Marketing Design and Innovation: Task 1 and 2 Report

This report delves into the critical aspects of marketing innovation and its relationship with competitive advantage. It begins by defining marketing innovation and highlighting its importance in today's dynamic market, emphasizing the need for businesses to adapt to changing consumer preferences, political regulations, and the emergence of new trends. The report then explores the significance of innovation in attracting customers, implementing new promotion strategies, and maintaining a competitive edge. Furthermore, it provides an overview of the Wrigley company's product, Orbit, and discusses consumer trends, including the demand for sugar-free and innovative products. The report also examines relevant marketing theories, such as Maslow's hierarchy of needs, and their application in promoting new products. The analysis includes the 4 P's of marketing innovation: Product, Process, Position, and Paradigm, to understand how companies can achieve a competitive advantage. Overall, the report offers a comprehensive understanding of how marketing innovation can drive success in the marketplace.

Marketing Design &
Innovation

Table of Contents
TASK 1............................................................................................................................................1
Relative importance of marketing innovation and competitive advantage.................................1
TASK 2............................................................................................................................................5
INTRODUCTION......................................................................................................................5
Consumer trends.........................................................................................................................5
Relevant theories.........................................................................................................................6
Relation between identified trends and launch of new product..................................................9
Market performance of new product.........................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

TASK 1
Relative importance of marketing innovation and competitive advantage
Marketing innovation:-
Marketing and innovation is two different terms with numerous of meaning but after combination
of these two words it means implementation of fresh modes which involves necessary modification in
designing, packaging, promotion or pricing of goods. In fact innovation is an area which is not ignored by
enterprise because changes is a ongoing process and society always demand something new or fresh
items. However, commitment towards innovation was initially discussed in around 1995 while Wales
regional technology plan. According to this process it has been identified that creation is a key to success
which is required by every enterprises for their development and growth. Marketing is a term which
means promotion of a particular products or services with the help of effective strategies for example;
advertisement, door to door, newspapers, TV, radio, pamphlets etc. (Edquist, 2011). Therefore need of
creativity in marketing is expressed as follows:- Fulfilment of customer demands:- First and foremost which enforce company towards creativity
is changes in consumer taste and preferences due to emergence of close substitutes by other
companies. For example; Samsung is major example of this because managing director of a
Samsung group is motivating their employees towards modification in their current products for
capturing attention of domestic or foreign clients. Thus, major objective of a company is to come
up with splendid items in order to fulfils the demand or desired of overall society. Reformation in political norms:- Governing bodies of a nation always changes their norms,
values, rules and regulation by considering societal demands as well as to protect buyer or seller
from any discrimination. Regulatory bodies plays a very vital role in maintaining the working
environment of an enterprise as well as tries to create effective acts for implementing equality at
marketplace. Thus, it has been understood that overall corporate society need to follow rules and
regulations which is enacted by government while running their business. To cope with new trends :- Emergence of foreign companies with fully unique and impressive
products encourage domestic organization towards alteration in their existing plans and policies
to deal with competition. In fact due to increment in customer demands number of companies are
coming with varieties of creative products or services in order to capture attention of millions of
customers. For example; creation of new product by Samsung company influence other
companies which are manufacturing android phones. Change in customer taste and preferences:- Society always demand new things for experiencing
every kinds of products. Therefore, for attracting minds of customers an organization have to
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come up with innovative ideas (Hobday, Boddington and Grantham, 2011). Many more foreign
companies are coming up with creative ideas due to which they encourage customers towards
changes in their current using products for experiencing something new. To increase sales:- If products area appropriately designed with impressive themes and strategies
then it automatically increase their demand which resulted in maximization of companies sales.
Maximization of sales is not an easy task which requires proper designing or reformation of
existing goods or items so that customers get attracted towards it in an effective manner. Profit maximization:- One of the major reason which shows that creativity in goods is necessary
is to generate maximum return on investment by satisfying their needs or demands in a minimum
time period.
 To establish goodwill :- At last image of an organisational is also mandatory thing for them
because if they get succeeded in maintaining their goodwill at a marketplace then it automatically
maximize their profit as well as gain trust of employees and customers. Image is indispensable
factor for every association either small or large because it helps them in attaining their set
objective or goals in a minimum duration as well as supports in gaining trust or loyalty of overall
community.
Therefore, by analysing these above points it has been identified that innovation is very much
indispensable for the success or development of entire industry by satisfying domestic and foreign
products in order to attain their set of objectives.
Importance of innovation:- Innovation is increasing day by day due to changes in other factors for
example; political, economical, legal, social and environmental. Thus, importance of marketing
innovation is explained below:- Attract millions of clients:- Initial factors which shows that creativity is very much significant is
customers because they love new and different things as few people believes in experiencing
something different. Therefore, consumers are seen as a one of the indispensable resource for
company.
 For applying new promotion strategies:- Another reason of creation is to adopt effective or
modern method of encouraging products for example internet sources, e-mails, magazines,
advertisement in cell phones etc.
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(Source:-Importance of Innovation, 2011)
 Change the environment:- New ideas helps in maintaining surrounding of a company by
implementing various new strategies, policies, plans and norms in entire organization. Employees
also wanted some modification for refreshing their minds from hectic schedule.
All the above components shows that innovation in marketing plays a major role in attaining
objectives of selling department by designing existing products in an appropriate manner (Jurevicius,
2013).
Strategic competitive advantage:- It is a term which shows that an organization need to make
plans according to requirement of customers as well as require to consider current trends for gaining
attention of overall society which is helpful in gaining maximum competitive advantage.
Apart from this 4 P'S of innovation in marketing also plays a major role in accomplishing all the
promotional activities. Thus, proper explanation of 4 P'S are detailed as follows:-
 Product:- Modification in items or services which an enterprise offers for example; new design
of mobile, car, dresses, a new package of insurance and other entertainment goods comes under
product creativity. With the help of better products and service company get competitive
advantage from its rivals.
 Process:- Reformation in distribution channel or manufacturing process which is currently used
by corporate world for transferring their correct goods at a right time at a right place.
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Illustration 1: Importance of Innovation

(Source: 4P's of Innovation, 2012)
 Position :- According to this “P” location for introducing products and services are changed for
capturing minds of individuals of other market. It helps in attaining better competitive advantage
in most appropriate manner.
 Paradigm:- Modification in underlying mental approaches which frame that an enterprise needs
to repositioning their products.
Competitive advantage:- It is an attribute which permit an association to outperform its
competitors which may included access to natural resources for example low cost power source, highly
talented or knowledgable labours as well as control over modern technology (Santolaria and et. al., 2011).
In this if company provide quality services to their customers at lower prize than they easily get
competitive advantage and develop their overall performance level at market place.
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Illustration 2: 4P's of Innovation

(Source:- Jurevicius, 2013)
TASK 2
INTRODUCTION
Marketing is an essential tools for introducing brand new products at marketplace by promoting
their goods or services across international borders with the help of various methods. Wrigley
organization is an American chewing gum company which was founded in around 1891 by William
Wrigley Jr. and in recent time seems as a leading manufacturer and marketer of chewing gum across the
globe (Leonard and Rayport, 2011). Thus, orbit is one of the branded Wrigley products that was launched
in almost 2003 at United Kingdom to provide innovative products to their customers. Consequently, this
task is going to highlight various promotional methods adopted by company for maximizing their sales as
well as shows different theories for capturing attention of millions of customers. Along with this, trends
of customers are also outlined in this projects for designing their latest products as per customers choice
or preferences. Demand of orbit in UK is continuously enhancing amongst young people and children.
From 2003 to 2016 its demand is increased by 9.5% and as a result, profits of enterprise get improved
(Consumer trends, 2017).
Consumer trends
There are number of brands which comes under Wrigley products just like above explained. In
fact most of the Wrigley companies are coming up with numerous of ideas or creative items for seeking
the attention of millions of clients. Their main motive is to facilitate individuals at different situation such
as; while performing job role, playing, watching TV and so on. Hence, it has been understood that
chewing gum is very famous company or brand which was founded in almost 1891 by William Wrigley
Jr. Their main motive is to create a impressive or delicious products.
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Illustration 3: Competitive advantage

Number of goods are available at UK marketplace with their different quality or benefits which
were liked by overall society. In coming time period, consumers demanded for few modification and
change in current products or either introduction of innovative products in order to acquire benefit from
marketplace by capturing attention of clients. Instead of this, major competition is created between
Wrigley products due to emergence of various items or chew gums.
As per survey, it has been determined that consumer demand for something new in Wrigley
products for changing their taste by experiencing creative items. Therefore, Wrigley company is going to
launch new chew gum that is ; sugar free Orbit in United Kingdom for providing new taste or healthy
product in order to secure patients from any harmful effects (Tschimmel, 2012). Major quality of orbit
which attract millions of consumers from different age groups is described as follows:- Sugarless:- First and foremost strength of newly introduced product is that it is free from high
level of sweetening which is safe or advantageous for disabilities patients. Along with this, this
chew gum is healthy for normal human beings because it is free from any harmful chemicals. Qualitative packaging:- The way Wrigley company packed their products are very impressive or
attractive which attract millions of customers. In fact, orbits are offered in a very hygienic way by
selling it in a cardboard boxes with impressive designs. Tasty:- Differentiate in taste from others because it was created with the help of fruity juice and
by mixing various tasty ingredients which make their taste much better as compare with other
Wrigley items.
 Mouth freshener:- One of the major quality after having this an individual feels fresh and smells
very impressive which attract number of people towards it (Steen, Manschot and De Koning,
2011).
Thus, new product is launched by Wrigley company after analysing the recent trends following
by current society in order to design their commodity different from others for gaining maximum
attention of clients.
Relevant theories
It is not easy to manage overall functions of newly launched products because it requires lots of
suggestion or recommendation from experience or specialised person to run their business in more
appropriate manner. Innovation is not that much difficult but to promote that creative items in different
geographical region is much more complicated. Therefore, an organization need to adopt various methods
or techniques for promoting their newly introduced item. Managers also consider various theories or
approaches for executing overall marketing activities in an efficient manner because various scholars are
suggested numerous of ideas of encouraging new products across international boundaries (Wrigley and
Bucolo, 2011). Thus, proper explanation of several theories are highlighted below:-
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Maslow's hierarchy theory:- This approach alludes to a pyramid that is segmented into five
classes, created by Abraham Maslow in around 1943. For example; if a person want some change in their
Wrigley products and not satisfied with current one then automatically get motivated towards new one for
fulfilling their desire. Hence, fundamental needs which is basic to get satisfied are as per the following-
 Mental requirements:- As per this element an individual also requires physiological items for
their survival and if a person failed in fulfilling it then their body can't work efficiently.
Therefore, it covers fundamental human needs like sustenance, dress and so on. It means every
human tries to consummated their physiological demand for proper functioning of their body.
People want to have orbit; so that, they will feel refresh. Instead of this, some wants to have it for
their taste only as it provides them mental satisfaction.
(Source:- Mcleod, 2017) Safety or security needs:- One of the oldest statement suit on it that is ; health is wealth. It means
every person want safe and secured environment at workplace as well as wish to have healthy
foods for maintaining their health (Garrigos-Simon and et. al., 2012). Thus, it characterizes
monetary security and strength like employer stability, well-being and so forth. For example;
orbit which is free from sugar or various other chemicals in order to secure health of society.
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Illustration 4: Maslow's Hierarchy of Needs

 Social needs:- Young generation wants this more as well as kids so that they can learn this and in
future know how to deal with other person. Every person wants that they are also loved by
someone and requires partners or friends. Hence, it has been understood that everyone need social
association like family and companions. Employer will provide some extra leaves to their staff
members, this will work as motivation for them because by getting leaves they will spend some
time with their families and friends. As a result, there social requirements will get fulfilled.
Therefore, they will complete their work on time in an effective manner and this leads to enhance
productivity of enterprise. Regard needs:- Requires respect from others to maintain their goodwill at marketplace. Thus,
every members are wishing to have a high level of confidence, feeling of self accomplishment by
maintaining their standard of living in society. If worker gets self respect from their colleagues
and superiors then, this will boost their morale and they will accomplish coveted targets in an
effective and efficient way.
 Self-actualisation :- At the end of approach, scholars shows that self understanding about own
potentiality is very much indispensable in order to fulfils above needs. In fact, this is the last
phase of the pyramid as you move higher (Ngo and O'Cass, 2012).
Diffusion of innovation model:- According to this approach an enterprise get aware about the
technique of promoting ideas or technology across different regions. It means, this theory helping in
answering these questions; how, why, at what rate ideas is going to spread. Basically, this framework is
popularized by one of specialised or experienced professor of communication and his name is Everett
Rogers. He is a man who is responsible for promoting this idea across international boundaries which is
used by number of companies during spreading their newly introduced items in various geographical
domains. According to Rogers four major dimensions affects the promotion of fresh products or thoughts
that is; innovation itself, interaction/ communication channels, time/ duration and social system. Thus key
components of diffusion research is described as follows:- Invention:- It is a very broad category related to the existing knowledge of a assessed team.
Therefore, any thought, practice, products or services which is introduced for a first time is
considered as invention (Kelley, Woren and Kelley, 2013). Adopters:- They are either individuals, any association, hospitality sector, education place as well
as mixture of social networks or nations. Communication:- According to this method, an organization is allowing the distribution of
necessary data or information from one area to another or one team to other.
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 Time:- Duration for particular products is very much essential or indispensable while promoting
goods or services because every association want to accomplish their task in a minimum time
period.
(Source:- Young, 2012)
 Social systems:- It is a cluster of external influences such as; mass media, surfactants, regulatory
mandates as well as internal factors like; positive or negative society relationship,
misunderstanding from leaders.
Thus these factors plays a very eminent role during spreading new chew gum that is; “sugar free
orbit” by considering relevant facts or figures. Therefore, staff members of firm is highly motivated and
there is trust amongst them. As a result, they can easily share their views and opinions with each other.
Thus, there entire work is complete within limited period of time; so that, they are able to fulfil
requirement of their customers on time by providing orbit to them on their demand. Along with this, they
will use some new methods to develop product for clients.
Relation between identified trends and launch of new product
There is a greater relation between current trends and launched Wrigley products because their
motive are same but manufacturing technique or method is little bit different from others (Mihelcic and
Zimmerman, 2014). Wrigley company having number of available trends such as; juicy fruit, spearmints
or Altoids, double-mint, skittles, winter fresh and several other chew gums that are used by overall
society. Thus, an appropriate relations between identified trends and currently launched products is stated
as follows:-
Identified trends Newly introduced commodity
 Juicy fruit, spearmint, double mint, skittles,  Sugar free orbit and manufacturing with
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Illustration 5: Diffusion model

Freedent, airwaves , winter-fresh and so
on.
 Motive is to provide complimentary items
to overall community.
 Freshening of mouth.
the help of healthy products
 Main objective is to provide new taste to
the society.
 Packed in a impressive boxes for seeking
attention of customers.
 Same as current trends.
It has been understood that orbit and other chew gums have similar role or motive because they
all are used by society for same purpose in order to feel fresh. Along with this, most of the European
Wrigley company are offering these products for facilitating their customers as per consumer
requirements or demands. Apart from this product autonomy is a very appropriate method of
understanding the relation between current and newly introduced products because it shows various
elements which plays a major role such as; core product, generic, expected, augmented (Mcleod, 2017).
Product onion include three level of an item. As per CORE product, it provides some requisite
benefits to people such as company produces sugar free orbit which can be have by a diabetic patient also.
Another level is ACTUAL product, it is a physical thing and an individual will by it. They will select is
according to brand, fashion, quality, colour and style like orbit is much demanding now days in UK
amongst youngsters. Last level us AUGMENTED product, it is associated with finance and customer
care, such as it is associated with price of orbit which is much reasonable.
Market performance of new product
After introducing new product an organization uses number of effective methods to promote their
products or services as well as spread this idea for gaining maximum attention from customers. After that,
its time for assessing current position of newly launched orbit with the help of one of the useful method
that is balance scorecard which is explained as follows:-
Balance scorecard:- It is the execution administration instrument created by Kaplan and Norton
(Young, 2012). For such conditions there are fundamentals that are as per the following-
 Appropriate correspondence of destinations
 Successful checking.
Market performance of newly launched product is identified with the help of various factors
which are highlighted as follows:-
 Brand awareness:- As per this element an organization need to identify the update about Wrigley
products which was invented by an association in Europe market in order to understand the
current position of orbit.
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 Customer acquisition:- If maximum number of consumers are uses sugar free orbit then it means
products is liked by society which resulted in enhancement in performance of an association.
 Maximization in sales:- If product is acquired by most of the customers then sales automatically
get increased.
CONCLUSION
From the above task it has been understood that Wrigley products are distributed across
international borders because of their maximization in demand and increase the usage rate of these items
as most of the customers love to have chew gums while working, travelling, performing job role etc.
Demand of sugar free orbit is increasing continuously which aid them to improve their profits. As there is
no sugar in this product so that its demand is high as compare to other items. Apart from this, manager is
selling it to some other places which assist them to increase their customer base.
REFERENCES
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Leonard, D.A. and Rayport, J., 2011. Spark innovation through empathic design. In Managing Knowledge
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Illustration 6: Market performance of Orbit
(Source: Watson, 2014)

Luo, L., 2011. Product line design for consumer durables: an integrated marketing and engineering
approach. Journal of Marketing Research. 48(1). pp.128-139.
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Conference Proceedings (p. 1). The International Society for Professional Innovation
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