While on the surface this can appear to be a straight forward inquiry
that requires a straight forward answer - It's not an easy one because
companies have managment culture. And a company's culture can inhibit
strategically sound new product ideas capable of advancing long/near
term company growth.
As highly structured as Coca Cola is as a global firm, its been able
to sustain growth over the long haul because of some fundamental
principles they deeply believe in and execute accordingly.
1. Imagination/Inventiveness
2. Revolutionary Strategic Canvas
3. Bright Young Brains in Key Strategic Areas of of each brand coupled
with experienced leadership to understand young untapped minds
4. Pushing the envelope - new ideas are revolutionary/inventive with
imagination because they pushed the envelope and compell executive
management to THINK strategically and creatively about the Road Ahead
not the current and past dimensions of brands
5. Pin-pointing "emerging consumer targets" driven by lifestyle
spheres of influence
6. Understanding the strategic equation of "Fork In The Road" - this
is where the brand needs/wants/desires intersects with the consumer
needs/wants/desires and their is always a "sweet spot" - The strategic
question is How Fertile is it? Can we grow a business that can emerge
within our strategic principle of volume, profit, synergy with the
company's portfolio of branded businesses?
7. Company leadership (The CEO) understanding the meaning of
"championing" the heart and soul ofd the brand internally and
externally and have both groups believe in what the company is seeking
to achieve
Other compannies like Nike, Kraft, Microsoft, L'OREAL/COSMAIR, Walmart
do the above well too.
So if you're seeking to determine where new product development should
be incorporated in your company's internal structure, Marketing is the
fundamental area to anchor the Dept/Group. But like all companies, the
real pivot to address near term is company culture and leadership.
Marketing Directors can get bogged down in budgets, campaign
developments, budget stuff and there goes those new ideas.
So the recommendation I forward to U is:
a. Estbalish New Product Development in the Mktg Dept but allow the
champions of new ideas to work independent of existing brand teams and
have them report to the VP Mktg and President (only allow the research
dept to interact as a supplier of facts/truths about category
dynamics, consumer/customer needs/wants ect)
b. Define the role of New Product Development of the company and
insure that it enhances the vision and mission statement of the
company overall
c. The leader of this area must possess must be a true "titan" of
ideation wihout fear of failure and of executive mgt "are U sure"
mindsets of inquiries which often times exposes their shorcomings on
their clarity on The Road Ahead for company newness. Company newness
is like refreshing air within a firm when new products are
commerically succesful and deliver anticipated outcomes. But one must
carefully select this individual. They are a very rare breed of talent
and usually have seen it, done that and are unafraid of the Road Ahead
- Why? New Product Marketers are disiplined as well as "Strategic
Adventurers" They know what to look for - smell for - listen for -
they know the Strategic Pivots that connect consumes/customers with
brands.
I found this question interesting. And the only way I could correctly
respond with an actionable comment was to say what I wrote based on
relevant experience and as a Brand Mgr and now President & CEO of my
firm BrandWorksLtd. Hope this helps...(brandworksltd.net) |