An example of successful innovation 1 There is a company in America that produces toothpaste. Excellent products and exquisite packaging are deeply loved by consumers. The annual turnover is booming.
Records show that the annual business growth rate in the first ten years was 10~20%, which delighted the board of directors.
However, when the performance entered the eleventh, twelfth and twelfth years, it stagnated and maintained the same number every month.
Dissatisfied with the performance of these three years, the board of directors held a national meeting of senior managers to discuss countermeasures.
At the meeting, a young manager stood up, raised a piece of paper in his hand and said to the board department, I have a suggestion. If you want to use my advice, you must pay me another 50 thousand yuan! ?
The president was very angry and said, I will pay you a salary every month, plus a red envelope reward. Now I want you to have a meeting to discuss, and you need another 50 thousand. Is it too much?
? Mr. President, please don't get me wrong. If my suggestion doesn't work, you can throw it away without paying a dime. ? The young manager explained.
? All right! ? After receiving the paper, the president read it and immediately signed a check for 50 thousand yuan to the young manager.
There is only one sentence written on that piece of paper: enlarge the opening of the existing toothpaste1mm.
The president immediately ordered the replacement of new packaging.
Imagine how many times more toothpaste each consumer consumes every morning when using 1mm toothpaste?
This decision increased the company's turnover by 32% in the first 14 year.
A small change will often bring unexpected results. The same is true of educating students. There is no fixed practice. Only by adopting different educational methods for different students can we achieve satisfactory educational results.
When we open the financial statements of Mengniu since its listing, we may feel that the profit of this enterprise is not bad. But for Mengniu, the gross profit margin of products has always been a? Heart attack? . In the past few years, apart from pure milk, no matter its ice cream, milk powder or yogurt, it didn't make much money, and the company's profits depended more on the national tax reduction and exemption policy. For a private enterprise, low gross profit margin is buried at the foot? Mines? If you're not careful? Explosion? The consequences are unimaginable. This is especially true for large enterprises with a scale of 10 billion. To make matters worse, the price war in 2003-2004 made their pure milk fall to the bottom of profits, and the whole group was worried about profits. Therefore, at that time, in china dairy, no enterprise was more eager for breakthrough than Mengniu, and no enterprise was more eager for new profit growth points than Mengniu. This is where they went? Innovation? The greatest power of the road.
In the food consumption market, milk has always been regarded as a mass consumer product, or is it recognized as? Can't make a pattern? However, the Telunsu milk launched by Mengniu broke this conservative thinking mode, and the sword refers to the high-end positioning, which was recognized by the market in the voice of doubt. The differentiated brand of Mengniu Telunsu milk, which was launched at the end of 2005, has gone through a short period of 1 year, and its daily sales in a market in Shanghai has reached 1 10,000 cases, and this figure is higher in the northern region where its market operation is strong. At the end of March, 2006, Telunsu OMP milk was put on the market in a high profile, and the market was further consolidated and subdivided by increasing varieties. In 2007, major domestic dairy brands launched high-end liquid milk products, while Telunsu still did.
Maintain a strong growth momentum and lead the high-end liquid milk market as a pioneer. According to Zuo Yingjie, Marketing Manager of Beijing wu mart, Telunsu is the best-selling high-end milk, while other brands' high-end products occupy a relatively low market share, and the overall market is on the rise.
What innovations does Telunsu have? In addition to elegant and noble packaging appearance and terminal sales without unpacking, its milk protein content exceeds 3.3%, exceeding the national standard 13.8%. It is superior to ordinary products in nutritional composition. Mengniu is placed on the box of pure milk in Telunsu? 3.3? Magnified, it has great lethality to ordinary pure milk, attracting a large number of consumers who are concerned about nutrition and health. Then Mengniu launched OMP? Osteogenic protein? Concept, highlighting the technical advantages of the brand with high technology, thus setting off the brand value. Advantages of origin, located in the core areas of Rudu and Linger. 40 north latitude? Geographical advantages of high-quality milk source belt, altitude 1 100 meters, annual sunshine of nearly 3000 hours, large temperature difference between day and night, etc. Nourish 12 national carefully selected pastures, such a superior geographical location and environment, coupled with Mengniu's superior processing technology as a leading dairy industry, make
Telunsu products are naturally rich in natural high-quality milk protein, the overall nutritional content is higher than that of ordinary milk, and the taste is more fragrant, thicker and smoother. In the search for new brand drivers, Mengniu broke through the previous way of promoting sub-brands with the overall brand of the enterprise and establishing the related popularity of sub-brands, and found another way to make Telunsu independent of Mengniu's brand series, weaken Mengniu's distinctive corporate brand and strengthen sub-brands. It highlights its completely different temperament, completely different packaging and completely different terminal display.
Telunsu is more expensive. How many people will buy it? A survey on the reasons for drinking milk found that consumers drink milk not only for the pursuit of health, but 15.79% of the consumers who often drink milk regard it as a kind of milk. Delicious drink? Come to the boutique Furthermore, the questionnaire pointed out that if there are outstanding performances in all aspects? Super high quality? The new liquid milk products are acceptable in the range of 2 ~ 3 times the price of ordinary milk.
June 5, 2006 to October 22, 2006/kloc-0. Jim Begg, Chairman of IDF International Dairy Federation
Announced at the 27th IDF World Dairy Congress, Mengniu? Telunsu? Get IDF global dairy? New product development? Awards. This award shows the legend that a young dairy company defeated a century-old giant, which is also the first time that a representative of a China enterprise has been on the global dairy podium. Jim Berg
It is pointed out that IDF award is the highest honor of global dairy industry. Mengniu? Telunsu? This award is of great significance to china dairy, which has promoted China's position in the global dairy industry. On the basis of Telunsu's success, Mengniu Dairy joined hands with the National Center for Public Nutrition and Development.
Peking University School of Medicine has jointly developed the world-leading OMP technology.
Launched the world's first this year? Calcium supplement and calcium retention? Telunsu OMP milk, the cutting-edge technology of extracting IDF from Telunsu? New product development? The grand prize is the heaviest.
[enlightenment]
Mengniu successfully launched Telunsu by using product innovation strategy.
With the development of market economy and the progress of science and technology, the product life cycle of enterprises is getting shorter and shorter. Accelerating product innovation and shortening product development time have become the key for enterprises to gain and maintain competitive advantage. however
Because the process of product innovation management is highly unpredictable and risky, even world-class enterprises can hardly avoid the failure of product innovation.
According to the statistics of American management scientist Mel Crawford, the average failure rate of product innovation of American and European enterprises since World War II is
25%, general consumer goods is 35%. In order to make product innovation successful, we need to operate carefully in accordance with scientific methods.
First of all, we must grasp the needs of consumers. Mengniu learned that 15.79% of consumers who often drink milk regard it as a kind of milk. Delicious drink? Come to the boutique Furthermore, the questionnaire pointed out that if there are outstanding performances in all aspects? Super high quality? The price of new liquid milk and ordinary milk.
The range of 2 ~ 3 times is acceptable.
Then we should find the breakthrough point of product innovation. Generally speaking, new products can be divided into:
(1) Continuously innovate products.
(2) Intermittent innovative products.
(3) Innovative products by leaps and bounds.
I think the launch of Telunsu is based on the leap-forward change of new products. Leap-forward innovative products refer to new products that have undergone substantial changes on the basis of similar products with similar functions. The emergence of such new products is generally guided by the technological progress of a certain industry or the comprehensive technology of several industries. Due to the great breakthrough in the process of technological development and the application of these technological progress achievements in the development of product entities, leap-forward innovative products have emerged.
Finally, we should choose the product innovation strategy. I think Mengniu chose a combined product innovation strategy when it launched Telunsu. The focus of product innovation,
Is to form innovative products through the combination of existing technologies. The innovative products of combined technology can meet the existing demand with the existing market as the target, and can also create new demand with the new market as the target.
& gt& gt& gt There are more examples of successful innovation on the next page.