Analysing Innovation and Commercialisation at Essence Drinks Company
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This report provides a detailed analysis of innovation and commercialisation strategies, focusing on Essence Drinks, a company founded by Akshay Kumar that offers healthy mango and lassi drinks in the UK. The report contrasts innovation with invention, highlighting the importance of innovation for competitive advantage. It examines how company culture, leadership, vision, and teamwork influence innovation and commercialisation within Essence Drinks. Furthermore, the report explores the 4Ps of innovation (Paradigm, Product, Process, Position) and the application of the innovation funnel to evaluate and refine innovative ideas. It also discusses the role of frugal innovation in reducing operational costs and complexities, and the significance of the commercial funnel and New Product Development. Finally, the report evaluates tools for protecting intellectual property and provides an evidence-based evaluation of the nature of innovation within the context of Essence Drinks.

Innovation and
commercialisation
commercialisation
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Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P1 Innovation and its significance..............................................................................................3
P2 How company's culture, leadership, vision, teamwork influence innovation and
commercialisation.......................................................................................................................4
M1 Source of innovation foster environment and culture..........................................................5
D1 Analyse how innovation is embedded...................................................................................6
P3 4Ps of innovation and explain use of innovation funnel........................................................6
P4 Development in frugal innovation.........................................................................................9
M2 Innovation funnel..................................................................................................................9
M3 Role of frugal innovation....................................................................................................10
D2 Application of financial report............................................................................................10
P5 Significance of commercial funnel......................................................................................10
P6 Innovation business case......................................................................................................13
M4 Detailed innovation business case......................................................................................15
D2 Evaluate nature of innovation.............................................................................................16
P7 Tool to protect intellectual property....................................................................................16
M5 Evidence based evaluation..................................................................................................17
CONCLUSION .............................................................................................................................17
REFERENCES..............................................................................................................................18
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P1 Innovation and its significance..............................................................................................3
P2 How company's culture, leadership, vision, teamwork influence innovation and
commercialisation.......................................................................................................................4
M1 Source of innovation foster environment and culture..........................................................5
D1 Analyse how innovation is embedded...................................................................................6
P3 4Ps of innovation and explain use of innovation funnel........................................................6
P4 Development in frugal innovation.........................................................................................9
M2 Innovation funnel..................................................................................................................9
M3 Role of frugal innovation....................................................................................................10
D2 Application of financial report............................................................................................10
P5 Significance of commercial funnel......................................................................................10
P6 Innovation business case......................................................................................................13
M4 Detailed innovation business case......................................................................................15
D2 Evaluate nature of innovation.............................................................................................16
P7 Tool to protect intellectual property....................................................................................16
M5 Evidence based evaluation..................................................................................................17
CONCLUSION .............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
The innovation is the practical approach of developing new idea, concert or product and
services. Innovation commercialisation is the effective process which aim to implement feasible
business model to produce innovative products and services. Innovation contributes several
advantage to the business like increasing productivity, employee satisfaction, performance and
marketing trends. Innovation cover development and application of exclusive process, product
and services, while commercialisation is the productive attempt to generate profits and sales
from innovative products and services. The commercialisation is the process by which company
introduce new product and production method in the competitive market. The innovative
commercialisation aid company to achieve competitive benefit. The innovative process
transform existing knowledge in the marketable solutions. The aim of innovation is to come up
with exclusive ideas and technologies which enhance productivity to develop effective output.
The report highlights case study of Essence Drinks company, which is founded by Akshay
kumar. The company provides healthy mango and energetic lassi drinks in parts of UK. The
report determine importance in company with comparison of invention. It explain how company
's culture, vision, teamwork and leadership shape innovation and commercialisation. The report
describe 4Ps of innovation and use of innovation funnel to evaluate innovative ideas in the
organisation. The report covers importance of commercial funnel with application of New
Product Development. It evaluate various tools which is used to protect knowledge and
intellectual property.
TASK
P1 Innovation and its significance
The innovation is the process of developing creative idea in the application of business
which accomplish demand of the competitive market. The approach of innovation aid in holding
competitive benefit and support business sustainability (Cros, 2018). The business environment
is keep on changing with the demands of customers so, innovation help company in introducing
unique and creative features in goods and services.
The invention is the application of physical creation which develop new and productive
concept. It develop business idea irrespective of verification of product commercial value. In
invention, the business idea is develop once in a while.
The innovation is the practical approach of developing new idea, concert or product and
services. Innovation commercialisation is the effective process which aim to implement feasible
business model to produce innovative products and services. Innovation contributes several
advantage to the business like increasing productivity, employee satisfaction, performance and
marketing trends. Innovation cover development and application of exclusive process, product
and services, while commercialisation is the productive attempt to generate profits and sales
from innovative products and services. The commercialisation is the process by which company
introduce new product and production method in the competitive market. The innovative
commercialisation aid company to achieve competitive benefit. The innovative process
transform existing knowledge in the marketable solutions. The aim of innovation is to come up
with exclusive ideas and technologies which enhance productivity to develop effective output.
The report highlights case study of Essence Drinks company, which is founded by Akshay
kumar. The company provides healthy mango and energetic lassi drinks in parts of UK. The
report determine importance in company with comparison of invention. It explain how company
's culture, vision, teamwork and leadership shape innovation and commercialisation. The report
describe 4Ps of innovation and use of innovation funnel to evaluate innovative ideas in the
organisation. The report covers importance of commercial funnel with application of New
Product Development. It evaluate various tools which is used to protect knowledge and
intellectual property.
TASK
P1 Innovation and its significance
The innovation is the process of developing creative idea in the application of business
which accomplish demand of the competitive market. The approach of innovation aid in holding
competitive benefit and support business sustainability (Cros, 2018). The business environment
is keep on changing with the demands of customers so, innovation help company in introducing
unique and creative features in goods and services.
The invention is the application of physical creation which develop new and productive
concept. It develop business idea irrespective of verification of product commercial value. In
invention, the business idea is develop once in a while.
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Basis Innovation Invention
Meaning The innovation develop
business idea that can be
execute on the frequency basis
The invention of the idea
creation is not develop before.
Concept The concept of innovation is
the applied implementation of
new business idea.
The concept is based upon
original business idea which
execute working theory.
Skilled required Innovation required marketing,
technical, and strategic skills
in the process.
The scientific skills is required
in the invention process.
Concern with It concern with combination of
products, services and process.
It focus on individual products
and process.
Occurs when It develop when necessity feel
to improvised existing
products.
Exclusive business idea
generate in the mind of
scientist.
Significance of innovation
The Essence drinks acquire largest share of market and create more sales and revenue in its
starting face of business (de Waal, 2019). The competition starts increasing in the business
market so, company need to introduced innovative approach in the existing products and
services. Invention create something new that is not developed before, whereas innovation is
improvised process which provides commercial advantage. So, The Essence drinks have to opt
innovation in its business practices for gaining competitive benefits. It concentrate on developing
innovative drinks by packaging and promotion. The company should implement innovative
development process to increase customer base, sales and profitability.
Meaning The innovation develop
business idea that can be
execute on the frequency basis
The invention of the idea
creation is not develop before.
Concept The concept of innovation is
the applied implementation of
new business idea.
The concept is based upon
original business idea which
execute working theory.
Skilled required Innovation required marketing,
technical, and strategic skills
in the process.
The scientific skills is required
in the invention process.
Concern with It concern with combination of
products, services and process.
It focus on individual products
and process.
Occurs when It develop when necessity feel
to improvised existing
products.
Exclusive business idea
generate in the mind of
scientist.
Significance of innovation
The Essence drinks acquire largest share of market and create more sales and revenue in its
starting face of business (de Waal, 2019). The competition starts increasing in the business
market so, company need to introduced innovative approach in the existing products and
services. Invention create something new that is not developed before, whereas innovation is
improvised process which provides commercial advantage. So, The Essence drinks have to opt
innovation in its business practices for gaining competitive benefits. It concentrate on developing
innovative drinks by packaging and promotion. The company should implement innovative
development process to increase customer base, sales and profitability.
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P2 How company's culture, leadership, vision, teamwork influence innovation and
commercialisation
The company can evaluate its success and failure by determining its innovative capacity.
This will help company is identify accurate demand and then supply unique products as per
requirements. To capture competitive benefit, company should add on innovative features that
garb attention of potential customers. Innovation and commercialisation aid in creating unique
products and services and overcome the challenges of competitive market. It will increase sales,
revenue and long term sustainability of company.
Company's vision: The vision of company includes outlook of business which company
want to fulfil in upcoming years. For achieving company vision, particular time period has been
set up which help in completing desirable goal. The vision statement of Essence drink is to
provide more healthy drinks and beverages (Gassmann, 2021). To improve sales and financial
position company must focus on innovative approach in its current products and services. They
can add unique and creative features in its healthy drinks and beverages. It require strong
commitment during innovation and commercialisation process to achieve vision statement of
company.
Leadership: The leadership is the effective approach to motivate or encourage employees in
the organisation. Leaders provide appropriate direction to the employees to accomplish company
objectives through innovative and creative ideas. This will boost the performance level of
employees and encourage them to enhance their skills and abilities. Leaders in Essence drinks
inspire employees to introduce fresh and innovative ideas and push their limit to achieve
desirable goal.
Company's culture: The company culture includes habits, beliefs, mindset and
characteristics of employees. The operation of business impact by the working culture of
employees (Godin, B., 2019). The Essence drink have to focus on developing positive
environment and culture which support company image in eyes of customers.
Team work: The team work help company in completing desirable goal and improve
performance of company. The Essence drink focus to build strong working team who coordinate
and synchronize employees effectiveness. By coordination of the team work company is able to
produce unique and innovative products.
commercialisation
The company can evaluate its success and failure by determining its innovative capacity.
This will help company is identify accurate demand and then supply unique products as per
requirements. To capture competitive benefit, company should add on innovative features that
garb attention of potential customers. Innovation and commercialisation aid in creating unique
products and services and overcome the challenges of competitive market. It will increase sales,
revenue and long term sustainability of company.
Company's vision: The vision of company includes outlook of business which company
want to fulfil in upcoming years. For achieving company vision, particular time period has been
set up which help in completing desirable goal. The vision statement of Essence drink is to
provide more healthy drinks and beverages (Gassmann, 2021). To improve sales and financial
position company must focus on innovative approach in its current products and services. They
can add unique and creative features in its healthy drinks and beverages. It require strong
commitment during innovation and commercialisation process to achieve vision statement of
company.
Leadership: The leadership is the effective approach to motivate or encourage employees in
the organisation. Leaders provide appropriate direction to the employees to accomplish company
objectives through innovative and creative ideas. This will boost the performance level of
employees and encourage them to enhance their skills and abilities. Leaders in Essence drinks
inspire employees to introduce fresh and innovative ideas and push their limit to achieve
desirable goal.
Company's culture: The company culture includes habits, beliefs, mindset and
characteristics of employees. The operation of business impact by the working culture of
employees (Godin, B., 2019). The Essence drink have to focus on developing positive
environment and culture which support company image in eyes of customers.
Team work: The team work help company in completing desirable goal and improve
performance of company. The Essence drink focus to build strong working team who coordinate
and synchronize employees effectiveness. By coordination of the team work company is able to
produce unique and innovative products.

M1 Source of innovation foster environment and culture
The seven source of Peter Drucker's innovation includes effective method to exploit
exclusive opportunities of business and manage risk level. The starting four components of
innovation determine something valuable which can be developed by minimum efforts. It known
as reliable indicators that introduce approach of innovation in current products and services.
While other remaining three sources create unique and productive features in existing range of
offerings. It acquire high risk level of business and also deliver high rewards.
The unexpected: The company established most excellent position which exploit exclusive
opportunities and effective management of business practices. This monitor and analyse
employees performance through effective process of innovation and product development.
The Incongruity: The substantial gap has been arise in the current segment which generate
demand of the competitive market (Kuhlmann, 2017). It is most beneficial for generating great
opportunities and improving strong capabilities of company.
Process need: By analysing MR. Kumar business, company face some issues in its
operation department. They try to improve their existing portfolio by innovative approach in
operation department
Demographics: It combines factor such as income, population, variables that is associated
in the application of the business on frequently basis.
New knowledge: It is the fundamental of innovation which create effective and efficient
innovation process in current products and services.
D1 Analyse how innovation is embedded
The Essence drink company offers several healthy and energetic drinks like mango,
during its third year of business they required innovative approach in its supply chain. By this
they can offer creative range of drinks which target potential customers. They introduce some
innovative changes in drinks and beverages so that they can commercialise their products and
services (Lan, 2017). To fulfilling accrual demand of the competitive market, company require
some changes in products and services. It can be done through innovative process and help in
solving issues of the current market trends. The company produce some exclusive range of
drinks and beverage to target mass audience.
The seven source of Peter Drucker's innovation includes effective method to exploit
exclusive opportunities of business and manage risk level. The starting four components of
innovation determine something valuable which can be developed by minimum efforts. It known
as reliable indicators that introduce approach of innovation in current products and services.
While other remaining three sources create unique and productive features in existing range of
offerings. It acquire high risk level of business and also deliver high rewards.
The unexpected: The company established most excellent position which exploit exclusive
opportunities and effective management of business practices. This monitor and analyse
employees performance through effective process of innovation and product development.
The Incongruity: The substantial gap has been arise in the current segment which generate
demand of the competitive market (Kuhlmann, 2017). It is most beneficial for generating great
opportunities and improving strong capabilities of company.
Process need: By analysing MR. Kumar business, company face some issues in its
operation department. They try to improve their existing portfolio by innovative approach in
operation department
Demographics: It combines factor such as income, population, variables that is associated
in the application of the business on frequently basis.
New knowledge: It is the fundamental of innovation which create effective and efficient
innovation process in current products and services.
D1 Analyse how innovation is embedded
The Essence drink company offers several healthy and energetic drinks like mango,
during its third year of business they required innovative approach in its supply chain. By this
they can offer creative range of drinks which target potential customers. They introduce some
innovative changes in drinks and beverages so that they can commercialise their products and
services (Lan, 2017). To fulfilling accrual demand of the competitive market, company require
some changes in products and services. It can be done through innovative process and help in
solving issues of the current market trends. The company produce some exclusive range of
drinks and beverage to target mass audience.
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P3 4Ps of innovation and explain use of innovation funnel
The innovation is the continuous process which provide unique concept of business to
fulfil demands of the market. The Essence drink company opt 4Ps of innovation to develop
innovative approach in its product portfolio.
Paradigm: Is the basic fundamental of innovative process which aid company by providing
guidance to garb innovative innovative change. This known as planned and organised approach
which help in executing day to day operations. The respective company can smoothly introduce
innovative change through positive approach. It will satisfy actual needs of the potential
customers by introducing innovative change in current portfolio.
Product- It considered as main component which create value in the current portfolio of the
company to target mass customers (Liu, 2019). The chosen company has enough capabilities to
introduce incremental changes to enhance value of organisation. Company should concentrate on
product differentiation in its exiting portfolio to established unique selling proposition.
Process- It is associated with existing products and services and combine activities of
training, supplying, appointing people, and workflow. The process generate value in current
products and services to improve brand value of company. Through innovative process,
respective company can create effective and efficient idea of business that increase company
productivity.
Position- The positioning is the effective process which produce interest in the mind of
customers. This will aid in improving sale through promotional techniques which support brand
name of company. The Essence drinks established effective position in the competitive market
by improvised products and services.
Use of Innovation Funnel- This is the productive mechanism which facilitates continuous
innovative ideas by proper screened for business viability. It is opt by Essence company to
analyse realistic view of innovative idea (Lobo, 2020). The ultimate aim of innovative funnel is
to make training programs to analyse feasibility of business idea. The innovation funnel manage
company operations through optimal sustainable resources. It acquire innovative ideas which
enhance sales ratio of Essence company. The Essence drinks opt various phase of innovation
funnel to introduce incremental change of innovation funnel.
The innovation is the continuous process which provide unique concept of business to
fulfil demands of the market. The Essence drink company opt 4Ps of innovation to develop
innovative approach in its product portfolio.
Paradigm: Is the basic fundamental of innovative process which aid company by providing
guidance to garb innovative innovative change. This known as planned and organised approach
which help in executing day to day operations. The respective company can smoothly introduce
innovative change through positive approach. It will satisfy actual needs of the potential
customers by introducing innovative change in current portfolio.
Product- It considered as main component which create value in the current portfolio of the
company to target mass customers (Liu, 2019). The chosen company has enough capabilities to
introduce incremental changes to enhance value of organisation. Company should concentrate on
product differentiation in its exiting portfolio to established unique selling proposition.
Process- It is associated with existing products and services and combine activities of
training, supplying, appointing people, and workflow. The process generate value in current
products and services to improve brand value of company. Through innovative process,
respective company can create effective and efficient idea of business that increase company
productivity.
Position- The positioning is the effective process which produce interest in the mind of
customers. This will aid in improving sale through promotional techniques which support brand
name of company. The Essence drinks established effective position in the competitive market
by improvised products and services.
Use of Innovation Funnel- This is the productive mechanism which facilitates continuous
innovative ideas by proper screened for business viability. It is opt by Essence company to
analyse realistic view of innovative idea (Lobo, 2020). The ultimate aim of innovative funnel is
to make training programs to analyse feasibility of business idea. The innovation funnel manage
company operations through optimal sustainable resources. It acquire innovative ideas which
enhance sales ratio of Essence company. The Essence drinks opt various phase of innovation
funnel to introduce incremental change of innovation funnel.
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Investigation- The purpose of this phase is to analyse reality of innovative approach
during development of products and services (Mei, 2019). It check abilities of innovative
products whether it meet the necessities of manufacturable, economical, and market.
Development- It develop with the input of refining as well as screening options which
examine risk and challenges during innovative process (Markan, 2019). Through this chosen
organisation can expand their knowledge and attract opportunities by involve creative aspects in
its current products and services.
Shipping products-It is the final stage of the innovation funnel where products are created
and ready for the shipment to target potential customers. This phase combine effective supply
chain so that respective company cab ensure products and services availability in the competitive
market.
Illustration 1: Innovation Funnel, (2021)
during development of products and services (Mei, 2019). It check abilities of innovative
products whether it meet the necessities of manufacturable, economical, and market.
Development- It develop with the input of refining as well as screening options which
examine risk and challenges during innovative process (Markan, 2019). Through this chosen
organisation can expand their knowledge and attract opportunities by involve creative aspects in
its current products and services.
Shipping products-It is the final stage of the innovation funnel where products are created
and ready for the shipment to target potential customers. This phase combine effective supply
chain so that respective company cab ensure products and services availability in the competitive
market.
Illustration 1: Innovation Funnel, (2021)

P4 Development in frugal innovation
Frugal innovation is the creative process which identify business model and analyse value
chain to redesign current products and services that transform portfolio into affordable range. It
known as sustainable methodology that combines valuable resources to improve constraints of
business. It is the structured process which create valuable portfolio of products and services at
affordable price (Midler, 2019). The frugal innovation reduce operation cost and complexities
during innovative process of products and services. The Essence company aims to produce its
own frugal innovation for enhancing existing range of products and services at affordable cost.
The components in the development of frugal innovation opt by the Essence drinks are as
follows-
Environment constraints- The environment constraints is attached with water, energy,
and climate resources which raise the demand of frugal model because it update production and
consumption level.
New technology- The new technology includes dynamic changes which reduce
production cost in the frugal innovation process. It will contributes extra opportunities of
business expansion and deliver value by the help of optimal frugal innovators.
Fast growing Market- It develop emerging economies that fulfill accurate demand of the
competitive market (Mortazavi and et.al., 2021). With change in the competitive market,
respective company have to modified their existing products and services because it will help
company in increasing loyal customers.
Example- The Essence drinks provide varieties of lassi and healthy drinks in the UK
markets. The potential customers of company are sophisticate and aware of market trends. So,
company have to introduced frugal innovation which satisfy actual demand of the target
audience. This will help company in producing affordable products and accomplish demand of
the various customers. This will established company accessibility and acquire largest market
share in the UK economy. Through frugal innovation, company provide innovate products and
services to target mass audience.
M2 Innovation funnel
In Business context of Essence company, application of frugal innovation will support
company to expand its innovative products and services. It will provide value to the target
customer at very low price. The innovation funnel is beneficial for the Essence company because
Frugal innovation is the creative process which identify business model and analyse value
chain to redesign current products and services that transform portfolio into affordable range. It
known as sustainable methodology that combines valuable resources to improve constraints of
business. It is the structured process which create valuable portfolio of products and services at
affordable price (Midler, 2019). The frugal innovation reduce operation cost and complexities
during innovative process of products and services. The Essence company aims to produce its
own frugal innovation for enhancing existing range of products and services at affordable cost.
The components in the development of frugal innovation opt by the Essence drinks are as
follows-
Environment constraints- The environment constraints is attached with water, energy,
and climate resources which raise the demand of frugal model because it update production and
consumption level.
New technology- The new technology includes dynamic changes which reduce
production cost in the frugal innovation process. It will contributes extra opportunities of
business expansion and deliver value by the help of optimal frugal innovators.
Fast growing Market- It develop emerging economies that fulfill accurate demand of the
competitive market (Mortazavi and et.al., 2021). With change in the competitive market,
respective company have to modified their existing products and services because it will help
company in increasing loyal customers.
Example- The Essence drinks provide varieties of lassi and healthy drinks in the UK
markets. The potential customers of company are sophisticate and aware of market trends. So,
company have to introduced frugal innovation which satisfy actual demand of the target
audience. This will help company in producing affordable products and accomplish demand of
the various customers. This will established company accessibility and acquire largest market
share in the UK economy. Through frugal innovation, company provide innovate products and
services to target mass audience.
M2 Innovation funnel
In Business context of Essence company, application of frugal innovation will support
company to expand its innovative products and services. It will provide value to the target
customer at very low price. The innovation funnel is beneficial for the Essence company because
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company can develop optimise manner of delivering affordable products. The technology help
company in decreasing operation cost and improve customer experience. The utilization of
innovation funnel aid in exploring use of customer and enhancing sales ratio.
M3 Role of frugal innovation
Owner of Essence company concentrate on frugal innovation process to organise its
nutrition drinks and beverage. Organisation utilise optimum resources incredibly and gather
useful information of customers to improve its quality as per customer preferences (Ozcan,
2021). It will decrease production cost and develop effective strategies to innovate products and
services. In frugal innovation, organisation is capable enough to improve current products and
services. It introduce strategic development plan which make smart changes in innovative
approach without any waste of financial sources.
D2 Application of financial report
Inventory is also called as stock of the company that is kept as corporation premise to
accomplish business purpose. Essence company needs raw material, inventory to complete day
to day transaction. By regular supply of products and services, company can established effective
financial position (Radjou, 2019). The demand of wholesalers and warehouses fulfilled by the
inventory of finished finished goods. Respective company face some hurdles in planning and
controlling of financial resources. They focus to improve quality of raw material to develop
profitable resources. Company invest in promoting goods and services to target potential
customers.
Requirements Cost
Costs of fruits 4000
Machinery and equipments 2000
Labour 1000
Production costs 2000
Advertising costs 1500
company in decreasing operation cost and improve customer experience. The utilization of
innovation funnel aid in exploring use of customer and enhancing sales ratio.
M3 Role of frugal innovation
Owner of Essence company concentrate on frugal innovation process to organise its
nutrition drinks and beverage. Organisation utilise optimum resources incredibly and gather
useful information of customers to improve its quality as per customer preferences (Ozcan,
2021). It will decrease production cost and develop effective strategies to innovate products and
services. In frugal innovation, organisation is capable enough to improve current products and
services. It introduce strategic development plan which make smart changes in innovative
approach without any waste of financial sources.
D2 Application of financial report
Inventory is also called as stock of the company that is kept as corporation premise to
accomplish business purpose. Essence company needs raw material, inventory to complete day
to day transaction. By regular supply of products and services, company can established effective
financial position (Radjou, 2019). The demand of wholesalers and warehouses fulfilled by the
inventory of finished finished goods. Respective company face some hurdles in planning and
controlling of financial resources. They focus to improve quality of raw material to develop
profitable resources. Company invest in promoting goods and services to target potential
customers.
Requirements Cost
Costs of fruits 4000
Machinery and equipments 2000
Labour 1000
Production costs 2000
Advertising costs 1500
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P5 Significance of commercial funnel
There is a great significance of commercial funnel because its recognise quality as well as
trade of products and services in merchandising process. It is the influencing marketing tool
which Essence company, utilise in its merchandising process. This is considered as effective
model that provide visualise journey of customers from starting to purchasing stage. It also refer
as chronological process in order to attract large base of customer (Rajagopal, 2020). The AIDA
model is applied for better understanding of commercial funnel.
The AIDA model includes attention, interest, desire and action to advertise products and
services for increasing sales of company. Through this process, company identify purchasing
stage of customers. It is used in the company as a sales strategy to develop effective public
relations.
Attention- It is the first step of AIDA model, that is used to attract new customers and
create attention of potential customers. Essence company can explore to advertise in different
location through intensely targeted message (Schröder and et.al., 2020). They can offers
personalized drinks and beverages to create interest in the mind of customers.
Illustration 2: AIDA MODEL, (2021)
There is a great significance of commercial funnel because its recognise quality as well as
trade of products and services in merchandising process. It is the influencing marketing tool
which Essence company, utilise in its merchandising process. This is considered as effective
model that provide visualise journey of customers from starting to purchasing stage. It also refer
as chronological process in order to attract large base of customer (Rajagopal, 2020). The AIDA
model is applied for better understanding of commercial funnel.
The AIDA model includes attention, interest, desire and action to advertise products and
services for increasing sales of company. Through this process, company identify purchasing
stage of customers. It is used in the company as a sales strategy to develop effective public
relations.
Attention- It is the first step of AIDA model, that is used to attract new customers and
create attention of potential customers. Essence company can explore to advertise in different
location through intensely targeted message (Schröder and et.al., 2020). They can offers
personalized drinks and beverages to create interest in the mind of customers.
Illustration 2: AIDA MODEL, (2021)

Interest-After customer attention, Essence company must focus on increasing interest in
the mind of influencing customers. This is stage because company have to create interest in
products and services. In this phase, respective company should focus on particular target market
and target effective message on digital marketing campaign. It will increase interest in eyes of
online customers and company can increase its sales opportunities.
Desire-When company created interest, then they have to develop goal to increase desire
of the customer. It will convert mindset of customer towards purchasing of products and
services.
Action- It is the effective process of Essence company which increase customer base
during influencing marketing campaign (Shkabatur, 2021). It generate initiative actions of
customers in decision making process. During this phase, respective company must influence
action of customers to design their purchasing habit.
New product development process
The exclusive product development is the influencing process to introduce development in
products an services in the competitive market. New product development combine eight stages
which Essence company include in its new product development.
Idea generation: This will entails futuristic vision of exclusive goods and services in
Essence organization. The respective company exploit some opportunities by launching creative
and innovative category of drinks as well as beverage.
Idea screening: When company constituted new business idea, after that they focus on
applicability test before introducing business idea in the market.
Testing: In this stage, innovation's marketability will be assess by analyzing customers of
company (Singh and et.al., 2019). The essence drinks must capture data of customers and utilize
inputs in products and services.
Market strategy: After testing of business idea, respective company should identify need of
the business development through marketing tactics. It will improve customer experience
because they can satisfy their demands with the help of drinks and beverages.
Feasibility study: The essence drinks entity need to identify sustainability of the products. It
will analyses that company is fulfilling consumer requirement or not. Company have to check
sustainability of business idea in order to launch new products and services in competitive
market.
the mind of influencing customers. This is stage because company have to create interest in
products and services. In this phase, respective company should focus on particular target market
and target effective message on digital marketing campaign. It will increase interest in eyes of
online customers and company can increase its sales opportunities.
Desire-When company created interest, then they have to develop goal to increase desire
of the customer. It will convert mindset of customer towards purchasing of products and
services.
Action- It is the effective process of Essence company which increase customer base
during influencing marketing campaign (Shkabatur, 2021). It generate initiative actions of
customers in decision making process. During this phase, respective company must influence
action of customers to design their purchasing habit.
New product development process
The exclusive product development is the influencing process to introduce development in
products an services in the competitive market. New product development combine eight stages
which Essence company include in its new product development.
Idea generation: This will entails futuristic vision of exclusive goods and services in
Essence organization. The respective company exploit some opportunities by launching creative
and innovative category of drinks as well as beverage.
Idea screening: When company constituted new business idea, after that they focus on
applicability test before introducing business idea in the market.
Testing: In this stage, innovation's marketability will be assess by analyzing customers of
company (Singh and et.al., 2019). The essence drinks must capture data of customers and utilize
inputs in products and services.
Market strategy: After testing of business idea, respective company should identify need of
the business development through marketing tactics. It will improve customer experience
because they can satisfy their demands with the help of drinks and beverages.
Feasibility study: The essence drinks entity need to identify sustainability of the products. It
will analyses that company is fulfilling consumer requirement or not. Company have to check
sustainability of business idea in order to launch new products and services in competitive
market.
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