer insights intelligence, ethnographic research, benchmarks with similar markets and creativity sessions with the entire organization (Sales-Force, Brand Managers, Trade Marketers, R&D Teams, Customer Service…).


• SELECT & PRIORITIZE: Develop new innovation initiatives portfolios based on a strategic projection of what should be accomplished in the short, mid and long term. We use market fit, brand fit, relevance and uniqueness, as well as feasibility and direct economic criteria


• MODEL & DEVELOP: Lead new product development initiatives through specific Project Management practices in innovation that help to rightly allocate required resources and to analyze in depth the financial and commercial impact of the innovation initiatives. We help you build the concepts and its key communication territories. For this purpose we do a strategic map a of the needstates that each concept is going to target and then we make sure that the concept is developed consistently, from its insight, to its benefits, reason-to-believe, key messages, moments and rituals.


• TEST & OPTIMIZE: Lead sets of concept screening and pilot tests, which help the organization to identify fine-tuning areas. These opportunities are then targeted and optimized to increase the probabilities of a successful launch. During these tests we try to involve not only marketing people, but sales, trademarketing, R&D and operations staff.


• LAUNCH & MONETIZE: Perform all the launch activities and manage all the post-launch daily activities, success measurement and initiatives for optimization too (including price fine-tuning, tradepromotion, organoleptics improvement, etc).

We help companies to lead and structure innovation initiatives around the following areas:

I. Products/Services Innovation. We help companies to generate a new product “from scratch” and / or to innovate through any of their products’ essential attributes:

• Format / packaging
• Usage / storage / disposal
• Claim / positioning / communication
• Consumption / purchasing moments
• Interaction with other products / services

II. Sales model Innovation. We help companies to innovate their Sales and Trading Model through:

• New channel relationship / collaboration models
• New market / channels entry strategy
• New models to accelerate sales conversion

III. Business models Innovation. We help companies to innovate their business models by designing, modeling and launching:

• New business models
• New corporate / sales / innovation / marketing / service culture

Do you want to know what we can do for you?

Every year we analyze the Key Trends in Foods and beverages New Product Launches and Go-to-Market Actions based on relevant needstates. This report is used as a key insightby marketing people in many marketing organizations in Europe, if you want to know more click here.

 

Click here for a list of examples of our Innovation Advisory and Interim Management capabilities.

You should be aware that we consider OBSOLETE the following visions regarding innovation and we actually think that they can potentially destroy your business:

• Innovation is always something complex, chaotic and scarcely manageable
• Innovation is only useful on bullish years
• Innovation is suitable only for a few "creative gurus" talking to "lab rats"