The document discusses brand innovation using Dove body wash as an example. It provides an overview of the different types of innovations that make up a brand innovation mix, including product, pricing, communication, distribution channel, and packaging innovations. It then details how Dove implemented various innovations for its Deep Moisture body wash line, such as a moisturizing product formula, competitive pricing, digital communication channels, lighter packaging, and positive post-launch consumer evaluations.

1. HOÀNG LÂN – BÍCH VÂN

2. What is Brand Innovation?
The process of
harnessing creative
ideas to meet business
needs
fulfilling a brand’s promise through new products and service
and infusing these new products and services with meaningful valu

3. Product
Innovation
Pricing
Innovation
Brand Innovation
Mix
Communication
Innovation
BRAND
INNOVATION MIX
Channel
Innovation
Packaging
Innovation
Process
Innovation

4. Dove Body Wash Innovation
Mix
Competition-based Pricing: Dove
Dove Moisturizing Body Wash to combat moisture
loss and help maintain a healthy skin barrier while
showering
Product
Innovation
Beauty Moisture Body Wash cost $9.75
versus Dove Firming Moisture Body Wash
(1 L) cost $10.70 in NTUC Fairprice.
Product Bundle Pricing:
Dove Beauty Moisture Body
Wash cost $7.95 when on offer
versus $9.75 usually in NTUC
Fairprice
Pricing
Innovation
Communication
Innovation
BRAND
INNOVATION MIX
Reducing plastic
weight by nearly 15%
in the new Dove
Body Wash Range.
Website
Channel
Innovation
Packaging
Innovation
Process
Innovation
A Body Wash that makes you feel
hydrated and fresh after a bath
Facebook
YouTube

5. INNOVATION
PROCESS
Insight
Concept
Innovation
POST-LAUNCH
LAUNCH
PREPARATION
CAPABILITY
FEASIBILITY
IDEAS
What
should we
do?
Can we
do it?
Let’s do it!
Make sure
we can!
EVALUATION
LAUNCH
Was it
success
?
INNOVATION FUNNEL
ROLL-OUT
CONTENDER
Recommend
others to do
the same

6. OBSERVATION:
- Most shower gels are made up of water and surfactant,
with some ‘advanced’ formulas containing glycerin.
- Competitors have innovated by focusing on fragrance
and colour rather than new liquids technologies that
offer added skin benefits.
 Consumers don’t expect much from their shower gel.
INSIGHT:
“I don’t expect much from the shower gel as it simply
washes off and goes down the drain”.
PRODUCT CONCEPT:
A body wash/shower gel which deposits lipids, Vitamin E
and other nutrients onto the skin, deliver a visible
improvement to the way your skin looks.
INNOVATION:
DOVE DEEP MOISTURE BODY WASH:
- Deep Nourishment.
- Mild & Gentle.
- Luxurious Feel.
EVALUATION:
- Research shows that after seven days of use, 4/5 women
see visible improvement in their skin.
- After 3 weeks of use, consumers seeing “a lot” of
improvement and are 97% likely to recommend
VisibleCare to others