After 32 years with Procter & Gamble, I can't help but be convinced of the need to innovate. Brand innovation (product - societal), commercial innovation, organisational innovation, in-store innovation... and innovation in the conduct of consumer research! 😉 ... it's a necessity.
Innovation is the lifeblood of competitiveness. It constantly reminds us of the need to listen to the needs and expectations of our consumers, distributors, employees, influencers and so on, in order to remain competitive.
Looking at product innovations over the last 5 years, P&G France has managed to place 5 innovations in the Nielsen top 20 since 2013: Ariel 3in1 Pods, Dash 2in1 Pearls, Pampers Baby Dry Pants, Ariel Simply and OralB Pro Expert. These breakthrough innovations have contributed to the growth of their brand, as well as to the growth of the market.
In fact, French consumers are particularly keen on innovation: 23% of the French systematically look for innovations on the shelves (+10pts vs. 2014 and above our European neighbours). However, a particular French feature is the speed with which certain innovations - "the real ones" - are adopted. Compared to other European countries, the adoption curve is slower at the start, before accelerating to reach a maximum level very quickly. In this respect, P&G's role - like that of any leader wishing to maintain its leadership - is to anticipate trends in order to stay one step ahead in all segments.
A number of dangers lie in wait, including :
1- Confusion between innovation and novelty. Some people even talk about real or fake innovations.
2- Lack of perception of new product or emotional benefits,
Novelty allows us to refresh our communication and avoid the wear and tear (and therefore ineffectiveness) of our advertising. A line extension with a new fragrance, a reformulation, etc. is novelty. In general, it gives the consumer added satisfaction in choosing and/or using the product.
Innovation enables consumers to change the way they use their products. A new product form (e.g. Ariel Pods - dose) addresses consumers' need for practicality ... Swiffer offers a new way of doing the housework, Swiffer WetJet eliminates the distaste for mops. The introduction of nappies was an innovation that freed parents ... Then came the introduction of moisture sensors (thinner nappies offering greater freedom of movement - functional benefit and fewer lorries to transport - emotional benefit) ...
To read more, download our white paper here !
