Innovation & Commercialization in Hummingbird Bakery

This report discusses the importance of innovation and commercialization in Hummingbird Bakery. It covers the meaning and importance of innovation, how vision, culture, teamwork, and leadership shape innovation and commercialization, sources of invention, and how businesses foster and create an environment and culture of innovation. It also discusses the 4Ps of innovation, the innovation funnel, frugal innovation, commercial funnel, and the process of New Product Development (NPD) in relation to commercialization of innovation.

Innovation and
Commercialisation

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
P1 Discuss the meaning and importance of innovation in context to organisation........4
P2How the vision, culture, teamwork and leadership of the company shape the
innovation as well as commercialisation.............................................................................6
M1. Various Sources of invention and how businesses foster and create an environment
and culture of innovation.....................................................................................................8
D1. Innovation is developed, embedded and measured....................................................8
P3 Discuss the 4Ps of innovation and how innovation funnel use to examine and shape
advanced ideas......................................................................................................................8
M2. Analyze and apply innovation funnel.......................................................................11
P4 Explain the use of frugal innovation in relation to an organisation.........................12
M3. Review the effective role of frugal innovation in an organisation...............................12
D2. Produce the financial reports.........................................................................................12
P5 Discuss the significance of the commercial funnel and the process of New Product
Development (NPD in relation to commercialisation of innovation: -...........................13
P6 Shape an Innovation Business Case for a firm which comprises of various ways to
raise funds...........................................................................................................................16
M4. Develop a detailed innovation business case............................................................17
P7 Evaluate the different tools that organisations can use to protect the intellectual
property...............................................................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Innovation may be referring as a suitable way or process which are used by the
organisation to create new thoughts of ideas. In the field of marketing innovation plays a very
important role, this comprises several set of new products and practices which are developed
with unique application by the organisation (Hahn and et. al., 2019.). The following report is
based on the Hummingbird Bakery which is situated in London. It provides varety of balery
products to the customers at affordable price. The following report is going to cover the
importance of the commercial funnel which provide the solution of this problem. In addition to
this the analysis of the frugal innovation has also been covered in this report. The importance of
innovation and invention has also been discussed in this report. This report also covers that how
vision, culture, leadership and teamwork shape innovation and commercialisation. Along with
this a summary has been developed in this report which help in meeting the stakeholder need.
This report also covers the NPD process and including ways to access funding for the innovation
in the respective business. Furthermore, this report covers the various tools which can be used by
the respective company to protect the intellectual property and the rights for launching new ice
cream.
TASK
P1 Discuss the meaning and importance of innovation in context to organisation
 Innovation: - The term innovation may be defined as the process of presenting new
ideas and thoughts in relation to the development of the new product and the services in
the market. With the help of innovation, an organisation can effectively connect with
their consumer, as innovation within the product fulfil the need of consumer consumer
in a very effective manner. (Ho, 2019.) . In context to the Hummingbird Bakery, the
company will advertise their new product tofu icecream, which is developed with fresh
tofus and offer their consumer according to their requirement of healthiness. When the
goods and services has been developed with different set of applications then in the field
of marketing it acts as a challenge for the other company. With the help of innovation
within the management the organisation can effectively enjoy the competitive advantages
and benefits.

 Invention: - Invention may be defined as a suitable key for the organisation in order to
increase the product range. Invention may be defined as the process of making new item
or developing new ways of producing the item. (Hussain and et. al., 2018.). In order to
expand the business in the global market, invention also plays a very important role. In
the business organisation each individual presents their own ideas and thoughts in order
to developed the business strategies. The invention which is done by an individual are
basically unique because these are not demonstrate by any other in the market.
Importance of innovation and invention:-
In business organisation both the innovation and invention plays a very significant role.
With the help of this all the function and working can be done in a very effective manner. This
allow the management to maximise their productivity and help them in enjoying the
competitive advantage in relation to the stock invention which is directly connected with the
creating of the new products. The respective company is going to promote and advertise their
product name as tofu ice cream in the competitive market in a very effective manner which
ultimately help them in targeting new base of consumer. Along with this, this also help the
organisation in solving the issues and problem which is related to the advertising of the product.
As the ice cream which is developed by the company is made up of fresh tofus, this impact on
the consumers in a very effective manner which ultimately increases the productivity as well as
profitability of the Hummingbird Bakery.
Comparison between invention and innovation: -
Basis of comparison Invention Innovation
Meaning Invention may be defined as
the method of generating
original and unique thoughts
which help in developing
the new goods and services.
Innovation may be defined as
the process modernising the
goods and services of the
company or developing new
and innovative resources
within the firm.

What is it? This is related with the
development or creation of
the new and exclusive idea
in term of goods and
services.
This is related to the
implication of new idea on
the existing product or the
items which are in invention
process (Kanojia and et. al.,
2021.).
Concept The concept of invention is
totally related to
development of new ideas
and thoughts which are not
developed and created by
any other person.
The concept of innovation is
related to making changes in
the existing product of the
company. The idea of
innovation set the
organisation in a different
paradigm.
P2How the vision, culture, teamwork and leadership of the company shape the innovation
as well as commercialisation.
Commercialization may be defined as a process which help the organisation in bringing
the new goods and services in the competitive market. In simple term commercialization means
managing and running something properly for achieving the financial gain. The process of
commercialization comprises the implementation of the production, marketing, sales, customer
support and many more for the establishment of new product and service. This is totally different
form innovation, as in innovation changes have been made in the existing product whereas in the
process of commercialization a new product has been launched in the market. The shaping of
innovation and commercialization has been discussed below: -
 Vision:- The vision of the every company is to expand their business functions in the
different parts of the country. In context to the Hummingbird Bakery, a managerial vision
has been created by the company by developing a healthy tofu ice cream in the market.
With the help of vision, the organisation is able to think of its future along with this, this
allows the firm to set their goals (Lobo and Samaranayake, 2020.). As per their vision

statement the company is ready to bring innovation in the product which is very
beneficial for their success and growth. In order to innovate they are planning to
introduce tofu ice cream, which help them in providing varieties to their consumers.
 Leadership: - The leaders may be defined as those persons which motivates and
encourage the employees in order to achieve all the set objectives of the company. Along
with this, resolve all the problems and difficulties which are faced by them in the field of
marketing. It is very important for a company to have a good leadership. The
Hummingbird Bakery is going to launch new product named as tofu ice cream in the
market for their consumer. The taste of the tofu ice cream make their product completely
different from their rivals products. It is very important for an organisation to have a
leader because in innovation and commercialization process leadership is very crucial.
The leaders of the company utilize the resources at optimum level and define the role of
the employees towards the vision of the company that has been developed. An important
role has been played by the leaders of the company at the time of innovation.
 Culture: - the culture is totally related to the values and norms of the company according
to which the organisation works(Ma and et. al., 2018.). In context to the Hummingbird
Bakery, the management of the company always maintain a positive working
environment within the surrounding of the firm which motivates their workers. The
working environment of the company is being considered as the one of the most
important factor which shape the innovation and commercialization. With the help of
effective culture an organisation can grow in the competitive market in a very effective
manner.
 Teamwork: - teamwork may be defined as the cooperative efforts which are done by
employee of the company in order to accomplish all the target in a very effective manner.
In context to the Hummingbird Bakery, the leaders of the company develop efficient
culture within the company which motivates the teamwork and develop the team spirit
between the employees. It is very important for the management of the firm to motivate
the team work, it is very advantage for them. All the employees of the company work as
team within the workplace according to the set objectives of the organisation. In order to
achieve these objective efforts has been made by them.

M1. Various Sources of invention and how businesses foster and create an environment
and culture of innovation.
Some major sources of innovation are as follows-
• Demographic: by the way of this the product is ascertain as to its modification and its target
market.
• Market structure: it states the process as to how product is Commercialized in market.
• Changing perception: with respect to the Hummingbird Bakery, various innovative tools are
used to meet the perception of customers.
D1. Innovation is developed, embedded and measured.
The respective company has been in business for over two years and management plan to
develop advanced goods in their organisation (Barnett, 2021). The founders of the organisation
want to introduce new products over existing products in order to increase sales, rather than
switching existing products to new products. When looking at their business goals, they need to
discover some activities that will lead their business to success.
P3 Discuss the 4Ps of innovation and how innovation funnel use to examine and shape
advanced ideas.
The 4p's of marketing comprises those feature which help the firm in identifying that how
the management of the company bring innovation so that they can enjoy the competitive benefits
over their challengers and make their position better in the field of market. The 4P' s of
innovation has been discussed below: -

 Paradigm Innovation: - Paradigm is totally related with the changes in the managerial
techniques, procedure and concept in order to generate new and innovative sections. In
context to the Hummingbird Bakery, the company change their thinking in respect to
their potential buyers. (McCoy and et. al., 2020.). The paradigm innovation is being
considered as the changes which are responsible for underlying the mental models along
with this, in this innovation organisation also frame what is doing and how it is doing.
The customers of the respective company thinks that this is an ice cream company but
they innovate their product by adding healthy products which completely change the
thinking of the consumer.
 Product innovation:-. In context to the Hummingbird Bakery, a new product has been
launch by the company with all modification and excellent quality according to the
requirement of the consumer. In the product innovation changes has been done by the
organisation in product and services. The respective company are trying to diversified
their ice cream by adding or innovating some new flavours.
 Process Innovation:- if the management of the company wants to brings new product in
the field of market then then they need an innovative procedure in order to develop
goods and services. (Min and et. al., 2019.). The Hummingbird Bakery include and
exclude some product which change the flavour and attracts the consumer.

 Position innovation:- position innovation is also known as evaluation. The management
of the Hummingbird Bakery will provide high quality of products to their customer's
which help in developing a good brand image and positioning in the competitive market.
As respective company is not going to chose this method innovation as they focus on
whole population.
From the above discussion of 4 ps it has been analysed that the option is totally depend on the
company. What type of innovation they want in their business organisation. It is very important
for Hummingbird Bakery to understand the importance of innovation funnel. This help them in
implementing their ideas into reality.
Use of Innovation funnel in shaping and examining ideas:-
The innovation funnel is used by the organisation when they want something new within
the business. In context to the Hummingbird Bakery, this mechanism has been effectively
discussed below :-
Ideas & Conceptualisation
This is the first stage of innovation funnel the Hummingbird Bakery have to develop
some new idea for the purpose of innovation. In this stage organisation invite the different
members of the company in order to give new ideas. For the purpose of idea generation
brainstorming is needed.
Feasibility analysis
In this stage Hummingbird Bakery need to check the flexibility feasibility of the collected ideas.
They have to check whether the idea matches the set goals and objective of the company. The
ideas which are not matched need to be eliminated.
Development of new raw materials

Most appropriate ideas has been selected in this stage. The selection process is not easy
first they have to analyse all the collected data and the chose the best from the pool. For the
development of the new material the selected idea need to be converted into reality.
Customer approval & Trade
In this stage approval has been taken from the consumer by the organisation about their
innovative product. If approval has been received from the company then they start trade in that
particular good.
M2. Analyze and apply innovation funnel.
It is a measure by which the product and services of the company are promoted while
aiding the process of manufacturing within less prices. By the way of this there takes places the
rise in profitability as well as the sales of the company. With respect to Hummingbird Bakery, it

delivers affordable products while making the use of technologies which also results in low-cost
implementation.
P4 Explain the use of frugal innovation in relation to an organisation
Frugal innovation may be defined as that type of innovation which help the organisation in
reducing the unnecessary cost in a very effective manner. This innovation is related to the
production of the valuable goods. With the help of this process the organisation is able to reduce
the complexities in the innovative methods. Frugal innovation is a process help the organisation
in efficiently dropping the production so profit margin may be enhanced. Some important points
need to be considered which have been discussed below :-
Examples of frugal innovations used in the company: -
 they purchase the raw material from local supplier. These raw material have been use
by the Hummingbird Bakery in order to developed new product which decreases the
cost of production.
 For example like the respective company finds sustainability in the market. They
innovate their in a very effective manner which is economically as well as
environmental friendly. This innovation is very beneficial for the nature as well as for
the company.
M3. Review the effective role of frugal innovation in an organisation
The creator of Hummingbird Bakery is more tilted towards the way of low-cost investment
which also stands appropriate for the case of making the nutritional ice cream. Here the
techniques are used in a way which aids in minimizing the overall cost of the product while also
producing the several varieties of product.
D2. Produce the financial reports.
Requirements Cost
tofu cost 4000
Equipment’s 2000
Employees 1000
Cost of production 2000

Promotion cost 1500
From the table above, it can see that the costs required to manufacture a original produce are
separated into tofu costs, machinery and equipment costs, labor costs, manufacturing costs, and
promotion costs, all of which are essential for the development of new products and increase its
commercialization.
P5 Discuss the significance of the commercial funnel and the process of New Product
Development (NPD in relation to commercialisation of innovation: -
The process of commercial funnel is also known as sales funnel. This is a marketing
model which focus on the journey of the potential customer for the purchasing of a product. This
process has been divided into top, middle and bottom stages. By applying this model, the
organisation effectively understands the thinking of the consumer.
Steps mod commercial Funnel has been discussed below :-
 Attract :-this is being considered as the first step in which Hummingbird Bakery have to
finds new ways of attracting the consumer in order to sale their innovative product ice
cream with different flavours. Consumer have no knowledge about the products of
company, so organisation need to give introduction about the product of the company.

This can be done by the any marketing method like advertising, word of mouth or many
more. The method which have been selected must be cost effective.
 Convert :- in this stage the stranger need to be converted into visitors. Now the
customers of the Hummingbird Bakery have some knowledge about the product. Some
effective methods like interaction and regular touch with the customer need to be adopted
by the respective company. By doing this they convert the stranger into visitors. This can
be done with the help of phone calls, emails, etc.
 Close :- lead must needed in the organisation which increases the sales of the
Hummingbird Bakery. In this stage they have to invite the visitors so that they purchase
the product from their stores. This can be done by providing good quality of product with
effective pricing strategy. After the arisen of this pandemic people focus on their health
and immune system so this act as an opportunity for the company which help in
converting the visitor into leads.
 Delight :-in this organisation start trading with the consumer and also start generating the
revenue. The customers of respective company feel happy by consuming their ice
cream.
After the discussion on commercial funnel, it has been analysed that it is very important for the
firm to understand the importance of funnel. This not only help in increasing the customer baser
by also help in increasing the revenue of the company.
New product development process:
This process helps the organisation to came in the market with excellent quality of the
product and customer orientation. This help the firm in executing their action plan in a very
effective manner. The process of NPD in context to the Hummingbird Bakery has been discussed
below:-
 Idea generation :- this is being considered as the first step of this model which is related
to the idea generation. The idea has been collected from the personnel of the organisation,
so that product has been innovated.
 Idea evaluation:- from the different available options or from the pool of different ideas
one option has been selected(Novikov, 2018.).

 Concept definition:- in this step focus has been paid on the technical feasibility, product
design, target market and many more.
 Marketing strategy development :- it is very important for the Hummingbird Bakery to
develop the marketing strategy. In this stage they have to focus on important parts like
target market, price, marketing budget, planned profit goals and marketing mix strategy.
 Business analysis:- in this stage, the respective company need to evaluate business
attractiveness. Cost, sales and profits has been comprises in this. Hummingbird Bakery
need to analyse their business functions and activities.
 Product development: new product has been developed by the company in different
varieties of ice cream, that offers to the customers. In this stage idea has been converted
into reality.
 Test marketing :- in this stage the Hummingbird Bakery ensure that the product which
have been developed by them cannot failed in the market by testing and for this, first they

have to supply the sample of their flavoured ice cream to their consumers. This step help
the organisation in knowing whether the product has been like by the customer or not.
 Commercialisation :- this is the last stage of this model. In this stage respective
organisation start sailing their new varieties of ice cream to the consumer due to which
the sales, image and profit margin has been increases.
P6 Shape an Innovation Business Case for a firm which comprises of various ways to raise
funds.
An effective business plan has been developed by the organisation with the help of business case
as this is being considered as the blue print of the company (Sheth and et. al., 2018.). Along with
this, this also help in examining the expenses, risk and perks in relation to the development of the
company. Following are the necessary factors which united in the business case in context to the
Hummingbird Bakery has been mentioned below :
Business case
Executive Summary: A business case has been prepared for the respective company in which
different ways has been found which reduced the complexities and
competition. Innovation is being considered as key element for the
success and it is very important for all the organisation to focus on this.
A new product name as Tofu ice cream has introduced by the
Hummingbird Bakery. The product is full of nutrients which energies
the consumers. This innovation help in overcome from this challenge.
Problem definition
and analysis
in this business case it has been identified that the slowdown in the
sales of the company in the third year has been faced by the
Hummingbird Bakery. The reason behind this is heavy competition and
they only deal in one type of ice cream
Solutions To over come form this problem company have to launch new varieties
of ice cream in order to attract the consumer towards the organisation.
Innovation in their ice cream is being considered as the best solution
which have been find by them. Innovation funnel must be used by the

company in order to make sure the success of the innovative idea.
Project description The management of company have to make sure about the resources
which are going to be used in innovation process like tofu, flavours,
sugar, machinery, etc.
Market Research all types of customers and market segments has been target by the
company. So that product can be consumed by all age groups
individual.
Financial analysis In business case funding is being considered as one of the most
important part. In this different types of financial institution has been
find by the company which assist them in fulfilling the requirement of
the capital (Torchia and Calabrò, 2019.). As the respective company is
a private organisation so different types of option has been present in
front of them. The types of financial institution for raising the fund has
been discussed below:-
◦ Loan from family and friends:- in order to run the
business fund can be raised fro the friends and family
members. This source is flexible in nature as repayment can
be done in small proportions.
◦ Bank Loans:- bank loan is the most common source of
raising the fund. In order to raise the fund company have to
show their revenues, profits, bank statements and many
more to the bank.
In context to the Hummingbird Bakery, bank loan is suitable for the company in order to fulfil
the requirement of the fund. Loan has been provided by the bank at an average rate.
M4. Develop a detailed innovation business case
To create actual organisational cases, it is very significant to consider the different kinds of
methods used by a particular company, to test and improve in-store innovation. Frugal
innovation is the most important method a firm practices, enabling it to have the right system for

designing innovation. In the future, Hummingbird Bakery will be used this as an innovation
goal-achieving process to make innovation products by supporting the company with the right
steps to create innovative products and services. Finally, Commercial Funnel also supports the
commercialization of its products on the market.
P7 Evaluate the different tools that organisations can use to protect the intellectual
property.
It has been identified that in the business environment the cases of infringement is
increasing which creates a problem that how the idea which have been generated by them has
been protected. In context to the Hummingbird Bakery, the recipe of developing healthy and
tasty ice cream need to be protected from the market. Some important tool in order to protect the
idea has been discussed below :-
 Patents :- this right has been granted to the owner who develop the idea has invention.
This is being considered as that type of intellectual property in which the rights are in the
hands of owner and if they see that their idea get infringe then they can file a case.
 Copyright :- this is the right in which the interest of the author, music, scripts, etc. has
been saved. If the organisation wants to protect their rights then this legal right is
beneficial for them.
 Trademark :-in this legal right firm can save their logo, sign, design, expression and
many more. This help in differentiate their product for their competitor in a very effective
manner.
CONCLUSION
From the above report it has been concluded that innovation is the process of creating
new item which yet not exist in the world. Hummingbird Bakery have planned to innovate their
working by innovating its existing product into Tofu ice cream. This report also concluded the
innovation funnel process which help in developing the product. Further, the process of sales
funnel has been concluded which help in understanding the concept of final purchase. This report
also concluded the different tools of intellectual property which can be used the company in
order to protect the original work of owner.

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