Superdrug's Innovation and Commercialization Strategies Report

This report provides a comprehensive analysis of Superdrug's innovation and commercialization strategies. It begins with an introduction to the concepts of innovation and commercialization, contrasting innovation with invention, and then delves into the organizational vision, leadership, culture, and teamwork that shape innovation within the company. The report explores the 4 Ps of innovation (Paradigm, Product, Process, and Position) and the use of the innovation funnel. It also examines the development of frugal innovation, the importance of the commercial funnel, and the application of New Product Development (NPD). Furthermore, the report details how to build an innovation business case and evaluates tools for organizations to retain product knowledge and intellectual property. The Superdrug case study is used to illustrate these concepts, focusing on their organic skin tone cream, its strengths, weaknesses, opportunities, and threats (SWOT analysis). The report concludes with recommendations and references, offering valuable insights into Superdrug's approach to innovation and commercialization within the health and beauty industry.

Innovation and
commercialization

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Concept of innovation and its comparison with invention....................................................3
P2 Organisational vision, leadership, culture and teamwork that shape innovation and
commercialisation.......................................................................................................................5
M1...............................................................................................................................................7
D1................................................................................................................................................7
LO 2.................................................................................................................................................7
P3 Explaining the 4 P's of innovation and uses of innovation funnel.........................................7
P4 Explaining development in the frugal innovation..................................................................9
M2.............................................................................................................................................10
M3.............................................................................................................................................11
LO 3...............................................................................................................................................11
P5 The importance of commercial funnel and application of NPD..........................................11
P6 Build innovation business case............................................................................................14
M4.............................................................................................................................................15
LO 4...............................................................................................................................................16
P7 Evaluating different tools that organisation by retaining product knowledge and
intellectual property..................................................................................................................16
M5.............................................................................................................................................18
D2..............................................................................................................................................18
CONCLUSION..............................................................................................................................18
RECOMMENDATIONS...............................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Innovation refers to process of innovating any new ideas, thoughts and expression
through which it represent the identify of the company. In perspective of business, innovation is
mainly conducted with the helps of employees by bringing new ideas in their work premise and
also they give new identity to the products and services (Innovation, 2019). Innovation is
committed on any bases of satisfying the needs and wants of the customer through providing the
new identity in the products and services. Commercialisation refers to bringing the products in
market and also attract customer through their innovative ideas and concepts in the new
products. Present report is based upon the Superdrug which is founded by Ronald Goldstein and
Peter Goldstein in 1964. Superdrug deal in health and beauty care products and also engages in
its own pharmacies business. They are considered to be the second largest retailer store after
Boots company and engaged with around 14,000 employee which are carrying the business at
large scale.
Superdrug is located at around 796 places and also they traded their business at around
900 shops across UK and many more countries. Through their innovative products and concept
behind promoting their products, they are considered to be one of the fastest growing companies
in UK. By dealing in Health and beauty care products, they also deal in pharmacies business and
through their aspects, they opened 19 clinic through which they are considered to be the fourth
largest chemist shop in UK. This report will includes the background of the concept innovation
and also its difference between the invention and innovation. It further elaborate with the
identifying different types of innovation. It also includes the process which is required in
commercialising innovation. Lastly the report ends up with various methods which is considered
in respect of protecting the ideas and also examining its advantages and disadvantage regarding
the appropriate innovation.
MAIN BODY
LO1
P1 Concept of innovation and its comparison with invention
Innovation means new ideas and thoughts which differentiate from existing products or
other company products and also through such innovation, it results in occurring huge demand in
market. Innovation can be done on the base of employees capability and skills to innovate new
ideas and this can be undertaken in respective of getting adequate technology and facilitate, so

that they can bring original ideas in organisation (Bertoni and Tykvová, 2015). Innovation
mainly focused on original ideas and concepts but it can also be done on existing products and its
availability depends upon bringing new thoughts. In such perspective, they can attract the
interest of customer towards such products and services for longer time period. The importances
of innovation refer to the following aspects such as:
 They provides opportunities to the companies to build the strong connectivity in the
developing market.
 Through the innovation, they directly linked up with community and also supporting
through financial and various cost benefits to the country.
 By choosing the concept of innovation, it results in enhancing the productivity in the
company at low cost aspects (Muls and et.al., 2015).
 Innovation results in getting more retention of employees in organisation and also they
are motivated to bring new ideas in work premises and implement them to present better
productivity.
Invention refers to the act of bringing new ideas or thoughts which does not exit before or
not undertaken by any other person regarding preferring the existing products. Invention mainly
covers under the complete unique project and also some invention are patent as they are unique
from others (Antony, Setijono and Dahlgaard, 2016). Inventions carry certain rights and also
laws are implemented in case of infringement of any inventions. The importance of invention
are resulting as:
 It extends the capability of person to think beyond their imagination and also provides
chances to improve their life.
 To implement the visualisation into reality by choosing more opportunists to bring new
ideas and interpret them to get better results (Arora, Athreye and Huang, 2016).
 Invention play the role of magic as it automatically motivated or advances man life to
think for future perspective.
Difference between Invention and Innovation
Factors Invention Innovation
Creation of ideas It is mainly covered under the
creation of new ideas and
thoughts which is original and
Innovation can also be done on
the bases of existing products
by designing and giving

not discovered before
(Difference between
Innovation and Invention,
2016).
integrity to attract large
customer base.
Skills required Invention mainly covers under
the scientific skills through
which they can bring novel
products and services.
It carries marketing skills
which distract the customer
towards the products, technical
skills so that they can enjoy
economic benefits (Hall and
Sena, 2017).
Limitation Invention are limited or
invented with single products.
They are innovated in
combination with various
products and services.
Patent Few invention are patent
(Archibald and Archibald,
2016)
Innovation in existing products
are not patent.
Examples Telephone, electricity are one
of the major invention.
iPhone is one of the major
innovation.
In case of Superdrug company, the innovation they bring is in perspective of organic skin
tone cream which is specially designed under the ingredient of herbal coffee items. This is one
the major innovation which is done by company so that they can fulfil the needs of all age
ground people and also available for all types of skin. The main concept of choosing this product
is that usually companies focus on marketing the products to all age group, they not focus on
particular person needs (Bertoni and Tykvová, 2015). In such perspective to innovate this
product in market, helps Superdrug to satisfy the needs and wants of the customer and build
personal relationship with them.
P2 Organisational vision, leadership, culture and teamwork that shape innovation and
commercialisation
In respect of innovating new ideas and products in market, there are major aspects which
determines the stability of the products in market and also it stands company reputation through

interpreting its vision regarding promoting the new products in market (Naqshbandi and
Jasimuddin, 2018). Organisation vision regarding the introducing the organic skin tone cream is
related to targeting every colour of people and also motivating them to use their cream for 1
week to get excellent results. The vision of the company is to increase its sales by 20% and also
reach to large customer base.
In the concept of introducing this product, leaders role are important and also they play
vital role in respect of motivating employees to continue maintaining the productivity in
company (Mierke, 2016). In fulfilling their innovation, they implied participative leadership
theory to involve every team members in their innovation and discussion regarding producing
the products. Through this theory, they can take the decision and judgement of every team
member and also implement them to bring any changes in the products. The matter relating to
culture is identified in respecting of producing the organic skin tone cream fro every culture
people. As this cream is specially innovated for all types of skin and also it can be easily
affordable. The innovation is accomplished by the group of team and through their support and
innovative ideas they came up with the new concept regarding the organic team (Mierke, 2016).
Team work is accomplished on the bases of motivation which can be done through proper
guidance and also their ideas are appreciated and provide adequate facilities which results in
getting better productive results.
SWOT analysis of organic skin tone cream of Superdrug company is resulting in :
Strength
 Through their products it helps to
understand the customer in better
manner (Dodge and et.al., 2017).
 Superdrug carry the renowned brand
image in market and also deal in
pharmacies thus they are more familiar
with the use of products.
Weakness
 Cannot beat the competitors advertising
strategy to reach to large customer
base.
 Lack of communication between the
employees regarding carrying their
ideas which they initiate into the
products.
Opportunities
 Increasing customer demand regarding
innovating the new products which is
made with coffee (Mohd Adnan and
Threats
By putting the low prices in product resulting
in facing threats of not getting quality products.

Valliappan, 2019).
 Social media platform is increasing the
market demand for cosmetic products.
M1
Innovation is mainly covered under various sources such as :
 Process, as innovation cannot be done by thinking any thoughts and implementing it. As
it varies from examining the needs of changes in products or demand of customer
regarding the particular products and than accordingly proper process is executed.
 Changes in industry and market structure can be examined in respect of changes in
company polices and also strategies to target customer (Coleman and MacNicol, 2016).
In such perspective the mangers duty is to examines the market condition and than
interpret the innovation.
In respect of culture the, effective innovation is done on the bases of motivating the team
members to work together and also engaged in each other activity to reduce risk at the time of
committing work. This reflect the more productive work environment and also getting creative
ideas and thoughts to bring innovation in new products and services.
D1
Innovation is developed through the ideas given by team members and further it can be
embedded by conducting the market research. Through this activity, the capability of the
products is determined and also its ratio of getting success among the customers. It is measured
by determining the factors through ISR (Innovation Sales Rate)methods in which the success of
innovation is examined through the factors of sales of Superdrug company.
LO 2
P3 Explaining the 4 P's of innovation and uses of innovation funnel.
Innovation is the important aspect for company in order to increase profit and
productivity by introducing new product at marketplace. The innovation is deals with the process
by which Superdrug is able to create new product, think, idea and services. There 4 p's of
innovation which are help to Superdrug to analysis needs of innovation and mistakes in existing

products. 4 P's of innovation includes Paradigm, product, process and position. Its description are
as follows: Paradigm: It is the planned process by which Superdrug manager is able to think about
new product and services for creating new products. In this, manager is faces the changes
of being taken innovative ideas and thinking or the process which will use by company in
order innovate new product (Costello, 2015). Product: Product is the main item and element of 4 P's of innovation which is help to
attract more customers towards company. This will generate by after thinking about new
products and services. Process: It is ways which is used by company in order to create new product and deliver
to customers safely, this is very important issues which is faced by Superdrug company.
The deliver process is so long then it create possibility of success is reduced in case of
delaying in delivery products.
 Position: Is the goal of company with specific innovation and commercialisation process,
in other words by which an organisation wants to achieve the position by supply of
products.
Innovation funnel
The innovation funnel is the process of developing new ideas and thinking by describing
the various steps from which the ideas could be generated best with effective result of work at
market place. It is the popular approach for innovation which is used by many companies in
order to create an innovation and realistic action plan in proper manner (Tidd and Bessant,
2018). This is effective and valuable for Superdrug and its growth factor.

Application of innovation funnel in Superdrug
In the context of Superdrug company, application of innovation funnel are as follows: Firstly, throughout the collect information of customers about product and services or try
to know about their requirements as per products. After, that process analysis and evaluate and screening those ideas which is generated by
collecting information (Application of innovation funnel Superdrug, 2018). This is help to
achieve goals of company by using idea of products like organic skin tone cream
products.
 At the end of process, idea will be implemented and production department ready to
produce this product in effective manner.
P4 Explaining development in the frugal innovation.
Frugal innovation is the effective process which is help to reducing complexity and cost
of a goods and products in proper manner. This refers to removing non-essential features from a
Illustration 1: Innovation funnel
(Source: Application of innovation funnel Superdrug, 2018)

durable good, such as Pharmacies and beauty products. This depends on the economic, social
and political factors of customers demand in which company will established in proper manner.
This will effectively help to make new product and services for company. Those factors are
responsible for innovation process. The frugal innovation is includes new product with the lower
price of product at market place in order to satisfy needs of customers. Superdrug manager can
use this innovation process in their company in order to make new product positively.
For example:
The Superdrug company deals in health and beauty products in the United Kingdom and
its is the second largest company in the UK. The company is produce high tech skincare product
which generally has high price, that are not affordable by all people. This is generally used and
purchased by those people who are able to understand advantages of organic product. Whereas,
people of town are not capable to understand advantages of organic products as well as they are
not rich to purchase the higher rate and organic products (CORTIMIGLIA and et.al., 2015).
Meanwhile, now company is decide to make new organic skin tone cream at lower prices for
people who are easily purchase this product in effective manner.
Application of Frugal innovation in Superdrug
By analysing market and customers needs, manager of Superdrug is decide to introduce
organic skin tane cream which can be the frugal innovation as it is similar to the existing product
of company but little use of different ingredients with lower prices. There are various people and
customers are like to purchase organic product because they are knowing the main advantage of
herbs for skin. The main raw material in preparing organic skin tone cream is coffee. The
manager purchase coffee beans from wholesaler which is provide advantage of lower cost. The
company is use best and better techniques and machines for creating products.
M2
It is essential that company is generally is not generate new product process and
innovation. It is the ongoing projects which is constantly ruined of previously developed criteria
for assuring that they work optimally. Innovation funnel management process needed for idea
generating and carefully compared against ample numbers of rules (Knorringa and et.al., 2016).
There are including three stages of innovation development are as follows:

 Mouth of funnel is increase the knowledge and information which is related to innovative
product and services. Here is manager need to collect proper information for creating new
product and services.
 Narrowing funnel is help to manager in order to assures about chosen product is help to
achieve objectives.
 Narrowed part funnel is help to give shape to product and its services.
M3
The innovation frugal is plays an important role in organisation in order to achieve goals
and objectives of company in effective manner by introducing new products. This refers the to
low cost, good enough products and services which are often initially designed and for
developed for emerging market customers. Their role is provide the good and effective thinking
platform, along with frugal innovation in Superdrug. This help to gain effective competitive
advantages and offers their product at global level.
LO 3
P5 The importance of commercial funnel and application of NPD
The commercial funnel is the process by which customers are purchase products and
services. This is also known as sales funnel. The company is uses this in order to filter the
product which is highly productive and their sales can be helpful for the company. The
importance of commercial funnel are as follows:
 Shorting and ranking of the sales: The commercial funnel is help to short and rank to
priority of customers regarding products and services in effective manner.
 Focusing on right sales: This help to pick right marketing strategy in order to aware
customers about new and existing products. This is effective for make focus on the sales
of relevant goods which are actually beneficial for company and its growth factors
(Leliveld and Knorringa, 2018). This include the communication and interaction between
customers regarding quality of product.
 Effective monitoring and accountability: It is very important to make focus and control
on sales of products and services of Superdrug company. This help to make effective and
valuable growth of company by monitoring sales of products and services in effective
manner.

There are different stages of innovating new product for Superdrug company which are shows
below:
Step1: Idea generation:
It is the first step of new product development is generation of idea. The new idea is
generated by analysis of market as per customers need and wants. By analysing market, here is
manager of Superdrug is inventing of the new organic skin tone cream which is contain the
coffee beans.
Step2: Idea screening:
Screening and evaluation of idea is important think which is help to create innovative
product by evaluation of products like it is necessary to introduce and it can be exist in market.
Step3: Concept testing and product design:
Test of concept after evaluation of idea which is help to understand the needs of
customers as per product and services in proper manner (Weyrauch and Herstatt, 2017). The
product design includes product shape and structure in effective manner.
Step4: Product analysis:
Product analysis is important part and step in new product development. Here, manager
of Superdrug is detailed analysis is done in proper manner. Like product is commercially
profitable or not, what will the cost of new product, how the total sales of new product at market
place.
Step5: Production development:
After designing and structure of product, it is important to implement this design and
structure in real world by involving production department in it. Here, is all the department of
company is included like what is the production process and marketing department is make plan
to distribute the product as well as increase awareness of product in customers.
Step6: Test marketing:
Test of market is refers to introduce new product at very small market by providing
sample of product to customers (Neumann and et.al., 2017). In that case, manager of Superdrug
is provide test sample to various customers for use it and provide feedbacks.
Step7: Commercialization:

At this stage, manager is check test marketing is successful, then the company introduces
the new product on the large scale like all over the country. Here company is advertises the
product on the TV, magazines and new product.
Step8: Review of market performance:
Superdrug manager review the market performance of the new product as per sample. At
this stage company is finally ready to sales product at large level.
New product development at Superdrug company
Image of product:
Ingredients:
 Extract of coffee
 Sandalwood Oil
 Water
 Sodium Hydroxide Propyl Paraben sodium.

Price: $10
Organic product: Coffee beans
P6 Build innovation business case.
Innovation is the essential think which is help to create new product and services at
marketplace in effective manner. Here is Superdrug is wanted to introduce organic skin tone
cream for its customers.
Requirements
It is analysed by the old three year sales of Superdrug company has got down, one of the
major reason was decreasing sales due to lack of skilled people and challenges in the procedure
in order to conducting research due to lack of professional skills in effective manner. Also, have
main reason of its requirement is customers are move toward herbal product.
Solution
One of the best solution of increasing sales and stopping declining sales of company to
create new product and services which is organic skin tone cream (Cooper, 2018). That is help to
people in order to like to have this kind of item thus, this innovation will give positive result to
the Superdrug.
Innovation need
It is very important to increase sales of Superdrug company, otherwise they would not be
able to sustain in the market for long time. With the help of innovative product, company is able
to rise their sales and meets with their long term goals and objectives.
Market research
In order to conduct market research in effective manner, manager of Superdrug is take
support of social media sites and take review of customers like needs and wants of customers.
This is effective and valuable for company in effective manner or collect proper information and
knowledge about customers in appropriate manner (Bagno, Salerno and da Silva, 2017). By
using this way company will be able to implement right innovation which may help to give
commercial benefits to Superdrug.
Investment requirement
For this project Superdrug requires, 500 pounds. This budget will help to lunch this
product successfully at marketplace.

Possible outcomes
This product is help to increase sales of product and training to employees as well as
attracting more customers towards the firm (Mortazawy, 2018). At their company is take reviews
from market by providing sample in the market and evaluating the successfulness of organic skin
tone cream.
There are company require funding for this project which are available in the marketplace
in effective manner. Company has to arrange finance for this project for success of this products.
There are different options available for funding which are describe as follows:
Bank loan
This is the effective and popular source of funding for many of the start-ups and for
lunching new product and services at market place. Before, applying for the bank loan it is
important to know about the process and well educated about various options available in market
place. Like about the interest rate and other. This is effectively help to make new product at
marketplace (Oliveira and et.al., 2016). This funding process is relatively quick if they are
qualify. On the other side, it requires a more and lots of documents which are take more time.
Personal savings
Personal saving is the most effective and appealing source of finance and funds for
product and services because their own money is important for starting new product and
services. This create advantage which have to make control on their business. On the other side,
if business fails, all the hard work that had put into their saving again.
M4
The innovation is based on the Superdrug company which is deals in high tech beauty
and skin care products. In that company wanted to lunch new product which is Organic skin tone
cream with coffee extract (Feeney and Pierce, 2018). This can be measures the effectiveness of
the new product development and procedure by customers feedbacks which is effectively helpful
for company in order to check market growth. For example; if customers feedback is come with
no issue that means product is good, on the other side if it is come with issue. In that case
manager have to make strategy to resolve it in effective manner.
The product when is unique, people and customer are highly attracted towards company
product in effective manner. Innovation and introduction of organic skin tone cream is quite

effective and beneficial for the Superdrug in effective manner. This will help to company in
order to increase sales of product and services at marketplace.
LO 4
P7 Evaluating different tools that organisation by retaining product knowledge and intellectual
property
The intellectual property is the category of property which includes intangible creation of
product of the human intellect. It is very important to develop knowledge and information related
to property rights (Goffin and Mitchell, 2016). This refers to the creation of the mind such as
inventions with works, designs and symbols in proper manner. There are different types of
intellectual property which are as follows:
Patents
A patent grants property rights on the invention. It is help to protect product and services
at market place. This allowing patent holder to exclude others from making and selling the
invention and innovation. This allow business to be the successful because they develop new and
better processes or product which are offers in the competitive advantage in the market place.
With the help of this tool company is able to secure their products and services at marketplace.
This have advantages, disadvantage, strength and weakness which are underneath:
Advantages  The patent is help to stop others from copying,
manufacturing and selling of their invention at
marketplace.
 This help to get protection for a pre-determined
period which is allow to keep competitors at bay and
keep product safe (Gibson, 2016).
Disadvantage  It means to generate technical information about the
invention publicly available.
 Here is important to pay annual fees, otherwise time
of patent will be lapse.
Strength  Inventors can receive patent protection in the other
country by filling applications and paying fees on the
time in fashion.

 Here, inventors may files a provisional patent
application to protect a patentable product before it
complete.
Weakness  The main weakness of patent is not available for all
types of product.
 Another weakness, it is take time lump-sump 3 years
for approval from government.
Effectiveness and
ineffectiveness
This is highly effective and valuable for company because it
help to stop copying of product at marketplace.
Trade mark
A trade mark is the sign, symbol and design which is help to differentiate product from
the others product and services at market place. Before using trademark, conduct research is
important for company in order to make new product (Baldwin and Henkel, 2015). This research
is help to reduce a amount of the time and money which are already maintained in registered and
trademarked. This create advantages, disadvantage, strength, weakness and effectiveness which
are underneath:
Advantages  The main advantages of trade mark, have life as long
as the trademark in order to keep renewing
registration of the trademark.
 This have very simple registration policy for
company in effective manner.
Disadvantage  It is required for biggest brand products and services
at marketplace.
 It is generally and additionally in danger for
genericised.
Strength  This is usually owned by first person, by this
company is able to file intent to use application the
PTO number.

 It is provide possibility to obtain basic protection for
a mark from federal courts under the act.
Weakness  This cannot protect generics, confusingly similar
marks.
 It has very limited circumstances.
Effectiveness and
ineffectiveness
It is ineffective for company because this is only for big
products.
Those intellectual property rights are important and effective for business and its growth
factor. This help to protect products from copying and draw back it in effective manner.
M5
The intellectual property right generally help to business and its growth factors which is
in effective manner. These tools are highly beneficial for Superdrug because it provide a various
and different advantages and benefits to company which are as follows:
The intellectual property rights are creates and supports high paying jobs in effective
manner at IP intensive industry which are expected to grow faster over the next decade in
national average. This build the and drives competitiveness and economic growth of company is
in effective manner (Manzini and Lazzarotti, 2016). This help to protect consumer and families
by enforcing intellectual property rights. This will also help to generate effective and valuable
solutions to global challenges in proper manner.
D2
Innovation is generally defined as the process by which it is involves various activities to
uncover new ways in order to doing business and its process. The collection of evidence is create
a good senses of product and services for company in order to lunch new product. Those
evidence is collect from customer feedback (May, 2015). This help to create biggest opportunity
for company but it is critical to survive, economic growth as well as success of company.
Innovation faces different challenges which are create in the Superdrug like lack of collaboration
and miss out the connection between customer needs and wants. Those challenges are create
problem for innovation of Superdrug company.

CONCLUSION
From the above study it had been concluded that the innovation and commercialisation
had been important for business and company in order to increase sales of company. The report
has explain importance of innovation and invention in proper manner and also differentiate both
in order to knowing differences between both. This had include vision, leadership style, culture
and teamwork for gives shape to innovation and innovative think. Here, had been explain the 4
P's of innovation which are paradigm, product, process and position that has help to analysis
requirement of innovation in proper manner. Innovation funnel has important for company in
order make new product by collecting proper information regarding needs and wants of
customers. The frugal innovation has a process by which has able to make product as per
economic, social and political factors and growth of company. It had been concluded that the
commercial funnel or sales funnel both has same meaning. That had important for company in
order to shorting sales and also generating focus on sales. With the help of NPD new product
development process, company has effectively generate new idea of product and services at
marketplace. The report had been also build by innovation case study for company in order to
make successful new product. It had been also concluded that the intellectual property rights has
help to protect product and service at marketplace by copying it.
RECOMMENDATIONS
Here, is give some suggestion to company Superdrug to give proper training and
development to their employee for understanding sales of product as well as using various
techniques. They are also have to collect data and information form market by social media apps
for checking continuous growth of company. Here is also recommended for company to use
patent tool of intellectual property for protect their product and services sales.

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