Food Brand Resorts to Open Innovation & Crowdsourcing
In this aggressive and competitive market, every enterprise wants to capitalize on maximum market share and have top recall value. So why is it that some succeed phenomenally, where as others stagnate after making some profit? More than extensive R&D, branding, advertising, marketing and PR initiatives, what works most today is “out of the box” thinking. The key to exponential growth and increased consumer goodwill is effective idea management techniques that are well implemented. Apart from coming up with innovative product development strategies, streamlined idea management techniques helps in establishing a deeper audience connect that helps a brand to communicate and expand better.
Co-creation through open innovation and crowdsourcing is what most companies focus on in order to capitalize on the creativity and intelligence of the worldwide audience. Multinational food manufacturing company Kellogg’s, United States undertook a creative initiative that helped them in a creating a new product the Cereal Straws. This project initially commenced in Spain where nine to ten years old children discussed their breakfast concerns and ways to resolve them. What came up from these detailed discussions was an idea that one should not only drink milkshakes through straws but also should be able to eat the straw afterwards that should be crunchy and taste good. The outcome was a brand new product called Kellogg’s Cereal Straws that already had its target audience defined way before the product release.
Efficient techniques for idea capture not only helps companies attain creative inputs for new product development but also to let their consumers know that their views and ideas count. Sometimes, brands make use of open innovation and mass idea sharing process in order to boost up their existing product range both for attaining increased revenue and product awareness.
Leading noodles brand Maggi sometime backannounced an open innovation campaign where consumers were asked to share the ways in which they have used Maggi in their lives. What was evident from this idea sharing campaign was that people cooked and consumed Maggi not only as noodles but also used them in other food preparation. Other than this, when the ideas were shared in an TV ad along with the contributor’s name people also got to know quick easy snack ideas that was tasty and not time consuming. Through this open innovation Maggi established a better audience connect by making people realize that their ideas count.
In today’s fast expanding and competitive economy it is very crucial to understand the pulse of your target and potential consumers. Enterprises who are able to master this art are the leaders in their segment. The best way to go ahead with this is through innovative idea management campaigns and open innovation.
Read More About: idea management system
Processing your request, Please wait....
