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Building an Innovation Platform

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Building an Innovation Platform EBFEUROPEAN BUSINESS FORUM The European perspective on management www.ebfonline.com Observations Consumer goods companies day – offered a platform to entrepreneur used the insight as Building an typically look to innovation to open reposition its yogurt and biscuit a platform to launch OverTime, new streams of revenue, stay products for innovation and growth. a business that makes a line of innovation ahead of competitors and justify Danone identified a new occasion grooming products branded OT, price increases. But nine out of ten for health-based innovation: just for boys ages 9 to 16. The platform innovations die in the pipeline, and breakfast. Traditionally, the firm’s platform led to a range of products about three-quarters fail after yogurts and biscuits competed that iterate on boy-friendly launch. Searching for growth, the in both the snack and dessert packaging (Pit Defense deodorant, temptation is to pump out more categories for the whimsies of Lid Lock hair gel, and so on). and more in hopes of finding a few mid-day munchers. But breakfast, Companies need to be as big winners – often an expensive Danone noted, was an occasion rigorous as they can in assessing Cand ineffective approach. where consumers not only wanted the potential of their new product There is a better and less costly healthy choices, but also exhibited portfolios. Many organisations way. It involves screening what high product loyalty, eating the simply add up the revenue potential goes into the pipeline far more same thing day after day. Danone of the products in their pipeline carefully by using innovation innovated its formulas, creating and assume they have enough “platforms” to generate ideas with yogurts and yogurt drinks that innovation to meet their growth higher potential and lower risks contained special enzymes to aid goals. When pushed to quantify the of failure. That approach provides digestion (Activia and Actimel). And net-expected value of the pipeline parameters for innovation and gives it developed convenience – after product failure, cannibalisation lift – you don’t have to start from packaging that combined yogurts and competition – the shortfall scratch each time, but can tee up with cereals (Light & Fit Crave often comes as a shock. big-hit innovation that offers Control). It repeated the approach Developing innovation platforms “repeatability” across product lines. with its biscuits line, developing allows companies to select It is an approach that car nutritious breakfast biscuits. products from their portfolios that makers and technology firms have Growth followed. Launched in have the best chance of success. used to build multiple models from 1997, by 2004, Actimel yogurt To succeed, consumer product the same core parts, but that drinks accounted for 16 per cent companies need to understand consumer goods makers have only of Danone’s yogurt sales in France. the true size of their “innovation begun to exploit and adapt broadly. The right innovation platform gap”, investing in consumer In car manufacturing, a platform can lead to a new business. One insights to develop platforms, and may be a new technology – say, a entrepreneur, who came up then making sure those platforms new engine. In consumer products, through the school of market have the right resources to thrive. it is more likely to be a consumer research at Procter & Gamble, insight that fosters new product saw huge potential for innovation innovation including “occasions”, around the interest teenage boys Nicolas Bloch is managing partner channels and packaging. began to take in personal for Bain & Company Belgium and leader Take Danone. In the 1990s, grooming. The US market included in the firm’s European Consumer Products it saw that consumers’ increasing 22 million pre-teens and young Practice. Kara Gruver is a partner in concern for healthy eating – in teens who had no personal care Boston and leader in the firm’s Consumer particular a healthy start to their products made just for them. The Products Practice. REPUBLISHED FROM EBF ISSUE 28, SPRING 2007.
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