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

Copy and photograph are two essential elements which should be used in correct way.
With development of content, it is easy to access the benefits in better way. A content is to be
properly proof read so that error or faults does not affects the further procedure.
Using payment services
When developing a website, it is necessary to provide payment services so that it is
convenient for customers to purchase and view the prices of product in better way. By using
payment services, selling of products can be done in proper manner. Basically there are
different types of payment services online which are Pay Pal, Card etc. So, during this
development of e-commerce website, payment services such as debit and credit card, Pay Pal
will be used for making payments. Payment services are also necessary to be secured so that
it is easier to do the payments in protective way (Skendžić, 2018).
Therefore, above explained matter shows that it is essential to focus on development
of online e-commerce websites. It is too stated that it is critically to use appropriate modes
and applications to create a online website (Francis, 2018).
C) MARKETING
Promotion-
The organisation focuses on promotion their OR services by using different social
media tools such as Facebook, sales promotion as well as so on. It aids assistance in attracting
large number of customer towards the products and services of business organisation. It is
also useful in increasing sales of company in upcoming time period. By using different
promotional technique, they can increase awareness of user towards their services that helps
in achieving competitive edge over rivalries in the market. Without promotion, it is not easy
to develop or increase the goodwill of a brand. This is because it helps in increasing of brand
awareness at wider scale (Stawiarski, 2017). Moreover, it is too analysed that it results in
reaching to promotion is a time consuming process which is needed to be executed in after
proper going through a detail procedure and use of relevant techniques.
Target customers
The business organisation focuses on targeting large number of customer by using
STP analysis that is going to be mentioned below: Segmentation herein, the organisation
focuses on dividing the whole market into small segment. Their main purpose is to target the
individual person between the age group of 15-45 for satisfying them. In addition to this, the
main purpose is to target user for satisfying their need during particular phase of time period.

Target herein, the organisation focuses on targeting huge number of user in respect of
their products and services that is provided by them. The targeted customers will be reached
through online websites and applications. Moreover, distribution of product will be done
through online mode of selling.
Positioning herein the organisation focuses on increasing brand image and reputation
of company in front of customer at market place so that they provide them unique product for
satisfying their needs during particular phase of time period. It is beneficial for firm to focus
on their level of positioning so that brand goodwill increases for longer period and customers
and entity is also able to execute their activities in well organised way (Strusani, 2019).
Social Media-
The social media is considered as a technique which is adopted by business
organisation for increasing Awareness of users towards their services. The main purpose is to
use a advertisement, Facebook, LinkedIn Instagram for satisfying the user towards their
services. It is also helpful in increasing sales and profit margin of company in future period of
time and also build appropriate brand image in front of customer at marketplace. Social
media is a effective way of selling of products and reaching to customers. In context of
selected entity, they too focuses on use of use of social media through which they are able to
easily access the customers and their changing needs. This is beneficial for development and
growth of business. Furthermore, it is seen that by use of social application it is easy to track
activities of customers in well organised way on basis of which changes are made. Also, as
the product is a skin cream, it is essential to track the data in correct way.
Use of social media Facebook-

The use of social media is necessary as it helps in reaching to target audience in
proper manner. Facebook is to be viewed as most appropriate type of social tool which is
used in appropriate way. Within consideration of selected business, they are too have created
a Facebook page for their new product as well as business. On this page, they aims at
reaching to public by posting images of the product, brand, logo, mission and vision
statement etc. Through this, it is easy for chosen firm to market their brand in correct way
(Udriyah, 2019).
Also, group pages have been created for the business development. Moreover, it is
too analysed that with use of Facebook and other applications, this is easy to reach to social
media so that marketing and promotion is done in appropriate way (Voigt, 2017).
Use of paid search engine e.g. Facebook
A paid search engine is to be defined as promoting and marketing of a brand through a
listed paid search engine. In this, search engine is a sponsored one and accordingly the brand
name or product is marketed. Main benefit of this search engine is viewed as profitable
because it helps in keeping the name of a brand at the top. For example- Facebook is also
viewed as paid search engine which is beneficial for development of new product. There are
various types of advantages using Facebook as a search engine such as it helps in accessing to
different kinds of AD formats, drive traffic to company's website, also assist in measuring of
Illustration 2: Facebook -- page

a performance. Moreover, with this consideration of search engine Crizzel will be able to
reach to set goals within time interval (Glick, 2020).
Use of paid search engine- Google
In this fast moving world, this is stated that search engines are mostly used to search
or gain information about a specific topic. Google is world most accessed and used search
engine. Many enterprises and individual uses Google as a both paid as well as non paid
search engine. In this competitive era, digital marketing through search engine is needed to
be used so that goals are accomplished. By use of this search paid engine, Crizzel can leads
to customers and leads who purchases the product in frequent manner. Further, this Google
paid search engine is a cost expensive approach as because new firm find it difficult to use
this method because it is cost expensive (Gembarski, 2017). .Also, to access it a deep level of
knowledge is needed of digital marketing so that Google paid search is used in correct way.

Illustration 3: Example of Google paid search engine
From above picture, it is examined that Google paid search engine is to be viewed a
most effective approach for business that is to used in proper manner. The shown picture
states that after typing the keyword chocolate, number of results are being displayed over the
page (He, 2020).This paid search engine is mostly used by those businesses who have strong
financial background. Also, it is analysed that proper search is needed at all aspect so that
customers easily search and are able to access to the product in easy way. Marketing

department of firm need to be well aware of all the resources as well as techniques that are
beneficial for development of new product.
So, it is examined that with relevant use of all the resources and applications entity is
able to reach to their goals in correct manner. To market new product, this is crucial to focus
on accessing to different ways of promotion and advertising. Further, with application of
above reflected search engine, Crizzel can market their product.
D) Privacy and data protection
In development of new venture, it is crucial to make assure all the data and
information is being kept secured so that all activities are carried put without any fear. In
relation of Crizzel, they need to focus on these data and protection so that no problem is faced
further-
 GDPR/Data Protection Act 2018- According to this act, it states that how a personal
credential are top be used by government, businesses and organisations. With
consideration of this act, they they make sure that information is carried out in proper,
fair and protective manner. In context of new business, this act is to be applied and
followed (Jin, 2019).
 Privacy and Electronic Communication Regulations (PECR)- It refers to data
protection Act and the UK GDPR. They provide individual to privacy rights in
relation of electronic communications. PECR is important has high consent within
business because it was made in UK in which its main aim is to keep secure transmit,
record message within a proper manner. This regulation focuses on enforcing against
the entity or anywhere in European Union.
Provision of facility to "opt out" of marketing communications- In marketing as
well as business terms and conditions are critically needed so that it is easy to achieve goals.
Marketing communication is a wider approach which includes both opt in and opt out
options. In marketing, opt out refers to denying of process of communication and ignoring
the follow up communication, offers etc. The opt out option is approach by which a person
can avoid receiving information related to fake or unused products (Kuncoro, 2018).
Need to support rights such as "the right to erasure"
Rights of every individual are crucial and which are to be used in correct way when
needed actually. It is necessary to unpin these kinds of rights so that individual can easily take

decisions. The right to erasure is right of a individual in which it states that a person can make
a request for a erasure of information (Maslova, 2018).
Importance of
 Secure access to your cloud provider- Securing a cloud provider is important so
that it is easy for website owner to save data as well as information in correct manner.
The cloud provider can be secured through using encrypted cloud service, reading of
user agreements, strong passwords etc.
 Sensitivity about default access and frequent changes- Sensitivity is important
which is required to be adopted in proper manner. In this advanced use of technology
world, sensitivity is applied and default access & frequent changes are important to be
focused (Kurtti, 2018).
 Encrypting traffic in transit and at rest- The traffic to website is also necessary so
that visitors responds and activities are tracked. So, role of encrypting data in data
protection in transition and at rest is that many firms uses encrypt sensitive data or
uses sensitive encrypted connections like HTTPS, SSL, TLS and many more (Malec,
2020).

CONCLUSION
After a brief analysis of above report, it is concluded that ongoing pandemic situation
have impacted at larger scale. In this situation, business activities are to be focused and not
easy to execute all the operations and functions in proper manner. So, discussions have been
made about overview of innovative product, e-commerce, marketing, privacy and data
protection. Innovation and invention are two most important concept of business which are
to be adopted in appropriate considerations. It is too critically analysed that through use of
correct marketing activities as well as procedures, new venture and product can easily
achieve their goals within time period. In this competitive market, a deep level of knowledge
and expertise is needed. Furthermore, a new product and business is critically explained with
consideration of all the factors. With this fast changing time period, this is necessary to states
about all ease way of marketing and development of businesses. All stakeholder analysis,
environmental, market analysis are essential to be carried out. Moreover, through access to all
the important elements it is easy to make decisions on well effective manner. It is relevant
for new business organisation to adopt the best practices with aim of accessing to proper
advantage within a market.

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https://www.freshegg.co.uk/blog/web-development/getting-started-with-e-commerce
https://ecommerce-platforms.com/glossary/what-is-saas-definition-software-as-a-service
https://itstillworks.com/advantages-using-search-engines-1277.html