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"Simply put: innovation isn't what
innovators do; it's what customers, clients, and
people adopt"
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Outline
The course updates theoretical and practical topics of
both the new trends of brand and product innovation, and
the new strategies to consumer´s visual experience
management, which altogether support the new commercial
efforts focused to consumer´s value generation.
It presents the most modern basic information, with
practical examples, about how to understand and improve
critical visual consumer´s experiences like
communication, purchasing, product consumption or usage
and final results, those where consumer value is
generated. It has been designed to contribute to brand
and product innovation in the following categories: food
and beverages, personal and beauty products, household
care, and laundry.
Audience
The course is focused to people in charge of
Innovation. The professionals responsible of
Brand Management and Product Development will have
an excellent and practical opportunity to double check
the basic concepts around brand and product
innovation, as well as to become familiar with the
new high-potential strategy route to improve
consumer´s visual experiences at relevant market
scenarios.
The professionals working on Media and Publicity,
Market Research, Quality Control and Laboratory Analysis,
will find the course as an important frame of reference
to understand consumer experiences and to focus their
specific activities in line with brand and product
innovation.
The course has been designed to individuals working
directly on the solutions of problems and looking on new
ways to conduct research, as well as to whom are
searching for preventive or corrective measures in
relation with consumer products categories where the
visual experience plays a critical role on consumer value
generation, like:
- beauty and personal products
- food and beverages
- household care
- laundry
Course Description and
Objectives
In the last years an important number of consumer
products companies have experimented gain erosions, lack
of grow, destructive price wars, and signs of market
commoditisation. Industry has reacted with a strong
emphasis on innovation, of brands and products, as a
reliable way to restore sustainable grow. But an
innovation with a different taste, a productive
innovation, in fact, innovating the way to
innovate. The course offers a unique opportunity to
learn a new well-rested alternative, easy to implement,
as a practical application of this new business
trend.
The course analyses the importance of brands to offer
new and different routes to satisfy the changing consumer
needs of developing regions, and analyses the new role of
research and development activities focused on productive
innovations. Despite it is well known that brand
innovation means new and different ways to meet changing
consumer needs, delivering value to people's live as
enriching their lives, delivering economic values or
reducing environmental impact, however it is also well
know that the task is not simple due to the complexity of
consumer personal experiences and the existence of
different types of consumer markets with peculiar
characteristics. The course presents this topic in-
extenso from the point of view of consumers in developing
regions, which are characterised with medium and low
income families and totally different cultural frame of
reference in comparison with consumers in developed
regions.
In this context, the course also presents up-to-date
and relevant information about actual visual perception
under relevant market scenarios where consumers interact
with brand and products. This holistic point of view
helps to understand not only one group of products but
all that are perceived visually, and to evaluate
correlations between different sensory experiences. The
course presents different methodologies to improve
consumer´s visual experiences in line with brand
innovation and offers different alternatives to reduce
the time-to-market and return-on-investments of new
products or optimised ones. DETERTEC's spectroscopy and
photonics portable facilities are the appropriate tools
to participants have a practical opportunity to
experience with the ample world of visual appearance.
The course is NOT a technical course, neither a
practical training on laboratory techniques or analytical
methodologies about consumer products, nor is a training
program on product formulation or production topics. The
course will NOT endorse intentionally, any company or
brand, neither the use of specific commercial equipment,
software or hardware, nor the acquisition of any raw
material.
Course Objectives. At the end of the training
program it is expected that attendees will be able
to:
- describe the new trends on brand and product
innovation centred on consumer value
generation
- identify the potential of consumer´s
visual experience management as part of brand
and product innovation
- understand the basic and moderns elements of
vision science in relation visual appearance
under market relevant scenarios
- know modern technologies to improve visual
experiences, and to experiment them in practical
contexts.
To assure a clear comprehension of new concepts and
techniques, it is suggested a short number of
participants. The course will be held in English and
course notes will be in the same language.
Course Contents
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1. Introduction
The consumer market
Commoditisation
Industry trends
Course program
2. The New Way to Innovate
Behind product consumption
Brand or product innovation?
Brand value generation
Open and close innovation, imitation
3. Consumer´s Visual
Environments
Relevant experiences:
communication
purchasing
consumption or use
of results
Primming elements
Sensory experience management
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4. Visual perception and
Appearance
Opponency and unique hues
Basic categories and language
The visual system
Chromatic induction
Adaptation and constancy
Global visual appearance
5. Visual Perception and Emotions
Colour attributes and spaces
Colour harmony and emotions
Attention and consumer decisions
Sense interaction
6. Visual Experience Improvement
Improvement strategies
Natural colour system
Images analysis
** Areas of concentration and
exercises
Each course is customised so as to
include problems and experiences from
different business areas: laundry, food and
beverages, beauty and personal care, and
household care.
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The theoretical contents are presented with the
support of the Course Notes, which has been prepared to
be a learning tool to further assistance and reference.
It contains more than 80 bibliographic references,
the most modern and pertinent references about each
topic.
Instructor
Mr Rodrigo Olmedo / Director-General, DETERTEC,
Ecuador. Curriculum
Price/Investment
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Group between 4 to 12 attendees (payment in
advance):
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US$ 3,890.oo
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US$ 315.oo/person (if more than 12 from the
same company)
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Price includes: customisation, conduction, course
notes and other materials in electronic form. Hard course
notes and materials has to be printed by the host
company. Instructor's travel expenses, accommodation,
meals, other internal transportation, are not included in
price.
DETERTEC will preserve its rights of course admission
in coordination with host company.
Interested to organise this on-site course in your
company? Please contact us
Confidentiality and
Privacy
List of attendees will be provided to assistants only,
and will not be posted at this web site. Name of
companies will be added to Course References only.
Cameras, video and tape-recorders during the course are
not permitted, there will be an official photo taken by
DETERTEC for internal records. Dates, company names, and
list of attendees will be kept as Confidential. More
details about our confidentiality policy at Confidentiality
Statement.
1. Schrage, M., Innovation Diffusion, Technology
Review; Dec 2004; 107, 10. MIT Sloan School of
Management.
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