Innovation and Commercialisation in Chilly's Bottle

This report discusses the concepts of innovation and invention and their importance in business. It also explores the role of Chilly's Bottle in shaping innovation and commercialisation, along with the tools of innovation for examining innovative ideas. Additionally, it discusses the application of the commercial funnel and new product development process in Chilly's Bottle.

INNOVATION AND
COMMERCIALISAT
ION

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1 ...........................................................................................................................................4
P1 Comparison between innovation and invention.....................................................................4
P2 Organisational role in shaping innovation and commercialisation........................................5
TASK 2 ...........................................................................................................................................7
P3 Tools of innovation for examining innovative ideas.............................................................7
P4 Frugal innovation and its use in Chilly's Bottle.....................................................................8
TASK 3............................................................................................................................................9
P5 Application of commercial funnel and new product development processing......................9
P6 Business case for Chilly's Bottle and ways of access funding.............................................10
TASK 4..........................................................................................................................................11
P7 Tools for protecting and retaining intellectual property......................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Innovation is a process of bringing something new in marketplace by turning ideas into
solution which will add value from perspective of consumers in existing goods or services.
Innovation involves multiple activities which brings out fresh ideas to perform activities in better
manner and it is linked with the ability of creativity. Invention on the other hand is different
phenomena, it is an action of taking new ideas and creating something fresh which do not exist in
market. It brings change in business and marketplace and required because of regular changing
environment(Mazzarol and Reboud, 2017). Chilly's Bottle was founded by James Butterfield and
Tim Bouscarle in 2010 with an objective of providing a product to people by which they get cold
water everywhere. Their aim is to give comfort to customers by providing them reusable water
bottles which are easy to carry and reduces the use of single use plastic bottles. In this report,
innovation and invention is studied along with its benefits which helps organisations to grow,
expand and perform effectively according to changing environment. Chilly's Bottle has to evolve
and innovate because of the increasing competition and regular changing expectations of people.
TASK 1
P1 Comparison between innovation and invention
Innovation is changing structure of business and enhancing existing processes of
organisation with new ideas which will provide better products or services to consumers.
Innovation is process of developing better effective products, processes or ideas for doing
business and providing appropriate results to public by way of products or services.
Invention is a slightly different phenomena, it is creating something new in products,
processes and ideas but provided something entirely new to public or to organisation. Creativity
and capabilities are the keys of inventing some new goods for public which will satisfy their
needs and provide efficiency to company(Lopes and et. al., 2018).
Importance:
Innovation Invention
Innovation is important for bringing creativity
and productivity in organisation and its
processes. Creativity and productivity will
Invention is compulsory for all type of
company and businesses. It provides
productivity along with a unique competitive

provide cost benefit to both company and
consumers.
advantage to organisations in its processes.
Invention provides stability and efficiency to
company along with effective results and that
is why invention is important.
Innovative ideas gives businesses a chance to
stand out from the crowd and to be creative.
Innovation also brings more business and
chances of expansion and growth(Abdul Razak
and Murray, 2017).
Invention is important also because of the
changing environment and preferences of
people. Invention is a method of providing
something new to people which doesn't exist in
market and which is needed by people.
Therefore, invention is useful for people and
entities.
Comparison between innovation and invention
Basis Innovation Invention
Meaning Innovation is the process of
developing new ideas and processes
for making existing goods in better
manner.
Invention is a procedure by which an
entirely new product or services are
developed by company and offered to
public.
Requirement For innovate companies needs
experts with technical knowledge,
market understanding, market trends
and financial support.
Invention is a sudden process it takes
time but for it, organisations just needs
knowledge, competence and finances.
Application Innovation action usually involves
whole entity and its processes, as its
application is spread amongst the
organisational structure.
Invention just involve research and
development department initially,
until it is proven to be effective for
company. After that it applies to
specific and related functional units.

P2 Organisational role in shaping innovation and commercialisation
Innovation is a very useful techniques for Chilly's Bottle as discussed in above sections.
Now for this section discussion is about Chilly's Bottle role in innovation which takes place.
Many elements are present in organisation which can help company to innovate also, these
factors can hinder it too if not executed properly. Innovation is a very effective method of
bringing productivity in organisation providing better position in marketplace. Some elements
which are keys of shaping innovation in Chilly's Bottle are as follows:
 Vision of Chilly's Bottle is to provide modern style water bottles to people, with unique
technology of keeping the water cold for around 24 hours. They used high technologies,
stylish designs and provide convenience to consumers. Comfort and convenience is
delivered to them as their bottles are reusable which lead them to remove plastic bottles
from their lives. Also their designs are so unique and attractive that it looks really nice
while people carry them while travelling. This idea of consumer comfort and suitability
gave motivation to experts for always think of some new innovation for proving their
vision statement correct(Daellenbach, Davenport and Ruckstuhl, 2017).
 Leadership styles which are chosen by top management also plays a vital role in
bringing innovation in operations of Chilly's Bottle. Leaders plays a vital role in
motivating and encouraging employees for being participative and giving their opinion. If
leaders are not friendly behaviour and do not have this practice of listening to their
subordinates it will affect innovation. Employees who has goods ideas by which
processes can be made better plus productivity of company can be increased, they will
not come forward and put their opinion. This is because of the leaders attitude of always
giving them instruction and not asking for their opinion.
 Culture of Chilly's Bottle will also have huge impact on innovation and creativity.
Culture refers to the internal environment and systems of any company which either
promotes the idea of innovation or ignores it. Employees work according to the culture of
Chilly's, therefore its job of managers to make systems flexible and effective enough so
that staff can think of new ways of producing products. This way innovation, productivity
and efficiency all comes in Chilly's Bottle operations and business style(Ardito, 2018)
(Rotstein, 2019).

 Teamwork is another element which can hinder or foster the idea of innovation.
Teamwork is very effective and difficult at the same time, employees face a lot of
problems while working in a team. But when they are comfortable with each other and
maintains good relations it becomes easier for them to work and they provide better
results. This is why teamwork is very helpful in bringing innovation in Chilly's Bottle
operations as more expert people working for one thing is always proves to be very
innovative and productive.
TASK 2
P3 Tools of innovation for examining innovative ideas
4P's of innovation is a model given by Rhodes's Notion, this tool enables organisations
to understand and discover how innovation help and enhance business operations and other
activities. It has four factors Product, Position,Process and Paradigm all these are discussed
below:
 Person is the change related with changing or innovating the target audience. Here,
innovation is done in context with the targeted group of consumers(Dua, 2017).
 Process innovation is self explanatory, changes are done in processes of production and
other present in the organisation structure for completing its operations. New ideas or
methods are searched for better processes bringing efficiency and innovation.
 Product is another element in which innovation can be done and which is very useful for
innovating. Innovation in products or services can be very beneficial as it will attract
more people and increase the efficiency of organisation.
 Press represents the environment in which employees are working and innovation are
done in the atmosphere of company for making it more adaptive of change and
comfortable for staff(Do and et. al., 2018).
Innovation funnel is a tool which is introduced by researchers to describe the different
stages which takes place in developing a process or a product. It has three broad steps by which
this funnel is made and these steps are as follows:
 Wide mouth of funnel- This is the first step and its aim is to gather as much knowledge
Chilly's Bottle can collect. This is done because its very obvious the more information
and ideas company get the more easier and effective innovation it can develop or create.

These information can be gathered from internal like prior records, sales accounts etc.
and external sources like competitors, investors. These sources are divided into primary
and secondary data collecting tools.
 Narrowing segment of funnel- On this stage, which is next from data collection now
Chilly's Bottle will start screening the ideas and information collected in first step. This
sorting is done on one basis and that is how relatable these ideas are with operations and
what benefits are attached to it. Testing is also done on this stage that too with actual
consumers of goods or services.
 Narrow segment of funnel- The third and the last step is narrow segment of funnel,
where Chilly's Bottle will ensure if the chosen ideas and processes will provide the
objectives of entity which were expected in the very beginning of the organisation. Then
the new products or services are launched in market at this phase. All these steps are very
simple and easy to adopt, therefore, Chilly's Bottle can use it for shaping innovation in its
operations.
P4 Frugal innovation and its use in Chilly's Bottle
Frugal innovation is another process which can help Chilly's Bottle in reducing costs of
manufacturing or production and remove complexities from processes specially from production
process. Basically, Frugal innovation is another tool for bringing innovation, productivity and
efficiency in organisation and it is also known as Frugal Engineering. This method is suitable for
all types all types of organisations or businesses. Generally what is done in this process is, all
non effective and non beneficial features are removed from products or services which is offered
by Chilly's Bottle(Dezi and et. al., 2018). By doing so waste is reduced, resources are being used
with their full potential this will result in lower costs. For companies to be productive and
efficient they have to take some measure for reducing costs and that is exactly done by following
frugal innovation model(Lin, 2018).
This model revolves around three elements which help in proper and appropriate
implementation of frugal innovation model. These factors are purchasing power, resources
management and innovative engineering or redesigning. Managers and administration staff of
Chilly's Bottle should adopt frugal innovation, by this they can remove all unnecessary costs
from all functions of business and mainly from production unit. When costs are reduced price of
product will also goes down which then be adjusted according to purchasing power of buyers

and attracting more people. When cost is saved by entity they can make more effective use of it
in several areas like product development, enhancing manufacturing processes etc. which will
ultimately bring innovation, efficiency and productivity for Chilly's Bottle.
TASK 3
P5 Application of commercial funnel and new product development processing
Commercial funnel another name is sales funnel because it is the process by which
entities can attract more public, generate more leads and engage more customers to company. It
is an important procedure which all organisations should practice and it involves Some steps in
it:
 Attract- This step explains and maintains the proper ways or sources to attract more and
more clients and investors. These attractive methods are selected after analysing and
evaluating feedbacks from customers and then making strategies.
 Convert- It is the stage where general public is converted into customers of Chilly's
Bottle. Company can make its products more attractive by adding some discounts or by
adding some offers and convert peoples choice in favour of entity(Kedron and Bagchi-
Sen, 2017).
 Close- Once customers are attracted and identified by Chilly's Bottle third step is of close
measuring. Chilly's Bottle should measure the interest of people in company and for
being attached to it.
 Delight- This is the level where satisfaction of consumers are marked high by
organisation as they have fulfilled their needs and their satisfaction level is achieved.
New Product Development is a method for identifying the core activities that are
necessary and helpful for launching any new product or service in market. It includes certain
stages which are discussed as:
 Ides generation- For developing any new goods its mandatory to create new ideas and
initiatives according to the needs and wants of people. Main focus is on the requirements
of current generations and their expectations from Chilly's Bottle. So the development of
products should be in relation with the needs of present generation and that is why
company keeps their designs updated and stylish(Quimba, Albert and Llanto, 2017).

 Concept definition- On this step organisation tries to illustrate their goods to clients.
Basically, they market their products to consumers and convey unique features of their
products to public.
 Market analysing- This is very important stage, because its compulsory for company to
analyse and understand the market in which they are doing business or they are going to
launch their fresh product. Chilly's Bottle will also perform this step for better learning
and gaining knowledge about their targeted market.
 Product development- After all the hustle companies go through from generating and idea
to analysing the market its time for them to design and develop products or services
accordingly. These goods are created and designed after keeping in mind all the
requirements and expectations recognised in above steps(Ahn, Minshall and Mortara,
2017).
 Commercialization- This is the last stage where new developed products or services are
introduced in their respective markets, which is known as commercialising. First new
products are tested internally in company and then if they fulfil all criteria they are
launched in marketplace.
P6 Business case for Chilly's Bottle and ways of access funding
Executive summary
Chilly's Bottle is an organisation which is based in UK and its production takes place in
China. Its bottle manufacturing company established in 2010, by James Butterfield and Tim
Bouscarle. Their aim was to provide a product to people by which they can keep their water cool
for at least 24 hours and reuse them for longer period.
Vision and mission
Chilly's Bottle vision is to provide modern and stylish products to public with comfort.
Their aim was to remove inconvenience created by use of plastic bottles to planet and to
consumers both. Mission statement of Chilly's focus on accelerating the use of reusable products
in everyday life of people. They also concentrating on providing goods related to active urban
lifestyles and make balance in life of consumers.
Market Opportunity
Market is changing everyday rapidly, preferences of people are transforming and trends
are evolving. People today wants new goods which are innovative and creative, this is an

opportunity for Chilly's Bottle. Company can use it in there favour and innovate, which will help
them in standing out from others giving them good competition and attracting more customers
towards them. Also, technology is one factor which can be explored by Chilly's Bottle.
Advanced technology is used by company for creating a innovative fresh product.
Problem
A very sever problem which is faced by every company is increasing competition and
same is the case with Chilly's Bottle. They are also facing lots of problems but out of those
increasing competition with regular changing environment is the most influencing and affecting.
Competition is so high in marketplace and people are coming up with new innovative ideas
which is directly affecting the business of Chilly's Bottle.
Solution
Due to increasing competition now managers of Chilly's Bottle have come with a unique
idea of introducing a new product line. This product is better from other competitors products,
technology prone, stylish and matches with the aim of providing reusable goods to people. It also
provides a competitive advantages to company as it is unique and effective from others as
advanced technology is used by researchers while developing the product. It is a new bottle made
with UV-C technology named as Chilly's UV. Its features are:
 These bottles are made of new UV-C technology which is used to purify water
automatically stored in the bottle. By this UV-C technique 99.99% bacteria are removed
from water making it healthy and purified(Monotti, 2017).
 Also, design of these bottles are very unique and these are so light weighted that anyone
can easily carry them while travelling or from going from one place to another.
Target customers
UV-C is a new product Chilly's Bottle is introducing in market which is made up of
unique technology of automatically purifying the water stored in it. Therefore, the target market
of company are those potential buyer for whom their health is more important. Nowadays,
people are become more aware and health conscious, keeping this in mind R&D department of
Chilly's Bottle innovated this unique technology of keeping water pure in bottles.
Marketing strategy
A very simple and effective strategy is used by Chilly's Bottle for marketing UV-C
bottles in market and reaching to their potential customers and target market. Company is

positioning their product in health sector and in based on health perspective. They are using
social media and other online platform for promotion. Company is using different attractive
posters and tag lines to spread awareness in public and to be in eyes of potential buyers.
Sources of funding
 Bank loans are very easily available source of finance, Chilly's Bottle just have to apply
for it. Bank loans are given by banks and interest rates, amount of loan and repayment
amounts are fixed by banks.
 Equity capital is another source of raising funds, Chilly's can sale some of its shares to
public for raising capital from public or from other potential investors.
TASK 4
P7 Tools for protecting and retaining intellectual property
Various tools and methods are their in market to protect, retain and development of
intellectual property which can be used by Chilly's Bottle for keeping its new products design
and technology safe. These tools restricts other businesses to use or imitate any new or existing
products or services. These tools are:
 Patents- It is unique tool which companies adopt to mainly keep their new developed
technology intact. Chilly's Bottle can get its new UV-C technology patented, so that other
similar goods providing companies can not use it and produce same products. Patents put
restrictions on people to use and imitate any ideas, processes or designs of any type of
goods, this is an advantage of patents. One disadvantages of patents is they are very
costly and have be renewed once they get expired which involves huge costs.
 Copyrights- These are the legal right which owner of any intellectual property possesses
or hold. In other words, it is a right to copy which is in hands of people of businesses who
bought them through official means. It means that the original owner of product and
others who hold authority are the only people who can imitate and reproduce once work.
One of the strength of copyrights is the party having copyrights can sell its rights to
others and earn revenue from it. But drawback of copyright is it provides limited
protection as it protects a particular part of an idea not the whole idea.
From above discussion of different tools to protect an intellectual property patents are more
suitable and appropriate method which is suggested to Chilly's Bottle. UV-C is a new product

which is introduced by company and made of unique technology. Patents is the best tool by
which company can protect their idea and technology from its competitors and stop them from
imitating it. If any organisation do so they have to face sever consequences which are imposed
by Chilly's Bottle.
CONCLUSION
The above report summarises that innovation an invention are two very important
phenomena but are unique from one another. Innovation is done in existing goods or processes
on the other hand invention is introducing some entirely new ideas, process or products. Both are
required by companies as competition is increasing aggressively and needs of buyers plus their
preferences are also changing regularly. Several tools and techniques which are highlighted in
different sections of this report which are actually very useful for companies if they adopt them
to innovate(Nabulsi, 2017). These methods enables organisations to study market, understand the
needs of consumers, evaluate market and then develop a new product or ideas which are
innovative. A effective business plan is provided in which new product is launched using UV-C
technology and it has unique design. Sources of funds are being explored to raise and avail funds
for completion of project and proper functioning of operations of company.

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