|
"Simply put: innovation isn't what
innovators do; it's what customers, clients, and people
adopt"
1
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
|
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
|
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.
|
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
|
Group between 4 to 12 attendees (payment in
advance):
|
US$ 3,890.oo
|
US$ 315.oo/person (if more than 12 from the same
company)
|
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.
|