Innovation in Carlsberg
Innovation in Carlsberg
Innovation in Carlsberg
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<strong>Innovation</strong> <strong>in</strong> <strong>Carlsberg</strong><br />
Involv<strong>in</strong>g users <strong>in</strong> the development process<br />
Lene Dyrby Andersen, Senior <strong>Innovation</strong> Manager<br />
November 28
Content<br />
<strong>Innovation</strong> <strong>in</strong> <strong>Carlsberg</strong><br />
InnoScope – consumer trends and<br />
<strong>in</strong>novation opportunity areas for <strong>Carlsberg</strong><br />
From <strong>in</strong>novation opportunity areas to<br />
ideas and concepts<br />
How to <strong>in</strong>volve consumers and customers<br />
throughout the development process<br />
GSM Strategy<br />
Slide 1
What is <strong>in</strong>novation at <strong>Carlsberg</strong>?<br />
Solo<br />
Smoothie<br />
Jacobsen<br />
Eve<br />
Tuborg<br />
Lite Holsten<br />
Lemon<br />
<strong>Carlsberg</strong><br />
Edge<br />
C900<br />
(super premium)<br />
Semper<br />
Ardens<br />
Pull-off cap<br />
Smart<br />
handle<br />
International<br />
bottles<br />
Ready to sell<br />
pallets<br />
Ready to sell<br />
pallet<br />
Club<br />
Bottle<br />
Extra Cold<br />
DraughtMaster<br />
System<br />
(Professional)<br />
DraughtMaster<br />
Home<br />
GSM Strategy<br />
Product <strong>in</strong>novations Packag<strong>in</strong>g <strong>in</strong>novations Equipment/technology<br />
<strong>in</strong>novations<br />
Xide<br />
Ste<strong>in</strong>ie Bottles<br />
Beat Crate<br />
Slide 2
Content<br />
<strong>Innovation</strong> <strong>in</strong> <strong>Carlsberg</strong><br />
InnoScope – consumer trends and<br />
<strong>in</strong>novation opportunity areas for <strong>Carlsberg</strong><br />
From <strong>in</strong>novation opportunity areas to<br />
ideas and concepts<br />
How to <strong>in</strong>volve consumers and customers<br />
throughout the development process<br />
GSM Strategy<br />
Slide 3
Sett<strong>in</strong>g the direction for <strong>in</strong>novation efforts is a corner<br />
stone <strong>in</strong> hitt<strong>in</strong>g the market with successful <strong>in</strong>novation<br />
Market pull<br />
<strong>Innovation</strong> strategy and<br />
ideageneration<br />
Technology push<br />
Idea<br />
development<br />
(stage 0)<br />
Idea<br />
screen<strong>in</strong>g/<br />
selection<br />
Stage 1<br />
(Concept)<br />
What is our market all<br />
about and are there<br />
unmet needs we can<br />
leverage?<br />
Development process Launch<br />
Gate 1<br />
Stage 2<br />
(Bus<strong>in</strong>ess<br />
case)<br />
Stage 3<br />
(Dev.. & test<strong>in</strong>g)<br />
Stage 4<br />
(Launch)<br />
Gate 2 Gate 3 Gate 4<br />
What competencies do<br />
we have that we can<br />
leverage?<br />
GSM Strategy<br />
Slide 4
F<strong>in</strong>d<strong>in</strong>g w<strong>in</strong>n<strong>in</strong>g ideas can be like f<strong>in</strong>d<strong>in</strong>g a needle <strong>in</strong> a<br />
haystack unless you are clear on consumer needs<br />
GSM Strategy<br />
Slide 5
Key part of <strong>in</strong>novation strategy process is to identify<br />
the relevant <strong>in</strong>novation areas we believe <strong>in</strong>...<br />
Describe growth target<br />
Describe ma<strong>in</strong> bus<strong>in</strong>ess challenges<br />
Identify and analyze key drivers<br />
Outl<strong>in</strong>e <strong>in</strong>novation areas<br />
Generate and select<br />
develop ideas<br />
Idea<br />
development<br />
(stage 0)<br />
Idea<br />
screen<strong>in</strong>g/<br />
selection<br />
Stage 1<br />
(Concept)<br />
Gate 1<br />
Stage 2<br />
(Bus<strong>in</strong>ess<br />
case)<br />
Stage 3<br />
(Dev.. & test<strong>in</strong>g)<br />
GSM Strategy<br />
Stage 4<br />
(Launch)<br />
Gate 2 Gate 3 Gate 4<br />
Slide 6
We are constantly bombarded with new trends<br />
Governmental & societal<br />
trends<br />
Grow<strong>in</strong>g<br />
government<br />
health costs<br />
Many & varied<br />
attitudes<br />
Speak to<br />
me <strong>in</strong> my<br />
language<br />
I want my<br />
brands to<br />
have attitude<br />
I want it<br />
my way<br />
Who do<br />
I trust<br />
anymore?<br />
I’m savvy with<br />
my money<br />
Polarisation<br />
of <strong>in</strong>come<br />
groups<br />
Pressure on <strong>in</strong>dustry<br />
to demonstrate<br />
”social responsibility”<br />
Help me<br />
enjoy life<br />
Help me<br />
feel safe<br />
I’m too<br />
young to<br />
be old<br />
Make my<br />
life easier<br />
I like to try<br />
new th<strong>in</strong>gs<br />
Make me<br />
feel happy<br />
Obesity - globally,<br />
more than 300 million<br />
obese people - 22 million<br />
under 5 years old<br />
Health &<br />
Wellbe<strong>in</strong>g – top<br />
global consumer<br />
concern<br />
Raised<br />
awareness and<br />
combat of alcohol<br />
and<br />
tobacco<br />
Polaris<strong>in</strong>g<br />
spend<strong>in</strong>g<br />
patterns<br />
European<br />
culture is<br />
becom<strong>in</strong>g<br />
more<br />
fem<strong>in</strong>ised<br />
Youthful behaviour<br />
across generations<br />
I want the<br />
most of my<br />
free time<br />
Because I’m<br />
worth it<br />
Make me<br />
look good<br />
Tell me<br />
who I am<br />
Consumer seek<br />
experiences<br />
and “the good<br />
story”<br />
Ris<strong>in</strong>g stress levels<br />
boost<strong>in</strong>g service<br />
consumption<br />
Overcomplexity<br />
-demand for<br />
simplicity<br />
Adopt<strong>in</strong>g a<br />
healthy lifestyle<br />
Increas<strong>in</strong>g multiethnic<br />
society – a<br />
large number of young<br />
adult ethnic<br />
consumers<br />
Bond<strong>in</strong>g time<br />
still more<br />
important<br />
Ethical &<br />
environmental<br />
concerns Grow<strong>in</strong>g <strong>in</strong>-home<br />
enterta<strong>in</strong>ment<br />
Trends <strong>in</strong><br />
foods & dr<strong>in</strong>ks<br />
Fem<strong>in</strong>isation of<br />
eat<strong>in</strong>g/dr<strong>in</strong>k<strong>in</strong>g<br />
culture<br />
Organic<br />
s<br />
Age<strong>in</strong>g<br />
populations<br />
(50+ club)<br />
The cash-rich<br />
and time-poor<br />
professionals<br />
Trad<strong>in</strong>g-Up:<br />
the New Luxury<br />
The rise<br />
of the<br />
urban<br />
s<strong>in</strong>gles<br />
Hyperconvenient<br />
food<br />
Functional<br />
Healthy<br />
Wellbe<strong>in</strong>g<br />
GSM Strategy<br />
Consumer group<br />
trends<br />
Women – <strong>in</strong>creas<strong>in</strong>g<br />
Power as shoppers<br />
and consumers<br />
Youth - a<br />
chang<strong>in</strong>g<br />
profile of young<br />
adults – drastically<br />
different<br />
values, needs<br />
and tastes<br />
Trends <strong>in</strong> leisure &<br />
lifestyle<br />
Freshness<br />
Local<br />
provenance<br />
& ‘alien’<br />
provenance<br />
Premiumisation<br />
Steady<br />
on-thego<br />
growth<br />
Explor<strong>in</strong>g<br />
new<br />
cuis<strong>in</strong>es<br />
Luxury<br />
commodities<br />
Food as primary<br />
driver, match<strong>in</strong>g<br />
dr<strong>in</strong>k with food<br />
Value brands<br />
& products<br />
Slide 7
Content<br />
<strong>Innovation</strong> <strong>in</strong> <strong>Carlsberg</strong><br />
InnoScope – consumer trends and <strong>in</strong>novation<br />
opportunity areas for <strong>Carlsberg</strong><br />
From <strong>in</strong>novation opportunity<br />
areas to ideas and concepts<br />
How to <strong>in</strong>volve consumers and customers<br />
throughout the development process<br />
GSM Strategy<br />
Slide 8
Go<strong>in</strong>g from territories to strategic direction<br />
and great ideas<br />
Choos<strong>in</strong>g the territory<br />
GSM Strategy<br />
Explor<strong>in</strong>g the territory & identify<strong>in</strong>g <strong>in</strong>sights!<br />
Create concepts<br />
Conduct consumer test<strong>in</strong>g<br />
Slide 9
Choos<strong>in</strong>g the priority territories for beer <strong>in</strong>novation<br />
Company/<br />
brand<br />
GSM Strategy<br />
Slide 10
Explore the territory - Creative sessions<br />
Most people can be creative – if facilitated and stimulated!<br />
GSM Strategy<br />
Slide 11
Explore the territory - Creative sessions<br />
The power of pre-work …<br />
GSM Strategy<br />
Slide 12
Explore the territory - Creative sessions<br />
Representation of multiple m<strong>in</strong>dsets …<br />
GSM Strategy<br />
Slide 13
Explore the territory - Creative sessions<br />
Inspir<strong>in</strong>g stimulus …<br />
GSM Strategy<br />
Slide 14
Explore the territory - Creative session<br />
Light and shade … <strong>in</strong>sights around motivations and barriers<br />
GSM Strategy<br />
Slide 15
Explore the territory - Creative sessions<br />
Get <strong>in</strong>spired from other categories…<br />
GSM Strategy<br />
Slide 16
Explore the territory - Creative sessions<br />
Us<strong>in</strong>g different creative techniques …<br />
Negative bra<strong>in</strong>storm<br />
GSM Strategy<br />
Slide 17
Explore the territory - Creative sessions<br />
Consumer/customer co-creation …<br />
GSM Strategy<br />
Slide 18
Explore the territory - Creative sessions<br />
Access<strong>in</strong>g experts …<br />
GSM Strategy<br />
Slide 19
Explore the territory - Creative sessions<br />
Many ideas … which one to pursue?<br />
GSM Strategy<br />
Slide 20
Content<br />
<strong>Innovation</strong> <strong>in</strong> <strong>Carlsberg</strong><br />
InnoScope – consumer trends and <strong>in</strong>novation<br />
opportunity areas for <strong>Carlsberg</strong><br />
From <strong>in</strong>novation opportunity areas to<br />
ideas and concepts<br />
How to <strong>in</strong>volve consumers and customers<br />
throughout the development process<br />
GSM Strategy<br />
Slide 21
Involv<strong>in</strong>g consumers and customers throughout the<br />
development process<br />
Research<br />
Objectives<br />
Research<br />
Methods<br />
• Identify the<br />
need! Strong<br />
consumer<br />
<strong>in</strong>sights are raw<br />
materials for<br />
great ideas!<br />
• MOTIVATION<br />
• BARRIERS<br />
•Observations<br />
•Etnographic<br />
techniques<br />
• In-dept<br />
<strong>in</strong>terviews<br />
–Infrequent<br />
users<br />
– Lead users<br />
– Experts<br />
Idea<br />
generation<br />
(Stage 0)<br />
Idea<br />
screen<strong>in</strong>g/selection<br />
Stage 1<br />
(Concept)<br />
• To explore and<br />
built the ideas<br />
• To screen the<br />
ideas to focus<br />
resources<br />
•Creative<br />
workshops<br />
with<br />
–Consumers<br />
– Experts<br />
–Customers<br />
• (Web-based)<br />
screen<strong>in</strong>g of<br />
ideas<br />
Gate 1<br />
Stage 2<br />
(Bus<strong>in</strong>ess<br />
Case)<br />
• To improve the<br />
concepts<br />
– Target<br />
–Position<strong>in</strong>g<br />
– Description<br />
–Name<br />
– Initial design<br />
• To provide <strong>in</strong>put<br />
for development<br />
briefs<br />
•Focus groups<br />
• Pair of friends<br />
Stage-gate<br />
model<br />
Stage 3<br />
(Development &<br />
Test<strong>in</strong>g)<br />
Stage 4<br />
(Launch)<br />
Gate 2 Gate 3 Gate 4<br />
• To optimize the<br />
product mix<br />
–Design<br />
–Product<br />
–Price<br />
–Promotion<br />
• To support f<strong>in</strong>al<br />
launch decision<br />
• Taste tests (<strong>in</strong>home)<br />
• Quant concept<br />
tests (test<strong>in</strong>g<br />
name, design<br />
etc.)<br />
• Micro-test<br />
(market<br />
simulation<br />
model)<br />
GSM Strategy<br />
Stage 5<br />
(Evaluation)<br />
•To ensure that<br />
we learn from<br />
our product<br />
launches<br />
• To evaluate the<br />
degree of<br />
success after<br />
launch<br />
• Brand track<strong>in</strong>g<br />
• Post-test<br />
evaluation (qual<br />
or quant)<br />
Slide 22
Start<strong>in</strong>g po<strong>in</strong>t for all great ideas are true <strong>in</strong>sights –<br />
which can be quite hard to f<strong>in</strong>d!<br />
Look to other<br />
categories<br />
Talk Talk to to experts experts<br />
Look to the future<br />
Trends<br />
Look at the whole product<br />
experience cycle<br />
Observe, ask, listen, reflect<br />
UNDERSTAND<br />
Learn from the consumer<br />
GSM Strategy<br />
Learn from customers<br />
On and off-trade<br />
Learn from the shopper<br />
Slide 23
Examples of gett<strong>in</strong>g <strong>in</strong>sights<br />
Ethnographic study <strong>in</strong> bars and pubs<br />
Liv<strong>in</strong>g the life of our customers – what motivates, what are the problems?<br />
GSM Strategy<br />
“I spend a lot of my time <strong>in</strong><br />
my office on the w<strong>in</strong>es, I<br />
enjoy do<strong>in</strong>g that”<br />
Tim, owner of Fire&Ice<br />
“I don't like the taste of beer.<br />
When asked for a<br />
recommendation, I<br />
recommend the strawberry<br />
margarita because I like it<br />
myself. M<strong>in</strong>na, Santa Fe, FI<br />
Slide 24
Examples of gett<strong>in</strong>g <strong>in</strong>sights<br />
Trendstudy and creative sessions with female firstmovers<br />
GSM Strategy<br />
Women are buy<strong>in</strong>g around 33% of alcoholic dr<strong>in</strong>ks on-trade – but often not beer!<br />
Why?<br />
Slide 25
Examples of gett<strong>in</strong>g <strong>in</strong>sights<br />
Involv<strong>in</strong>g bar owners and bartenders <strong>in</strong> develop<strong>in</strong>g<br />
new exclusive product<br />
How to fight back aga<strong>in</strong>st champagne and cocktails <strong>in</strong> trendy bars?<br />
GSM Strategy<br />
Slide 26
Examples of gett<strong>in</strong>g <strong>in</strong>sights<br />
In-dept personal <strong>in</strong>terviews with <strong>in</strong>frequent dr<strong>in</strong>kers<br />
Not choos<strong>in</strong>g beer is not only a matter of dislike of product taste…<br />
GSM Strategy<br />
Slide 27
Not always big “professional” studies!<br />
Just talk to your users, shoppers, buyers etc.!<br />
How to connect to young people?<br />
GSM Strategy<br />
Slide 28
Not always big “professional” studies!<br />
Just talk to your users, shoppers, buyers etc.!<br />
Speed-dat<strong>in</strong>g!<br />
GSM Strategy<br />
Slide 29
Customers, shoppers and consumers<br />
have different needs!<br />
Consumers are not alike!<br />
Consumers are not always the same!<br />
They are chang<strong>in</strong>g!<br />
They are most likely not like you!<br />
Observe, ask, listen, reflect!<br />
Get to understand their needs!<br />
GSM Strategy<br />
Slide 30
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