Developing Innovation and Creativity for Business Advantage Report

This report provides a detailed analysis of Crizzel, a cosmetic retail store in the United Kingdom, and its innovative product, Thrush, a transparent sun lotion and face wash designed for both men and women. The report explores the importance of innovation and creativity in the business environment, particularly within the context of the COVID-19 pandemic and the rise of e-commerce. It covers key areas such as the unique product proposition, e-commerce strategies involving platforms like Amazon and eBay, marketing approaches, and privacy and data protection measures. The report discusses the target audience, product selling strategies, and the importance of sustaining innovative business propositions through various business models for sustainability. It emphasizes the need for market analysis, customer understanding, and the application of marketing theories to achieve business goals. The report also highlights the importance of stakeholders and corporate social responsibility in creating positive value and ensuring the long-term success of the business.

Developing
Innovation and
Creativity for Business
Advantage

EXECUTIVE SUMMARY

Table of Contents
EXECUTIVE SUMMARY .......................................................................................................2
INTRODUCTION......................................................................................................................5
MAIN BODY ............................................................................................................................5
A) The innovative product OR unique service proposition ..................................................5
B) e Commerce (propose to setup an online website).........................................................10
C) MARKETING................................................................................................................13
D) Privacy and data protection ...........................................................................................18
CONCLUSION .......................................................................................................................20
REFERENCES.........................................................................................................................21
Books & Journal: ................................................................................................................21

INTRODUCTION
In business, innovation and creativity play important role as because without this two
key factors it is not possible for organisation to achieve their goals and objectives. It has
become crucial to focus on change in market so that it is easy for every enterprise to produce
new and innovative product to the customers. Retail sector has been rising at rapid scale but
due to the current situation of covid-19 it is becoming difficult for business enterprises to
execute their functions as well as operations in proper manner (Aleem, 2017). This makes it
essential to adopt online selling and distribution methods. Main purpose of this report is to
understand the concept of innovation as well as creativity within this contemporary business
environment. With increase of competition in corporate world, it is critically become
necessary to focus on delivering and producing innovative products so that it is easy to
increase Goodwill of a brand for longer period of time. Crizzel, cosmetic retail store, located
in United Kingdom. The retail store as producer new innovative product and has named it as
a Thrush which is a transparent Sun lotion as well as face wash and can be used by both men
as well as women because it is a single product with two different qualities. In this on-going
pandemic situation, the company is going to sell its innovative product within market through
digital platforms and e-commerce websites such as Amazon and eBay. With changing period
of time, it is necessary to have appropriate information and data about the uncertain situation
of market so that goals are accomplished in easier way. This report comprises of formation
major issues with an innovative product in which it includes the position of an innovation
product, e-commerce website, marketing and privacy as well as data protection.
MAIN BODY
A) The innovative product OR unique service proposition
 About the innovative product- The innovative product in business is important to be
produced and manufactured so that it is easy for organisation to achieve competitive
advantage within this contemporary market. In retail industry, the level of competition
has been increased at higher scale and expectations as well as demand for customers
are also changing at rapid scale (Francis, 2018). It is critically crucial to focus on the
changing needs and expectations on the basis of which it is easier for businesses to
implement strategies for business advantages in well effective manner. In this current
on-going current pandemic situation, it has become essential for every organisation to
deliver a new change with the market so that it is easy to reduce rivalry within a

similar sector. Main benefit of innovative product is that it attracts many new
customers and market people. Moreover, it is also seen that with development of
innovative product it is easy to enhance and increase the both profitability as well as
productivity at wider scale. This is also examine that innovative product consists of
natural resources that are good for skin care and glow of the human body it is too
stated that appropriate kind of proper processes and procedures are needed on the
basis of which it is easier for new brand to test and distribute their innovative product
in most appropriate manner. By adopting of innovation, individual is able to access
the new changes and benefits easily. To reduce the competition level, innovation is a
critical process. Furthermore, in relation of chosen firm it is examined that appropriate
kinds of analysis is to be required on basis of which it is easy to make effective
decisions (Gembarski, 2017).
 Customers- Customers are important part of business and price without which it is
not easy to execute exchange process. This has been analysed that it is necessary for
enterprise to target the audience by conducting proper market analysis as well as
research so that it is easier to make decisions regarding the distribution of innovative
product in correct way. Moreover, the target audience of innovative product which is
Thrush is the individual between is group of 15-45 who are focused and care of their
skins and people who like to go out during day days as a less on the beaches.
Customers, are beneficial for business that are responsible for generating profit and
productivity (Glick, 2020). This is stated that by targetting different types of
customers is beneficial for developing business activities. To target audience, this is
necessary to sates about the accessing to proper market changing factors that helps in
achieving of business goals in easy way. The targetted customers are tracked through
accessing to social media platforms like reviews through social media platforms like
Facebook, Instagram, etc. Furthermore, in this ongoing pandemic situation it is
critically stated that customers needs are essential to be analysed on the basis of which
decisions are made easily.
 Product selling (how and where)
When new product is being innovated or modified, it is necessary to focus on how the
new product will be distributed and sold within the market and to the target audience. It is
essential to be aware about process of product selling and its techniques so that problem is
not faced during future period of time. In relation of selected enterprise, the product will be

sold through online website and e-commerce applications like Amazon, eBay and many
more. This is because due to the rising ratio of COVID-19, physical suppliers are becoming
digitally focus and adapting the concept of digital marketing to distribute their products at
largest level. Through adoption of concept of product selling it is easy to distributes the
products in easy way. Furthermore, it is too analysed that the product selling is to be viewed
as crucial important concept as it helps in accessing to customers and market in easy way. In
this competitive market, correct use of analysis is needed as it assist enterprises to achieve
their vision and mission (He, 2020).
Product selling is a time consuming process as because it requires a deep level of
thinking knowledge and expertise to distribute the product to customers so that their
satisfaction and needs are fulfilled at appropriate level. It is crucial to distribute the product
to the target audience through convenient distribution channels so that benefits are obtained
in appropriate way. There are different modes of product selling which are online and offline.
In context of chosen entity, manager of a company is well aware about the targeted
market and audience and approaches them via different form of platforms and techniques.
For example- in this new business this is crucial to adopt the different types of techniques to
sell the products so that there are different ways of reaching to customers. As the product is a
a Thrush, which is a sun lotion and face wash cream which is to be sold via online platforms.
Furthermore, it is also analysed that marketing theories and applications are required to be
carried out adopted in most efficient manner (Jin, 2019).
 Name of venture- The name of a venture is Crizzel, which is a cosmetic retail store
and is headquartered in United Kingdom. When developing a new product it is also
important to focus on name of the new venture so that customers are easily attracted
towards a brand name and products are reflected in better way.
 Sustaining innovative business proposition- In business, it is necessary to get inside
within a stakeholders as they impact upon sustainability period and different factors
which are important for business proposition development. Innovating business
proposition is to be developed with correct consideration so that sustainable period
increases for longer time period. In context of entity, it is necessary to be well aware
about business proposition so that new ideas are developed in easy way.
 This consist of different types of elements which of the discussed below-

BMfS to overcome the public/private benefit discrepancy- A business model for
sustainability is to be defined as a system of activity within of farm which allocates resources
as well as manager’s activities in a value creation process to overcome public or private
benefit discrepancy. This can be achieved by extending the value proposition to integrate
public or private benefits, involving customers and is possible partners in value creation
processes, taking benefit of partnership which improves the resources and activities.
SBM to create extended customer value- It refers to kind of a business model which
initiates and create competitive benefit through superior customer value and contributes to a
sustainable development of an enterprise and can be interpreted as a sustainable business
model (Kuncoro, 2018).
BMfS to create business cases for sustainability- In New business, it is necessary to
create a case study for sustainability and a model so that it is easier for enterprise to make
decisions and support voluntary activities in effective way. A model for estimating is actively
managed with aim to create customer and social value by involving with social
environmental and business activities. Main purpose defined as “supporting activities which
solve or moderate social and/or environmental problems”, i.e. Co-create societal and business
value through the support of (mainly) voluntary, measurable, and deliberate entrepreneurial
activities aiming for business cases for sustainability, Based on the business case for
sustainability concept. Business models for sustainability is essential to be known so that
theories as well as applications are being applied in correct way. Furthermorem, there is need
of proper business case which helps in identification of problems for specific area. Manager
and marketing department team of a firm will be responsible for implementation of business
case (Kurtti, 2018).
SBM for technological, organisational, and social innovation- Sustainable business
models are important for development of enterprise goals and with the focus on technological
innovation as well as social innovation able to deal with many problems and helps in in
dealing with external as well as internal challenges of marketing. In relation of selected
enterprise, technological and social as well as organisational innovation have been taken as a
first priority on the basis of which it is easier to deal with uncertain situations like COVID-19
and which will help in reaching to mission or vision. Technology play crucial role in
development of enterprise. Social and organisational innovation are too crucial which are
required to be carried out with proper considerations. This is too stated that through use of
new practices and tactics, company is able to reach to benefits easily. With consideration of

sustainability business model, chosen firm can easily access to all the related changes in most
appropriate way.
With changing period of time, this has become crucial to adopt the correct use of
innovation factors so that new firm is able to reach to goals easily.
SBM to create positive value for all stakeholders- Sustainable business models are also
beneficial for creating and implementing a positive value for all the stakeholders that are
important for development of organisation goals. Stakeholders are to be considered as
important person of organisation without which it is difficult for company to make effective
decisions. Moreover creating a personal value for all the stakeholders like customers,
employees, shareholders, owners is a difficult process which need to be carried out with
proper consideration. Main purpose defined as “creating, delivering, and capturing value for
all business model stakeholders while acknowledging natural and social/societal limitations”,
i.e. Co-create societal and business value through considering any effect on any possible
stakeholder, while the involved (external) systems limitations are considered. Stakeholders
are known as valuable individual for business enterprise. Value can be created through
fulfilling needs and expectations of stakeholders. The positive value of customers is to be
critically focused so that all benefits are obtained easily (Malec, 2020).
Corporate social responsibility- In sustainable business model, corporate social
responsibility is also to be viewed as an important part as it is defined as a integration
between social and economic factors and duties which are to be fulfilled by organisation. This
is also see that through appropriate use of environmental scanning the chosen firm can easily
fulfil the corporate social responsibility. It is essential for business to focus on development
of CSR so that it is easier for enterpise to achieve all the goals and objectives in proper
manner. In context of chosen entity, it is analysed that correct type of focus and analysis is
needed so that all goals are accomplished. Each and every individual focuses on protecting
the environment and carrpying out society activities in well appropriate way (Maslova, 2018).
After a brief analysis of above matter, it has been examine to that business model for
sustainability are crucial to be focus brand implemented within in appropriate manner so that
it benefits are obtained in easy way. It is duty of a manager to make a show that models are
being created and developed in such a way that or problems are cleared and strategies are
easily adopted. With consideration of the above related factors for business model, it is easy
to access to set objectives within period of time. In this changing period time, every

indvidual need to be focused towards adoption of new product or services. Through adopting
of a SBM, it is easy to reach to goals in appropriate manner. Moreover, by accessing to these
models, chosen business is able to adopt the business benefits in easy way. Furthermore, a
proper reserach is to be carried out so that resources for new product is being used in efficient
manner.
B) e Commerce (propose to setup an online website)
The e- Commerce platform is to be viewed as most approachable method which is
used by organisations to market their product and brand name. Main benefit of e-commerce
is that it helps in distribution and selling product in easy and online mode. The field of e-
commerce is wider and broader which is also being adopted by many firms in order to
distribute the products and reach top customers. So, the proposal for new online website is
discussed as follows-
 Decide on a brand- Prior to the start of a new e-commerce website, it is necessary
for entity to decide a brand name. So, the venture name is Crizzel which is to be
reflected on the domain name when select or purchase is done. Deciding brand name
is first step of creation of website development. Thus, proper name is required to be
decided so that clients or customers are easily attracted and the it is easy to pronounce
a brand name (Morrison, 2019).
 Securing the domain name- It is too important step which is needed to be focused as
in this domain name is ready and it is time to secure name from others. The domain
names can easily purchased through hosting firms or registrars. There are several
types of domain name and which can be used by any one. So, it is necessary to secure
domain name in relevant manner.
 Choose right e-commerce platform- It is also essential step in which it aims at
selecting or choosing of right e-commerce platform for the business. This is important
to first decide the correct e-commerce platform so that all objectives are cleared and
problem is not faced at further point. So, SaaS is being viewed as a most appropriate
e-commerce platform for website. It refers to Software as a Service and it mainly
focuses on software delivery as well as licensing where end users access the software
online. These end users pay subscription fee to be able to use a software (Nouwens,
2020).

 Choose right hosting package- This is another step in which it states about selecting
of a right hosting package so that budget is maintained in better way. In reference of
selected brand, they have been easily focusing towards the selection of right hosting
package. Without choosing of a right package, it is not easy for a new entrepreneur to
carry create a website. So, the package is to be chosen after analysis of financial
assets of a firm.
 Secure an internet merchant account (IMA)- In order to take money online,
individual need to secure an internet ready bank account called an internet merchant
account (IMA). Internet merchant accounts differ from normal merchant accounts as
you have no direct access to the funds collected until they are cleared by the bank.
The amount of time it takes for the funds to clear will vary depending on the
perceived risk associated within business. It is necessary to secure the business
payments so that payments are made in correct and secure way (Palmirani, 2018).
 Choose a payment service providers- In this it reflects about selecting of a
appropriate kinds of a payment service provider so that payments are made in proper
manner. It is not easy to select a PSP as proper research is required at wider scale.
Moreover, once IMA is present or business selecting a payment processor is a also
important (Aleem, 2017).
 GDPR Terms and conditions- Setting up a online e-commerce website is not an
easy task and required a deep level of knowledge of technological as well as
marketing on basis of which it is easy to setup a effective website. This point reflect
about General Data Protection Regulation which make assure that online business has
strict and rigid rules and protection rights. GDPR includes various elements which are
privacy policy, cookies policy, terms and conditions, acceptable use policy and
accessibility. The chosen firm need to consult a law firm or agency that will help them
to be aware about the changing needs and regulations that are crucial for business.
Through proper eye on GDPR, it is easy to reach to business goals in correct way
(Rath, 2019).
 Ongoing digital marketing- This is stage in which it focuses on it is necessary to
drive website for traffic so that more visitors visits to website. With help of digital
marketing, it is easy to increase the traffic for website which will help Crizzel to
access to customers through online in correct manner. With adaption of digital
marketing, it is easy for choose market a brand in proper way.

Shopify is being considered as best e-commerce platform for Crizzel. Shopify is a
Canadian multinational e-commerce firm located in Canada. It focuses on online stores as
well as retail point of sale systems.
Using a market place Amazon
In business, a market place is important to be known so that it is easy to execute
functions and operations in appropriate way. In this technological era, most of business are
connected digitally and they aims at accessing to market place in proper way. So, in context
of chosen business, they focus on choosing of Amazon as market place for customers.
Amazon, is both B2C and B2B modes of business. Through selling of online products via
Amazon will help Crizzel to achieve higher profitability in easy way. Moreover, market is a
wider term which is needed to be carried out in appropriate manner. A market place is
necessary without which it is not easy to execute the exchange process. Amazon is a large
organisation and helps wide range of entities to sell or distribute their product at larger
approach (Ruiz-Pava, 2018).
Creating a content, including copy and photograph
It is essential to create a content within business so that customers are easily attracted
towards business product and idea. It is often seen that pictures speaks louder than words so
it is crucial for selected business to use pictures in effective manner (Singh, 2020). Creating
and developing a content should be clear and focused so that results are positive in nature. It
is too analysed that by use of good content visitors are liable to stay more time on a website.
Illustration 1: Shopify