Developing Innovation and Creativity for Sustained Business Advantage

This report delves into the critical role of innovation and creativity in achieving business success. It begins by introducing an innovative product, GPS Helmets (Aid-mets), designed to enhance safety for two-wheeler drivers and construction workers through a GPS-enabled accident alert system. The report outlines a strategic approach to identifying targeted customers using the STP model (Segmentation, Targeting, and Positioning), focusing on demographics, geography, and behavioral aspects. It details various sales channels, including physical stores, a dedicated website, and e-commerce platforms like Amazon and eBay. The report emphasizes the importance of sustainability by using environmentally friendly materials in helmet production and eco-conscious packaging. A competitive analysis identifies key players in the helmet market, highlighting Aid-mets' unique value proposition of prioritizing safety and affordability. Furthermore, the report explores e-commerce strategies, including website development and leveraging SaaS for efficient operations. It also discusses marketing strategies for promoting GPS Helmets and addresses the critical aspects of privacy and data protection, ensuring compliance with GDPR and other relevant regulations. The report concludes by reinforcing the significance of innovation, customer engagement, and ethical data handling in achieving a sustainable competitive advantage.

Developing Innovation
and Creativity for
Business Advantage

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
About the product........................................................................................................................3
Identify targeted customers.........................................................................................................3
Where and how to sell product....................................................................................................4
Appropriate name for the venture...............................................................................................5
Sustainability of innovative business proposition.......................................................................5
Competitors of the chosen business............................................................................................5
TASK B...........................................................................................................................................6
E-commerce................................................................................................................................6
TASK C...........................................................................................................................................7
Promotion of the product............................................................................................................7
TASK D.........................................................................................................................................12
Privacy and Data Protection......................................................................................................12
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18
Books and Journals:..................................................................................................................18

INTRODUCTION
Innovation and creativity is key to success for an organisation. Innovation will help
organisations to attract more customers toward their brand and with the help of innovation the
companies can enhance their profitability. Today, customers are expecting innovative products
and services to resolve their issues (Aboramadan, Kundi and Farao, 2021). Hence, high quality
and affordable prices are one the key requirement which need to follow by companies by
adopting innovation. The following report covers introduction about the innovative product, e-
commerce, marketing strategy of chosen innovative product and privacy and data protection.
TASK A
About the product
The innovative product which is chosen is related to helmet which is used to wear at the
time of driving by two wheelers and the helmet which is used by construction company
employees. The name of this helmet is GPS Helmets. The speciality of this helmet is that it is
having a chip which works as GPS system. In case of accident while driving or at construction
site if helmet gets damaged then directly this signal will be arrived by nearby hospital so that
ambulance will arrive at the accident site as soon as possible so that the harmed individual will
get medical treatment as soon as possible. This will help to save the life of people due to read
accidents and accidents at construction sites. This company will also take the permission from
government because for the effective implementation of this plan, the company is required to
make sure that almost each hospital of a country will have the device to track the accidents near
their location (Awan, Sroufe and Kraslawski, 2019). The range of catching the accidents is
approx 4 kilometres and in case the accident is reached by 2 or hospitals then the device will
decide that which hospital should send their ambulance at the accident site. This information will
be arrived by other hospitals within the range of accident that which hospital is sending their
ambulance at accident site.
Identify targeted customers
It is essential for every organisation to identify their targeted customers. As per the GPS
Helmets, their main targeted customers are those who drives two wheelers and who are working
at construction sites. STP model is used to identify those customers for the company which will
provide benefit to company and the application of this model is mentioned below-

Segmentation- This is the process of dividing huge market into sub sections so that
company will identify that which segment of market is beneficial for them (Bashir and Verma,
2018). As per the company producing GPS Helmets, they can segment their market into different
sub sections like demographical segmentation, geographical segmentation and behavioural
segmentation.
In context of demographical segmentation, the age group of customers which is
segmented by the company is 14- 34, 35-54, 55 and above. The income level segmented by
company is middle and low income earning people. In context of gender then the company
segmented their market for both male and female customers.
In context of geographical segmentation then the venture basically start to sell their
product within UK especially in London and Birmingham later on the venture is targeting to sell
their product all over the world (Binsawad, Sohaib and Hawryszkiewycz, 2019).
In context of behavioural segmentation, the venture is targeting those customers who are
loyal and who care for their safety.
Targeting- This is the process of choosing one or more segmented groups out of various
alternatives which will provide benefit for organisational growth. In context of GPS Helmet
producing venture, the company can target any age group with both genders male and females.
In context of income level then they can target low income customers easily due to the low price
of their GPS Helmets. Recently the company will target their home country for offering their
products. In context of behaviour, then the venture will target loyal customers who concern about
their safety.
Positioning– This is the concept where company mainly promote their product. In
context of chosen venture, they can promote their GPS Helmet through social media platforms
such as Instagram, Facebook and many others (Burns, 2020).
Where and how to sell product
The GPS Helmets are sold by various ways which are mentioned below-
 Physical stores of the company will be located at different corners of the city especially
crowded areas. This will help the customers to reach the stores without facing any
travelling issues. It is also planned by the company to open their stores within rural areas
so that the small town people will also buy their products.

 The company also have an attractive website which will help their customers to reach the
website and analyse the benefits of their product and the prices of the product (Busaka,
2019). The website have the open space where customers can ask their questions related
to product and the employees at the other end will respond their questions to clear their
doubts. Hence, website will help the company to get online orders for their GPS helmets.
 The company can also sell their GPS helmet through Amazon, e-bay and other e-
commerce sites. These are the sites where most of the customers reach to review the
products on daily basis. If the GPS Helmet is highlighted on these websites then the
customers will collect information about the product and in case they feel interested to
buy the product then they will try to contact to company to analyse more information
about the product to buy it.
Appropriate name for the venture
The venture which deals in GPS Helmets will named as “Aid-mets” which is made by
two different words “Aid” which reflects medical care and “mets” which is taken from last few
alphabets of helmets. Hence, this attractive name for the company will also justify their main
product and its purpose to protect the life of human being from accidents at roads and
construction sites.
Sustainability of innovative business proposition
Sustainability is the concept where companies use their natural resources in such a way
where the resources will fulfil the needs and wants of current generation as well as future
generation. In context of Aid-mets, the company use that hard material for making their helmet
which can be decomposed easily and did not harm the environment. GPS helmets are made up of
polycarbonate and fibreglass (Castillo‐Vergara, García‐Pérez‐de‐Lema and Madrid‐Guijarro,
2021). The Polycarbonate is considered as environmentally friendly material. On the other hand,
the stores will hand over the helmets in paper bags instead of plastic bags to avoid harming the
environment.
Competitors of the chosen business
It is essential for a company to analyse the competitive environment. There are few of the
competitors whose names are Heady Helmets, GPA Helmets, Forcite Helmets and many others.
They are the main competitors of Aid-mets. These competitors are offering high quality and

good designs of helmets which are having GPS system as well as Augmented reality system
within the helmet (Cheah and Ho, 2019). The prices of these helmets are high as compared to
other helmets. They choose both online and offline methods to sell their helmets to their targeted
customers. They also prefer to make effective relationship with their customers by continuously
contacting them and collect information whether they need any help or not. In context of Aid-
mets company, they are having unique features from their competitors. The main purpose of this
company is to save the life of human beings from accidents. Their competitors are working to
gain high profit and they track the helmet for their business purpose not for safety purpose. On
the other hand, the prices of Aid-mets helmets are lower then their competitors. This will also
help the company to gain competitive advantage. The designs of their helmets are attractive as
well as their helmets are present in all sizes.
The another factor for the company to gain competitive advantage is that the employees
skills to influence the customers to purchase their products only. Effective communication
skilled employees are required by the company to influence their customers and make them
ensure that their purchase decision of Aid-mets helmets are good for their safety. There are
different kinds of issues and problems of customers, a talented employee can solve all the doubts
of their customers effectively (Ciriello, Richter and Schwabe, 2018). The company can also
make good relationship with their customers by sending the information about their new features
in the helmets and others things like their broachers and others through mails. The good thing
about the company is that they collect feedback from their customers and ask whether they like
the quality of their helmets or not. The feedback will help the company to analyse the factors
which satisfy the customers as well as which dissatisfy the customers so that they will invest
more on satisfactory factors and modify and change the factors which create customer
dissatisfaction. This will further help the company to gain competitive advantage.
TASK B
E-commerce
Today most of the businesses are dealing in e-commerce where they sell their products
through online mode. This will help them to create a strong customer base by expanding their
targeted customers all over the world. Today, with the help of e-commerce a company based in
UK can sell their products in Asian countries easily. E-commerce help the company to aware the

customers about their products and brands at worldwide level. One of the best example of e-
commerce is company's website (Coulson-Thomas, 2018). A website is the page which provide
all official and true information about the company's products and services. Today most of the
customers reach the official website of organisations and collect information from those websites
like their mai9n products to sell and their actual prices offered by company to customers. Hence,
the companies tries to make attractive and 3easy to use websites for their customers so that they
will show their interest to reach the website again and again whenever they needs.
Software as a service (SaaS) is the way of delivering application over the internet as a
service. Here, companies and individuals are not required to installing and maintaining different
software. Hence, they can simply access the software whichever they required directly through
internet. There are various kinds of benefits to use SaaS like it contain low setup and
infrastructure cost, it can be accessible from anywhere, it contain the feature of automatic
frequency updates, high level of security of data and many others.
The Aid-med company can create their own website where they share the designs of their
helmets as well as the prices. The website should be attractive and easy to use so that the
customers can order helmets directly from the website. They can also sell their helmets through
other popular e-commerce sites such as Amazon, E-bay and many others (De Vasconcellos,
Garrido and Parente, 2019). The customer base of these sites are huge in number and the
frequency of customers reaching these sites are higher than any other e-commerce site. Hence,
this will help the chosen company to attract the attention of their customers in effective way.
Photograph is one of the most important factor to make a website attractive and easy to
understand for customers. Photographs of products of Aid-med will help the customers to
analyse how well the helmets will look if they order them for their use. Hence, the company
must use good graphics of photos so that customers will able to see clear image of products.
Today most of the website is focusing to present virtual reality option within their website where
a customer can check that which helmet will look more good on their face.
TASK C
Promotion of the product
Promotion plays an essential role in the marketing of any product or services that covers
different types of communication channels, information of the product or service, targeted

customers of the brand and many more (Guldmann, Bocken and Brezet, 2019). A company can
promote their product or services in different ways in order to create customer's attraction
towards brand and its offered good or service. In case of Aid-mets, the following are different
methods of promotion through which the organisation can promote their brand name and its
goods and services:
 Direct marketing: It aims to reach out the certain segments of the customers in order to
communicate them of product or services, new products or upcoming services. It may
include direct delivery of email, phone calls and many more.
 Digital marketing: It involves web advertising or online advertising, such as search
engine optimization, content marketing, social media marketing as well as affiliate
marketing. Nowadays, organisation can make their connection with a wider range of
targeted audience with the help of digital marketing. It is efficient to use as it can operate
at global level in a range of minimum time (Han and Bai, 2020).
 General advertising: It is a promotional method that does not target a specific audience
but aims to develop a common knowledge of the brand and its related goods or services.
With such, organisation may use magazines, radio, billboards, television and many more
to enhance the brand presence.
Therefore, by analysing all the above methods of promotion, the company is focusing on
social media marketing in which they can use multiple platforms such as Facebook, Twitter,
Instagram, Youtube to promote their GPS helmets.
It is seen that the company has its specialization on making GPD helmets which helps in
tracking the location of user. The target customers of the Aid-mets will be workers at
construction sites and two wheeler users. GPS helmets will support in any emergency and can
save the people from major harm. The company can use various methods to reach their target
audience (Hazem and Zehou, 2019). They can go either for traditional marketing or even go for
digital marketing. As most of the people are using social media platforms to gain a knowledge
about product or services, the respective organisation is also focusing on digital marketing to
improve their customer base. Hence, social media platform will help in attracting and reaching
the target audience.
Facebook has been chosen by the company as it contains a large number of audience on
their platform which are highly active to enhance their knowledge on something. The company

can be benefited by such digital platform to attract their target audience effectively (Islam and
Asad, 2021).
The following are some reasons why company should use social media platform to attract
their target audience:
 Use of social media for promotion and advertising: Social media has many benefits for
advertising and promotion as the whole world is connected on the social media platform
where they can interact, communicate, gain knowledge of anything, sharing experiences
and many more (Zhang, Xu and Wang, 2020). Use of social media platform may help in
sharing the business goods and services with the target audience. It is used by both kind
of online and non-online organisations need promotion to promote their offers to the
target audience. Either company can pay or freely promote their good or services to the
target audience on social media platforms. The company make use of influencers to
market their brand on such platforms.
 Social media is a good source of up-to-date information: The company also consider
the social media marketing as it helps in getting the most up to date news and information
about the company and its existing or new offers. Audience may get the most fresh
information and updates on current affairs by visiting and exploring such digital
platforms (Köping Olsson, 2022).
 Use social media to drive traffic to the company's website: Social media also helps in
driving traffic to the company's website. It is seen that most of businesses using social
networking as it helps in making visitors to the company's websites. Such visitors can
reach out the websites easily and can read the information about company's products and
services and acquire knowledge about them.
Paid search engines such as Google also helps in targeting and attracting the customers.
It is another way of digital marketing where search engines such as Google allow marketers and
promoters to show ads on their SERPs that is search engine results pages. It develops
controllable and measurable marketing channel in comparison with classical way of marketing.
In every second, there are million of people are searching something on Google for
services, products or answers to their problems (Liao and Tsai, 2019). Hence, this can be taken
as an opportunity for the business in order to promote their brand to a relevant and occupied
audience that is actively seeking to research or shop their good or service. Paid search involves

an edge of marketing that is if one is typing something on the Google, they may have an intent to
purchase or research over something. Aid-mets can use search engine method either through paid
or non-paid method in order to be top of the list in the searches by target audience.
Due to the following benefits the company should consider the paid search for their brand
promotion among target audience:
 It helps in producing fast results: Paid search helps in bringing the immediate traffic to
the company's website from the search engine (Volery and Tarabashkina, 2021). It act as
a complementary tactic to aid the efforts of SEO.
 It helps in gaining improved brand recognition: Paid search engine helps in enhancing
the brand awareness over a period of time (Madsen, 2020). It is not necessary that the
search engine user may always click on the ad whenever it appears in the SEO results.
Whatsoever, the user more often they lookup for connected industry keywords, they more
often they will be notified to the respective brand name and link of the website.
Role of customer journey map
Customer journey map is regarded as a process of developing a customer journey
map, a visual content of the user's interaction with the business. It helps organisation to get
knowledge into their customer's shoes and look their business from the views of customers. Aid-
mets can use customer journey map to gain insights into their general pain points of customers
and how such can be addressed by them.
The following is the stage of customer journey that can be used by the organisation:
 Awareness: It is the stage of developing awareness about the products or service to the
target mass. In this phase, the target customers of Aid-mets can search on Google to gain
knowledge about companies who provide GPS helmets (Marczewska and Weresa, 2022).
 Consideration: It is the phase where company focuses on the brand promotion. In this
phase, customers can compare one brand from another in terms of cost, use, benefits and
many more.
 Conversion: This phase can make or break the customer journey. The promoters of the
respective company should focus on their marketing activities in order to be top in the
suggestions so that visitors can covert into customers (Meredith, Baxter and Anwar,
2022).

 Retention: After making visitor into potential customer, there is a need to retain
customers for the brand by keeping them happy and satisfy with the services or products.
These retention process can be important for the organisation as such customer become
advocate for the organisation (Moussa, McMurray and Muenjohn, 2018).
 Advocacy: It covers word of mouth publicity by the customers. Aid-mets should focus
on the fulfilling the needs and wants of customers as these can be advocate of the
company. The company should not neglect negative feedback and review of the
customers as these can damage the reputation of the name.
Customer journey map should be considered by the organisation as it is one of the
strategic approach to better acknowledging customer expectations and is crucial for using the
experience of customers. It has following benefits to the company:
 It helps in providing better understanding of customer emotions.
 It enhances employees along with customers satisfaction.
 It helps in analysing the stumbling blocks in goods or services.
Email marketing:
It is a form of promotion method that can be used by the organisation. Through
email marketing, the company can make the consumers on their list of emails aware them about
the goods or services, related offers, new launches and many more (Naiman, 2019). In case of
Aid-mets, the company is using email for their pre-launch activity in order to develop awareness
and excitement for the brand. The organisation will focus on meeting the expectations and buzz
around the forthcoming set up and develop significant leads as well.
In case of Aid-mets, the company can gain following benefits:
 Strengthen relationship: Through email marketing, the company can gain the ability to
be top of the customer's mind and keep them engaged with the company during peak
season as well (Najibullah, Luthiah and Muldani, 2022).
 Reach people on any device: Email marketing helps in gaining the customer's attention
due to its involved mobile technology. Almost everyone is using mobile in their hand so
it is one of best tool to open an email in which the company's information is contained. I

TASK D
Privacy and Data Protection
The Data Protection Act 2018 establishes the framework for data protection legislation in
the United Kingdom. It replaces and updates the Data Protection Act 1998. On 1st January 2021,
it was amended by regulations under the EU Act 2018, to show the status of UK outside the
European Union. It supplements and sits alongside the UK GDPR such as giving exemptions
which simultaneously covers individual data protection rules for enforcing law authorities, leads
data protection to some other areas for instances national defence and security and establishes the
Information Commissioner's powers and functions (Nakano and Wechsler, 2018). The DPA
2018 controls how an individual information is utilised by businesses, organizations or the
government. It is the implementation of UK of the General Data Protection Regulation (GDPR).
Every individual accountable for utilising exploiting personal information has to cover strict
rules and regulations which is known as “data protection principles”. Therefore, Aid-mets should
carefully ensure that the data should be used with following principles:
 used lawfully, fairly and transparently
 accurate and must be up to date
 used for explicit and specified purposes
 kept for no longer than is essential
 should be used in a manner that is relevant, adequate and limited to only what is
necessary
 managed in such a manner that makes sure suitable security, covering protection against
unauthorised and unlawful processing, loss, access, damage or destruction
Also, there is a necessity that the respective organization should be strongly focuses on
more sensitive information such as race, religious beliefs, political opinions, genetics, ethnic
background, health, sex orientation, trade union membership and many more (Nasifoglu
Elidemir Ozturen and Bayighomog, 2020). Moreover, under DPA 2018, one may have a right to
identify what data the government or other companies store about an individual. They may
consider the right to:
 have data deleted
 have wrongful information updated
 collect personal information