Innovation & Commercialization - Presentation

This presentation discusses the use of commercial funnel, matching of goals to resources and capabilities, assessment of risk, and more in the context of Delamere Drinks' innovation and commercialization.

INNOVATION &
COMMERCIALIZATION
PART B

Introduction
•Introduction
•Use of commercial funnel
•Matching of goals to resources and capabilities.
•Assessment of risk:
•Summary of the new idea and how it will meet stakeholder needs
•Techniques for testing product effectiveness and for evaluating the present idea of
Delamere Drinks
•Resources required for innovative business case
•Different tools used for protection of intellectual properly rights by Delamere Drinks:
•Conclusion
•Reference

Introduction
Present presentation report is based on the drinks brand Delamere Drinks
that is a brand which started with a dramatic increase in sales in the initial
years because of their distribution network and innovative capacity, as the
company started to enter in next phase there has been a situation of high
completion as more competitors began entering so there was a need to
launch something innovative

Use of commercial funnel:
Commercial funnel is a sale process that is related with the
overall buying procedure of a firm that is helping in increasing
the quantity of sales and helping them in risk assessment,
customer interaction, development of interest etc. Below
mentioned is the commercial funnel that has been discussed
with respect of the new innovative fruit drink that is being
launched by DEALMERE drinks the commercial funnel is
basically based on three relevant segments such as :

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• Marketing funnel segment:
• Sales funnel segment
• Customer funnel segment:

Matching of goals to resources and capabilities:
In this the Delamere Drinks will be making efforts to utilise their existing resources
deployed in launching of the innovation in their brand. Such as, the resources
available in terms of human resources and existing channels of sales and
distribution have to be used for the purpose of making the products reach to their
customers. According to this the overall goal of increasing the revenue that is
declining and maximum utilisation of availability of resources can be achieved.

Assessment of risk:
There can be presence if many different types of risks such as those related
to insufficient amount of financial resources or less trust by customers. All such
situations of risk have to be identified beforehand so that it does not impact the
new launches of product for Delamere Drinks.

Summary of the new idea and how it will meet
stakeholder needs
The present idea of launching a new drink that is having a low calorie content and high
nutrition in terms of mix of various different types of fruits containing different
nutritional value. This product is specially made for the segment that is willing to have
something nutritious and at the same time with no fat or calorie content. There has been
a trend in the society that is shifting towards healthy and high quality of living for this
people are developing preference for no nutrition that can be gained from such.

Techniques for testing product effectiveness and for
evaluating the present idea of Delamere Drinks.
There are different types of product testing methods that can be used by the
organization as discussed below:
•First is product testing method:
•Unit test
•Test case

Resources required for innovative business case:
Funding for market research: This is a Test based results is type of research in
which there is Collection of data from the existing sources. In case of present drinks
brand there will be a detailed analysis and a Desk based research of the where the
changing preferences of customers have to be analysed based on use of a
questionnaire. A survey will be conducted for a small segment of market the whole
population.

Different tools used for protection of intellectual
properly rights by Delamere Drinks:
There are different types of intellectual property rights that can be sued by a
organisation for protection of their innovation. Such as in the case of Delamere
Drinks there are below mentioned options that are available with the organisation:
There are three major types of intellectual property rights that can be used by
organisation for protecting their innovation.
1.Patent:
2.Trade mark
3.Copyright

Conclusion
From above discussed points it can be said that For the purpose of improvement
of present sales in organisation is very important to do continuous
innovation. For making innovation there is requirement to detailed analysis
of all the required resources and stages so that a proper business case can be
prepared and further can be applied to make a new innovative product

References
•Mollick, E. and Robb, A., 2016. Democratizing innovation and capital
access: The role of crowdfunding. California management review, 58(2),
pp.72-87.
•Jamil, F., Ismail, K. and Mahmood, N., 2015. A review of
commercialization tools: University incubators and technology
parks. International Journal of Economics and Financial Issues, 5(1S),
pp.223-228.