Innovation Strategies and Commercialisation Report: Essence Drinks

This report examines the concept of innovation within the context of Essence Drinks, a company facing declining sales of its mango Lassi in the UK. It explores the importance of innovation versus invention, and how organizational vision, leadership, culture, and teamwork shape innovation and commercialization. The report delves into the 4Ps of innovation (Paradigm, Position, Process, and Product) and the application of the innovation funnel. It further discusses frugal innovation, the commercial funnel, and the development of an innovation business case, including funding access. Finally, it evaluates tools for developing, retaining, and protecting knowledge and intellectual property. The report provides a comprehensive analysis of innovation strategies, processes, and their impact on a business.

Learners Declaration:
I certify that the work submitted for this unit is my own and the research sources are fully
acknowledged.
1

Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
P1.Innovation and determine its importance to organisations in comparison with invention
................................................................................................................................................3
P2.Organisational vision, leadership, culture and teamwork can shape innovation and
commercialisation..................................................................................................................4
TASK 2......................................................................................................................................4
P3.The 4Ps of innovation and explain the use of the innovation funnel to examine and
shape innovative ideas............................................................................................................4
P4 Developments in frugal innovation and their uses in the organisational context.............5
TASK 3......................................................................................................................................6
P5. The importance of the commercial funnel and the application of New Product
Development. ........................................................................................................................6
P6. Build an Innovation Business Case for an organisation, including ways to access
funding...................................................................................................................................6
TASK 4.....................................................................................................................................7
P7 Evaluation of tools to develop, retain, protect knowledge and intellectual property .......7
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................9
2

INTRODUCTION
In business economy, the concept of innovation is related with the approaches of
developing new elements to the existing goods and services that fulfil the need of customer in
more approachable manner. In general it is also defined as the resources of modifying the
business models within a firm and adjusting to the deviations in particular marketplace in
order to provide more effective goods (Bigliardi and et.al, 2013). This report is based on
mango Lassi that is going out of the picture and there is reduction in sales figure. The founder
Akshay Kumar is thinking to bring innovation into Lassi so that it can sustain in market of
UK.
In this report, explanation and difference in the context of innovations and invention is
discussed. In addition, the various types of innovation and the valid process required to
commercialise innovation is being described. Apart from this evolution of range of method of
protecting ideas and their advantages and disadvantages are disuses in this report.
TASK 1
Innovation and determine its importance to organisations in comparison
with invention
In present business era, the word innovation is defined as the method that is mainly
used for developing something new, attractive and appropriate to survive for long periods and
make business attain success. The company use to deliver delicious mango Lassi from past
few years. But with the rapid changing environment their sales are minimising in UK as
people are moving to healthy drinks. Meaningfully founder Akshay Kumar brings idea to
innovate in Lassi so that customer gets attracted and sales are increased. Consequently, the
visionary proposes to offer Papaya and Honey Lassi as it is healthy drink and will make
people fit as papaya and honey both reduces fat from body.
Some of the main significance of bringing innovation into Lassi for company is defined
below:
 Innovation results in improving sales and contributes to generate revenue as people of
UK are health conscious and they get attracted towards this new product.
 Offering new products as per the demands and requirements of consumers’ outcomes
in exploiting their satisfaction level and faithfulness and help to improve goodwill at
global level (Collyer, 2017).
3

Aside from this, development is vital for entire organization just as the representatives as
this act as development and improvement device. Moreover, invention and innovation both
are commonly not quite the same as each other. The main motive of Akshay Kumar is make
advancement into its current items as opposed to substituting it from additional invention.
Thus, individual firm are not actualizing any sorts of creation as though it will change their
USP then its sales limits consequently.
The basic difference between innovation and inventions are explained below:
Basis Innovation Invention
Definition This means putting creative ideas and
adds values to existing products (Davies
and Horst, 2015).
It is mix of ideas and activities for
producing new product line as existing
one in not able to deliver better result.
Concepts Innovative ideas are performed in
applied manner for better result.
Original ideas and valuable process are
executed.
Actions All activities are spreads into whole
firm.
The main actions are performed by
research and development department.
Focus on It mainly focuses on build-up of
numerous goods and activity.
Its focus typically on detailed
approaches or complete process.
Organisational vision, leadership, culture and teamwork can shape innovation and
commercialisation
In business world, almost each type of entity are required to have clear vision, mission
that help in reaching predefined goals. In order to sustain for long in Essence Drink and gain
effective position within current market it is substantial to deliver mission, vision and
objectives of company to each staff member so that they work accordingly (Doloreux and
Shearmur, 2013). Consequently, team work, culture perform, vision and leadership vital role
in procedure of commercialisation and innovation. All these in the context of respective
company are clarified below:
Vision: The main vision of Essence Drink Company is to deliver healthy and tasty
papaya and honey lassi to the people living in UK. As firm willing to gain competitive
4

advantage as there is not any other rivals offering such a healthy drink. This help to satisfy
emerging demand of customer and improve sales for specific period.
Leadership: The process of innovation includes effective leadership because
important message and command must be reach to each responsible person involve in
innovating product. In respective company, leaders plays essential role in maintaining
operative association between workers and employer that help in executing plan and reaching
the desired objective (Etzkowitz and Zhou, 2017). There are basically different type of
leadership style such as Democratic, Autocratic, Strategic, transactional that help support
internal manager to execute various plans prepared for improving performance. In Essences
drink strategic leadership that support leader to sit together with responsible member to plan
about the main operations and growth opportunities so that new product can be launched in
easily.
Culture: The procedure of innovation also includes culture of firm as it is connected
with regulations, beliefs, values and policies planned by manager for making business
operation better and profitable. If the values with respective company are happy and calm
then it will be modest to perform improvements in present products. Besides, administrative
culture must be welcoming as well as constructive in order to adhere needs and requirement
of workers that help in producing desirable goods. There is mainly three type of culture such
as power culture that means overall control of business remains within hand of few
individuals to take valuable decision. Task culture means that useful teams are made to
perform specific task and resolve issues that arise at the time of completing project. Role
culture are depended on rules so that people are highly controlled to perform particular role
and responsibility. In Essences drink, power culture is followed due to which manager
control take valuable decision in order to launch papaya and honey lassi and attain
profitability.
Team Work: Work cannot be completed without effective time thus it is very crucial
for companies to make effective team for doing activities so that any situation can be handled
and employers are able to attain the overall aims. With proper team work the company
Essence Drinks could achieve their programmed objectives that are to bring new papaya and
honey flavoured Lassi in marketplace. There are mainly two types of team effective and
ineffective team that execute useful work within company. In ED effective team use to
communicate with each other and prepare plan for improving quality of their product and
gain success. In order to bring innovation and commercialisation within organisation the
5

manager must maintain relationship culture as it will held to bind good relation among the
personnel.
TASK 2
The 4Ps of innovation
Innovation denotes to evolving or conveying original idea to prepare goods and
services which customers have not ever experienced earlier. It is innovative procedure which
needs imagination and creative approach on the part of businessmen so that uniqueness can
be added into existing product (Hu and Zhao, 2016). The chief goal of accepting this exercise
is to obtain economical advantage in marketplace. Innovative principle like mango Lassi was
the major reason that increases sales for Essence drinks in earlier year. The innovation is
based of 4 p’s (4P's of innovation. 2015). These are defined below:
Paradigm- This factor is associated with changing viewpoint of seeing business that
mainly includes taking a look at same thing in an alternate manner, Initially Lassi was not
considered as possible item to sell in the UK however the accomplishment of essence drinks
changed the mentality of part of individuals and therefore numerous contenders went into the
market with offering wide scope of beverages. It is worried about changing the manner in
which things are done in the organization getting new model to the arrangement of
association.
Position- It identifies with the view of clients towards the association and what is the
picture of society in the market concerning workers, sub-contractors partners and so on. To
have the option to get sustain in the market Essence drinks needs to bring another diverse
classification other than simple Lassi because customer thinks that company is dependent on
that as it were.
Process- This is bothered about not simply the way toward manufacturing goods and
services yet in addition different exercises like selling, bookkeeping, advertising, providing
and so forth. In context of Essence drinks needs to get changes the producing and
appropriation procedure of existing Lassi. Like the lassies ought to be sold on the web or
there must be systematic and fast delivery system. The organization needs to acquire
improvement within this element so consideration of clients can be assembled which will
result in expanded benefit.
Product- It is a typical advancement methods utilized by the association that includes
adding new components in the current items is the piece of creative strategy. Essence drinks
can provide papaya and honey Lassi with designer packing in different sizes so that customer
6

can buy according to consumption. This system helps in trapping clients by offering them
something new that is never experienced before.
Use of innovation funnel in examining and shaping idea:
Innovation channel or funnel is model exploited by the companies to assess and
abstract new thoughts. It clarifies the methodology of creating item so as to take into account
the requirements of market by making new inventive items or procedure. The phases of this
structure are opportunity appraisal, knowledge, conceptualisation, assessment and
benchmarking, criticism and launch interest (Keskin Diehl and Molenaar, 2013).
Steps of innovation funnel
Illustration 1: Innovation funnel
Idea development and management: Essence drink company make use of
respective method such as extensive research or group discussion in order to get the best idea
to launch new product and manage these ideas in proper manner for better result.
Development of project: At this stage stirred up market is developed where example
of innovation such as papaya and honey lassi is offered to customer. This help in developing
best suitable activities which help in introducing new product in emerging market.
Go/No Go: The feedback of customer helps the company to take wise decision
regarding innovative product should be further offered in market place or not. Though this is
time taking process to take final decision but it saves the future cost of company.
Launch: After passing through various stages Essence drink finally introduced its
healthy papaya and mango lassi within UK market.
Application for Essence Drinks:
Essence drink can relate this model by first obtaining learning and consider numerous
thoughts as much as possible to meet the criteria. Valuable data can be assembled from
7

different sources, for example, rivals, clients and different business organizations a while
later structures ought to be made and testing should be done to check their reactions. In last
final decision are made weather to go with the following features to produce particular
product or more alteration are required to satisfy needs
Frugal innovation and their uses in Essence Drinks:
In business era, frugal innovation is referred to brining innovation in the product and
useful services with the available resources. Usually this is adopted by entrepreneur when
there is scarcity of resources within economy. There are assorted principles which are defined
underneath: Find opportunities in adversity- By adapting this ethics Essence drink are needed to
determine all opportunities that are beneficial and threats so that plans are made to
bring sustainability while producing new good. Do more with less- Respective firm must determine the effective ways to progress
their Lassi with restricted resources in market. Think and act flexibly- The process of innovation must be flexible so that upcoming
situation and changes can be adapted and activities are performed accordingly.
 Keep it simple- Bringing various changes in existing product could lead to more
compound scenarios for business. Thus to make customer attention company must
only provide Lassi according to their needs and wants such as papaya and honey
Lassi.
Uses in the organisational context:
In the context of Essence drink, the innovative Lassi is produced by adding healthy
flavours and components such as honey, papaya. The company has is efficiently using
present techniques cost efficiently and low raw material for developing new Lassi that will
control cost and bring new profits. The have also build online portal and tie with best delivery
services of UK in order to provide customer requirement on just one click.
8

TASK 3
Importance of the commercial funnel
In business context commercial funnel is measured a systematic manner that have
three segments. Thus, it is consider being important funnel that is essential for
Essence Drink growth. This is defined below:
Pricing Policy: With the assistance of commercial funnel company could make
policies for setting prices by determining the actions and behaviours of the customers
relevant to different price. This help Essence drink to offer best price for produced new lassi.
Improving ways for business growth: It is measured as essential ideas into the
development of business organisation as funnel identify the target customer and develop
goods that are needed to fulfil their requirements.
Growth of technology advancement: Essence Drink could make use of commercial
funnel for presenting innovative lassi into marketplace. With advance technology they can
provide lassi by online portal to desired customer.
New product development is important and lengthy procedure that
includes different steps which are mentioned below:
 Idea Generation: The main step to create innovation in existing lassi is to progress
with creative thoughts by analysing proper market research. Idea Evaluation: The second important step is related with evaluation of ideas that
are generated for developing new elements into existing product. Concepts Definition: After assessing the thoughts the concepts of introducing papaya
and honey lassi will be approved by responsible management and owner. Strategic analysis: Essence Drink director have to guarantee that idea of new lassi
will set in the strategy and help to gain profitability margin and demand of customer. Product development and testing: This step is related with testing of produced goods
that is ready for sales. Market testing: Herein, Papaya and honey lassi market testing is performed according
to producers, consumers, feedbacks and reviews so that further changes are made. Commercialisation: In this step the newly produced lassi price will be determined by
using effective marketing plan.
9

 Product Launch: The last step is related with launching Essence Drinks new lassi
with added flavoured into market.
New product Range by Essence Drinks:
Illustration 2: Source: Papaya and honey lassi
Flavour:
Ingredients: In order to prepare Papaya and Honey lassi the following ingredients are:
Papaya, curd, honey:
10

Price: The product is launched by essence drink to fulfil the need of people as they
need healthy drink made of curd at low cost. In order to attract customer the price of lassi is 5
pound.
Nutritional values table: This table shows the total data base of nutrition within Papay
and Honey lassi:
Calories 146.2
Total Fat
Saturated Fat 1.8g
Polyunsaturated Fat 0.1g
1.9g
Cholesterol 10.7 mg
Total Carbohydrate 25.4g
Protein 6.6 g
Vitamin A 17.4%
Vitamin B-12 4.6 %
Vitamin B-6 8.0 %
Vitamin C 53.0 %
Vitamin E 0.4 %
Packaging: In order to draw the attention of customer company plan to design
attractive packets. The packaging of Essence Drink would look like this:
11

12