Innovation and Commercialisation for Delamere Dairy Drinks

This presentation discusses the importance of innovation and commercialisation for Delamere Dairy Drinks. It covers the company overview, current problems, application of frugal innovation, innovation funnel, and commercial funnel. It also explains techniques for testing Kiwi Smoothie as a new product, resources required for innovation, and IP tools that the firm can use to protect its new drink.

UNIT 8: INNOVATION AND
COMMERCIALISATION

TABLE OF CONTENT
• Introduction
• Main body
• Conclusion
• References

Pitch
• The current innovation business case is based on new product development.
• Essence drink may measure overall effectiveness of its venture in term of considering number of sales.
• It may attempt to test new product by providing small sample of it and improve their quality after obtaining actual
reviews from each responded.

Introduction
• Innovation is considered as one of those valuable and beneficial elements that help a company to grow and succeed.
• The current presentation will be based on Delamere Dairy, which has been established its venture in the UK.
• The study will explain company overview, its current problem, application of frugal innovation, innovation funnel
and commercial funnel as well as their importance.
• Furthermore, the report will justify techniques for testing Kiwi Smoothie as new product effectiveness, resources
required to proceed innovative idea and IP tools that firm utilize to protect its new drink.

Background of company and its issue
• Delamere Dairy is one of the most popular dairy products providing companies in the United Kingdom. It may
attempt to produce goat milk, cheese, and other dairy items, which management may effort to sell in the market
according to needs and requirements of potential customers.
• In the first few years, organization may take pleasure of increasing profits margin and productivity, but after that
duration, it may experience of decreasing sales due to high competitive business environment.
• After entering into next phase of trading, company has been facing the biggest challenge and that is competitors who
are giving tough competition to each company.

Cont…
Aim-
• The aim of Delamere dairy is to gain competitive advantages and to become the most favourite brand of its customers.
Objectives-
• To increase profits margin by 50% within 1 year.
• To increase customer base up to 40% within 1 year.
• To increase productivity up to 50% within 12 months
• To gain competitive edge in term of building excellent brand image in the market within 1 year and 6 months.

Importance of utilizing innovation funnel to provide solution to
current issue face by Delamere Dairy Drinks

Cont..
• Assessment of risk-
• Matching aims to capability and resources-

Appraising value analysis applying frugal innovation

Explaining to management by summarizing significant of a
commercial funnel and application of NPD to meet stakeholders
needs
Awarene
ss
Interest
Decision
Action

New product development

Approaches to test effectiveness of Kiwi Smoothie produced and
where this would fit into procedure-
• Firm may provide sample of new drink to few people.
• With that, it may collect feedback or comments about
new kiwi Smoothie.

Resources needed to proceed with innovation venture case like
funding for varied elements-
• Bank loan
• Capital funding
• Agile investor

Evaluating varied tools that Delamere Drinks could utilize to
protect intellectual property rights of new drink-
• Patent
• Trade mark
• Copy right

Considering wider business environment and presenting what
tools Delamere can utilize
• Among all above approaches of intellectual property, organization may chose trade mark, which enable it to obtain
aim and prevent imitation of its new drink from other companies.

Conclusion
• From above analysis, it has been concluded that organization has gained competitive advantages and other strategic
objectives of its new drink plan, by applying varied models and approaches.
• It has increased its productivity and profitability by launching new Kiwi Smoothie drink in the market, which in the
recent time individual customer prefer to purchase as its is a healthy drink that help them to stay fit.
• Furthermore, by summing up above discussion, it has been determined that firm has protected rights of new drink by
using trade mark as IP tool.

REFERENCES
• Albert, M., 2019. Sustainable frugal innovation-The connection between frugal innovation and sustainability.
Journal of Cleaner Production. 237. p.117747.
• Franken, R. and et.al., 2020. Ranking of human risk assessment models for manufactured nanomaterials along
the Cooper stage-gate innovation funnel using stakeholder criteria. NanoImpact. 17. p.100191.
• Kroll, H. and Gabriel, M., 2020. Frugal innovation in, by and for Europe. International Journal of Technology
Management. 83(1-3). pp.34-54.
• Wuryaningrat, N.F. and et.al., 2019. How to develop innovation capabilities on creative industry. International
Journal of Applied Business and International Management (IJABIM). 4(1). pp.93-102.