| When: | Friday, Apr 11,2014 - 07:04 to Friday, Apr 11,2014 - 07:04 |
- For an FMCG company Marketing leads the innovation agenda as at the end of the day it has to be consistent with brand strategy to serve the consumers in a “branded” way.
- For a global organization it is important to have a “innovation” strategy and have key metrics to measure yourself against that strategy (eg : what is the turnover expected from innovations, what are the quality metrics)
- It is important to organize to deliver innovation quickly into the market. The role of marketing is central is central to this. Clear roles and responsibilities needed for each part of the marketing organization
- Quality of innovation process and rigor in testing is very important for Big innovations. This helps to make the right investment decisions in the organization
- The challenges that exist are : Number and timing of innovations. Rigor in ROI measurement. Marketing getting stretched to project management. The “internal selling” of the innovations to ensure bigness in execution.
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