Innovation case studies
Featured articles:PUR® – The humble loaf – Basildon Bond – Pedigree's Jumbone® – Gillette's Mach3 – Black & Decker – Oakley – Sony
PUR® – Brands that help society
A Procter & Gamble scientist saw at first hand the need for clean water in the Third World. (Some 1.2 billion people worldwide are estimated not to have access to safe drinking water.) His technical work on a laundry product gave him an idea for a solution and so PUR® was developed. Research with consumers in developing countries showed the water needed to look cleaner, be affordable and useable in the home. The marketing approach had to be redesigned to reach people not reached by traditional methods and used a social market-based model allowing PUR® to be delivered to low-income consumers in remote, rural locations. Click here for the full story.
[Date of study: 2005]
The humble loaf – creating consumer choice
In the early 1990s, a large loaf of bread could be bought for 9p. The bulk of products available were "standard white bread" and any thought of product differentiation or innovation was seen as costly, uncompetitive and damaging to volume. The remarkable changes witnessed since then were due mainly to brands deciding that adding value was the only way forward. The momentum was supplied by three particular brands all vying for market share by continually upgrading products and by a series of innovations. This has led to much improved quality and the wide product choice at every price level that we see today. Click here for the full story.
[Date of study: 2005].
Basildon Bond – A 100-year old brand reinvented
In a world where millions are relying more and more on electronic communication, it would be reasonable to think that personal and business stationery would be under threat. But Basildon Bond, the quintessential stationery brand, has met the challenge. It champions the benefits of letter writing, meeting the demands of those who want their letters to stand out through the quality of their stationery. It has responded to environmental demands with a range of high quality, 100% recycled stationery and brought out innovations such as the "Envelopad". Down to its range of paper CD sleeves, it has consistently emphasised quality. Click here for the full story.
[Date of Superbrands study: 2006/7]
Jumbone® – Innovation for dogs
Creating a new product for the canine market is never straightforward – for a start you can’t ask consumers for their opinion. However Pedigree noted two areas of dog ownership that seemed undeveloped: that large dogs accounted for a disproportionately low percentage of those consuming treats and that a high percentage of owners still provided their pet with a real “butcher’s” bone. Jumbone® was launched at Crufts in 1998. Looking like a real bone, fully edible, palatable and clean to eat, it generated an overwhelming response. Click here for the full story.
[Date of study: 2000]
Gillette’s Mach3 razor – a closer, more comfortable shave
Innovation comes at great cost and with considerable risk. “What does the consumer want?” must be the driving imperative, a question Gillette asked when considering its Mach3 razor. Men wanted “closeness, comfort, smooth feel and no irritation” from a shave – expectations unmet by products then available. Gillette quantitatively and qualitatively tested a number of innovatory designs with thousands of consumers before bringing the Mach3 to market, such as its three floating blades set in a new geometry for a closer shave with less irritation, thinner and sharper blades carbon-coated for strength, the single docking point between the blade and handle and the open architecture of the blade cartridge. The product delivered for consumers, being preferred on 61 out of 62 attributes. Click here for the full story.
[Date of study: 1999]
Black & Decker – the world’s first portable electric drill
Although Duncan Black and Alonzo Decker formed their manufacturing company in 1910, it wasn’t until 1936 that the creation of the portable drill for consumers moved them into the market they still occupy today. Technological advances are key to Black & Decker’s product development, with the award-winning Mouse compact decorating tool, Workmate workbench and Scorpion powered handsaw being examples. Developments in laser technology led the introduction of patented self-levelling lasers and later the Laser roller measure. Black & Decker is currently the leading brand in all four of its core product groups, power tools, accessories, garden products and household cleaning products. Click here for the full story.
[Date of Superbrands study: 2006/7]
Oakley – named after the founder’s dog
In 1975 Jim Jannard established a technology company with just $300 and named it after his dog. His breakthrough came with the Oakley O-Frame goggles and the use of the patented Unobtainium in an eyewear range which became established in motocross, BMX and snowboarding. The brand has pioneered new sports technology and patented optical innovations including “High Definition Optics” (HDO) which maintain sharp clarity at greater distances, eliminate distortion and light bending, and provide impact protection and UV filtering. Oakley created the world’s first digital audio eyewear in 2004 and a year later combined with Motorola Bluetooth technology to create Razrwire, allowing users to answer and place calls. Click here for the full story.
[Date of Superbrands study: 2006/7]
Sony – like no other
Sony’s aim to create new experiences for consumers was realised with the launch of the ‘Walkman’ (1979). Since then it has continued to develop products that have had an immense impact on the way people live, the Compact Disc and DVD Handycam Camcorders being examples. Developing the brand’s heritage in television technology, its Bravia range of flat-screen products delivers the superior picture quality and realism available with HD broadcasting and Sony Location Free™ (2006) delivers TV content wherever wanted via broadband or WiFi. Sony’s Cyber-shot cameras have redefined digital photography with Real Imaging Processors and advanced CCD chip technology and its recent launch of the Digital Single Lens Reflex (D-SLR) camera gives consumers high quality and flexibility. Click here for the full story.
[Date of Superbrands study: 2006/7]
