Unit 8 Innovation: Commercialisation Strategies at Delamere Dairy

This report provides an analysis of Delamere Dairy, a UK-based dairy product company, focusing on its innovation and commercialisation strategies. It addresses the company's background, current challenges related to increasing competition and decreasing sales, and aims to identify solutions through innovation. The report explores the application of frugal innovation, the utilisation of an innovation funnel and commercial funnel, and the importance of new product development (NPD) to meet stakeholder needs. It also discusses methods for testing the effectiveness of a new product, Kiwi Smoothie, resources required for innovative ventures, and the use of intellectual property (IP) tools, specifically trademarks, to protect the new drink. The analysis concludes that Delamere Dairy can gain competitive advantages, increase productivity and profitability, and safeguard its intellectual property by implementing the strategies discussed.

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.