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MAKING INNOVATION STICK: THE KEYS TO LONG-TERM SUCCESS

MAKING INNOVATION STICK: THE KEYS TO LONG-TERM SUCCESS. December 14 , 2012. Presented By: CHRIS CASEY BARRY CALPINO NIELSEN KRAFT FOODS. TODAYS PRESENTERS. CHRIS CASEY SENIOR VICE PRESIDENT, GLOBAL INNOVATION PRACTICE LEADER NIELSEN. BARRY CALPINO

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MAKING INNOVATION STICK: THE KEYS TO LONG-TERM SUCCESS

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  1. MAKING INNOVATION STICK: THE KEYS TO LONG-TERM SUCCESS December 14, 2012 Presented By: CHRIS CASEY BARRY CALPINO NIELSEN KRAFT FOODS

  2. TODAYS PRESENTERS CHRIS CASEY SENIOR VICE PRESIDENT, GLOBAL INNOVATION PRACTICE LEADER NIELSEN BARRY CALPINO VICE PRESIDENT, GLOBAL BREAKTHROUGH INNOVATION NORTH AMERICA, NEW PRODUCT DEVELOPMENT, KRAFT FOODS GROUP

  3. INNOVATION IS CHALLENGING 2/3 INNOVATIONS FAIL TO SUSTAIN FIRST YEAR SALES IN YEAR 3 INNOVATIONS DECLINING 6% PER YEAR

  4. TAKING A LONG VIEW TO SUCCESS IS CRITICAL MILLIONS 45 40 SMOOTH AWAY SALES IN ITS FIRST THREE YEARS 35 30 25 20 15 10 5 0 YEAR 1 YEAR 2 YEAR 3

  5. BREAKTHROUGH INNOVATION CRITERIA FOR SUCCESS DISTINCTIVENESS RELEVANCE CATEGORY IMPACT ENDURANCE

  6. SILVER BREAKTHROUGH INNOVATION LEADERS Keebler Townhouse Flip Sides Cracker MGD 64 Always Infinity 2008 2009 Nature’s Pride Variety Bread Olay Pro X Align Tide Stain Release 2010 Kellogg’s Special K Fruit Crisps Oscar Mayer Selects Lean Cuisine Market Creations

  7. GOLDBREAKTHROUGH INNOVATION LEADERS 2008 Desert Glory Nature Sweet Cherubs K-Y Yours+Mine Powerade ION 4 Zero Wonderful Pistachio Tide Total Care 2009 Sobe Life Water Zero Trop 50 Trident Layers Plan B One-Step Next Choice Dove Men+Care Bud Select 55 2010 Silk Pure Almond Milk Thomas’ Bagel Thins Schick Hydro U by Kotex PF Chang’s Home Creations

  8. PLATINUM BREAKTHROUGH INNOVATION LEADERS 2008 Zyrtec Bud Light Lime Arnold Select Sandwich Thin Chobani Prevacid 24 HR 2009 2010 vitaminwater zero

  9. THE ANATOMY OF SUCCESS

  10. IDENTIFYING UNMET DEMAND • DISCOVERING A FUNDAMENTAL SHIFT IN TASTE PREFERENCES • FOCUSING WITH PRECISION ON A NEW NEED-STATE • QUANTIFYING THE OPPORTUNITY FOR INCREMENTAL GROWTH

  11. CREATING A DISTINCTIVE CONCEPT SHIFTING ECONOMIC EQUATION BENEFIT IMPORTING RECONFIGURING DELIVERY LEVERAGING BRAND PLATFORMS BREAKING HISTORIC TRADE-OFFS

  12. DEVELOPING A MARKET READY OFFER

  13. ACTIVATING AT LAUNCH AVERAGE ANNUAL REVENUES (MILLIONS)

  14. BREAKTHROUGH INNOVATION SHOWCASE

  15. 2011 ONES TO WATCH • ALLEGRA • HUGGIES LITTLE MOVERS • MIO • SKINNY COW CONFECTIONS • KELLOGG’S SPECIAL K CRACKER SNACKS • TALKING RAIN SPARKLING ICE ENHANCED WATER • NABISCO NEWTONS FRUIT THINS • PHILADELPHIA COOKING CRÈME • VELVEETA SKILLET MEALS

  16. BREAKTHROUGH INNOVATION-KRAFT’S RECIPE FOR SUCCESS December 14TH, 2012 BARRY CALPINO- KRAFT FOODS GROUP

  17. THE NEW INNOVATION GAME INNOVATION LEADERSHIP CONSISTENT, DISCIPLINED INNOVATIONPROCESS

  18. KRAFT’S INNOVATION RECIPE • CONSISTENT, DISCIPLINED APPROACH • FEWER, BIGGER, BETTER • KEEP INVESTING, KEEP EXPANDING • CONSUMER & CUSTOMER DELIGHT • SPIRIT OF “POSITIVE DISCONTENT”

  19. “Trust me, Bill runs schemes based on the players he has, not the other way around''

  20. FAST OUT OF THE BLOCKS

  21. THE MOMENT OF TRUTH

  22. DISCIPLINE DEFINED FOR KRAFT • TIER 1 BIG BETS WE WILL CONTINUE OUR PROGRESSION TOWARDS BIGGER BETTER FEWER ITEMS! • LARGE PLATFORMS • MULTI-YEAR PIPELINES AND SUBSTANTIAL A&C SPEND • MARGIN ACCRETIVE • SIGNIFICANT AMOUNT OF RESOURCE SUPPORT • TIER II • MEDIUM PLATFORMS • MODEST A&C SPEND • MARGIN NEUTRAL • MODEST AMOUNT OF RESOURCE SUPPORT • TIER III • SMALL LINE EXTENSIONS • MINIMAL TO NO A&C SPEND • MARGIN NEUTRAL • MINIMAL AMOUNT OF RESOURCE SUPPORT

  23. THREE BIG WINS FOR KRAFT FOODS MIO VELVEETA SKILLETS OSCAR MAYER SELECTS

  24. MIO

  25. VELVEETA SKILLETS

  26. Liquid Gold

  27. OSCAR MAYER SELECTS

  28. FEWER, BIGGER, BETTER IMPROVEMENT 2010 2011 2012* 2010 2011 2012 SOURCE: KRAFT FINANCIAL SHIPMENT DATA, 3 YEAR ROLLING AVERAGE;*2012 REVENUE IS YTD XAOC NIELSEN ESTIMATE

  29. NEW APPROACH PRODUCING RESULTS SOURCE: TOTAL KRAFT FOODS SHIPMENTS + NIELSEN ALL OUTLET SCAN DATA, 3 YEAR ROLLING AVERAGE

  30. “Worst to First''

  31. “When You’re Through LearningYou’re Through”

  32. ENSURE YOU’RE DEVELOPING A BREAKTHROUGH INNOVATION LEADER • GO LONG – SUCCESS IS EARNED OVER MULTIPLE YEARS • FOCUS ON DEMAND-DRIVEN INNOVATION • ITERATE AND REFINE YOUR INITIATIVES BEFORE LAUNCH • DEVELOP YOUR ACTIVATION: ARE YOU A SPRINTER OR MARATHONER?

  33. Q&A Thank you for attending • If you have follow-up questions or want more information, please contact your Nielsen Professional Services Representative. • If you are not a current Nielsen client, please contact us: • Phone: 800-553-3727 • email: CPGSolutions@nielsen.com OR if you have any questions regarding the content of this webinar, you can also contact: • Chris Casey, email:chris.casey@nielsen.com

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