Business Report on Innovation for Delamere Drinks: Analysis

This report analyzes the business strategy of Delamere Drinks, focusing on the launch of a new low-fat, high-nutrition fruit drink to address increasing competition and changing consumer preferences. The report details the use of a commercial funnel, encompassing marketing, sales, and customer segments, to manage the product launch. It discusses aligning goals with resources, assessing risks, and meeting stakeholder needs, including customers and employees. The report outlines various product testing methods, such as unit tests and test cases, to evaluate product effectiveness. It also covers the resources required for market research and the different intellectual property rights that Delamere Drinks can use to protect its innovation, such as patents, trademarks, and copyrights. The conclusion emphasizes the importance of continuous innovation for improving sales and organizational performance. References to online job analysis methods are also included.

Resource and Talent
Planning

INTRODUCTION
Present presentation report is based on the drinks brand Delamere Drinks that is a brand
which started with a dramatic increase in sales in the initial years because of their distribution
network and innovative capacity, as the company started to enter in next phase there has been a
situation of high completion as more competitors began entering so there was a need to launch
something innovative. For dealing with the situation of high competition Delamere thought of
launching a new variant of drink that is a fruit drink that will be of low fat and consist of high
amount of nutrition with freshly made combination of different fruits flavours for the target
segment of customers who prefer a healthy and low calorie food.
Use of commercial funnel:
Commercial funnel is a sale process that is related with the overall buying procedure of a firm
that is helping in increasing the quantity of sales and helping them in risk assessment, customer
interaction, development of interest etc. Below mentioned is the commercial funnel that has been
discussed with respect of the new innovative fruit drink that is being launched by DEALMERE
drinks:
The commercial funnel is basically based on three relevant segments such as :
Marketing funnel segment: It is the segment that will be managed by the marketing department
and it is focusing on conversion of the prospect that is part of the target market in leads. It is
helpful in development of more inters in moving individuals and then converting them to
customers. Such as, in present case the marketing department of Delamere Drinks will identify
the target majority that si mostly the segment of society who is having preference for healthy
living and low calorie products as the drink will be claiming that it has zero calorie content in it.
Sales funnel segment: It is the segment that is managed by the sales staff of the organisation that
possess the responsibility to convert individuals that are part of the buying cycle and persuade
them to make a purchase. The sales segments will be mow having more focus on the exciting
customer base of Delamere Drinks who are liking their products and trusting them for their taste
and claims that they are making.
Customer funnel segment: It is the segments that is managed by the support staff and the
service staff that is responsible for achievement of high sales in form of repeated orders and
conversion if more customers for establishment of a loyal and profitable customer base.
Matching of goals to resources and capabilities:

In this the Delamere Drinks will be making efforts to utilise their existing resources deployed in
launching of the innovation in their brand. Such as, the resources available in terms of human
resources and existing channels of sales and distribution have to be used for the purpose of
making the products reach to their customers. According to this the overall goal of increasing the
revenue that is declining and maximum utilisation of availability of resources can be achieved.
Assessment of risk: There can be presence if many different types of risks such as those related
to insufficient amount of financial resources or less trust by customers. All such situations of risk
have to be identified beforehand so that it does not impact the new launches of product for
Delamere Drinks.
Summary of the new idea and how it will meet stakeholder needs
The present idea of launching a new drink that is having a low calorie content and high
nutrition in terms of mix of various different types of fruits containing different nutritional value.
This product is specially made for the segment that is willing to have something nutritious and at
the same time with no fat or calorie content. There has been a trend in the society that is shifting
towards healthy and high quality of living for this people are developing preference for no
nutrition that can be gained from such. Fruit juice is one search option that is very popular
among people but they do not get enough time prepare themselves so there is a alternative that is
being launched by this brand for such segment of people who do not get enough time to work on
there fulfilment of beverage or drink requirements.
The stakeholders needs will be met in such a manner that the reducing graph can be enhanced it
will lead to more monetary benefits for employees and their satisfaction level is going to be
increased. Present customer base will also feel satisfied from the newly launched product as not
getting any innovative responses from the front since long duration of time. Customers and
employees are the two major stakeholders whose demand will be met with the help of launch of
this new innovative fruit drink.
Techniques for testing product effectiveness and for evaluating the present idea of Delamere
Drinks.

There are different types of product testing methods that can be used by the organization as
discussed below:
First is product testing method: Does pending upon the developmental methodology the
testing will take place at two different times in the whole project duration is waterfall
methodology in which testing takes place the product development after the drink will be
launched in the target market and second will be Agile methodology in which testing takes place
when the functioning requirement after various testing groups will be employed by the whole
project to ensure that product is operating according to the Expectations.
Unit test: In case of unit test before the formal testing stage where the developer has to run into
the new requirement that has to be completed according to the discrete task. In case of the new
fruit drink has to be based on the most important function that is it is fulfilling the low calorie
requirements or not new feature of product that has to be tested in every unit that is being
produced in the company.
Test case: In this there has to be product development for creation of own test cases. The process
of creation of test is used for identification of the gaps in requirements and various changes that
are necessary to be performed. In this test the key objective is to understand the utility of the
product for the consumer and their possible responses.
Above mentioned are some of the test that will be conducted by the departments in Delamere
Drinks for testing the viability of the product to be launched in the external market.
Resources required for innovative business case:
Funding for market research: This is a Test based results is type of research in which
there is Collection of data from the existing sources. In case of present drinks brand there will be
a detailed analysis and a Desk based research of the where the changing preferences of
customers have to be analysed based on use of a questionnaire. A survey will be conducted for a
small segment of market the whole population. It will help in determining the expectations of
their customers from this brand. There is requirement of resources such as employees with

effective communication skills a particular financial budget that has to be approved by the
Finance Department of the organisation.
Different tools used for protection of intellectual properly rights by Delamere Drinks:
There are different types of intellectual property rights that can be sued by a organisation
for protection of their innovation. Such as in the case of Delamere Drinks there are below
mentioned options that are available with the organisation:
There are three major types of intellectual property rights that can be used by organisation for
protecting their innovation.
1. Patent: It is a that is used for protecting of any inventive idea or a process what this there is a
requirement of application that has to be and patent is provided to the inventor of all the
condition and legislation associated with the act are complied.
2. Trade Mark: TM is a symbol colour scheme or sound that is unique and helps a product in
getting a Unique Identity from other similar brands. Similarly for getting a Trademark there is a
requirement to file application and fulfil all the government.
3. Copyrights: It is of ideas had been expressed it can be in terms of art music drawings return
work. Copyright is provided generally when the original work is converted into a tangible
medium and protected from or confiscation.
From the above made discussion it can be said that most appropriate tool of intellectual property
rights for Delamere Drinks is to get the innovative formula of drinks protected by a patent so that
it cannot be used buy may other competitive brand.
CONCLUSION
For the purpose of improvement of present sales in organisation is very important to do
continuous innovation. For making innovation there is requirement to detailed analysis
of all the required resources and stages so that a proper business case can be
prepared and further can be applied to make a new innovative product

REFERENCES
Online:
Job Analysis Methods. 2018. [Online] Available through:
<https://www.managementstudyguide.com/job-analysis-methods.htm>.