INNOVATION MARKETING

Dr. Maya Ariyanti

 WHAT IS INNOVATION?

“When an enterprise produces a good or service

or uses a method or input that is new to it, it
makes a technical change. The first company to
make a given technical change is an innovator.
Its action is innovation.” Schmookler (1966)
“Innovation by definition must be successful in the
market. “The test of innovation, after all, lies not in
its novelty, its scientific content, or its cleverness. It
lies in its success in the marketplace.” Drucker
(1993)
 EXAMPLES OF
INNOVATION

• Glass (3500 BC)

• Modern Public Library (1850-1945
depending on country)
• Electronic calculator (1961)
• Mobile phones (1973)
• World Wide Web / Internet (1989)
• Email (1993)
 • What do you define as new?
• Can mean different things to different people
• New to the world (10%)
• New to the firms (20%)
• Additions to existing products/process (26%)
WHAT IS A NEW • Improvement and revisions to existing
INNOVATION? products/process (26%)
• Repositioning (with different purposes) (7%)
• New to the market (geography + segments)
• New to the season
• Cost reduction (11%)
(See; Booz, Allen & Hamilton, 1982; Griffin, 1997)
 MARKETING

• is the activity, set of

institutions, and processes
for creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners,
and society at large.
(Approved 2017 by AMA)
 THE PRODUCT LIFE
CYCLE

• Process a product goes through from when

it is first introduced into the market until it
declines or is removed from the market.
The life cycle has four stages - introduction,
growth, maturity and decline.
 To Create a Clear Market

To Identify Opportunities

FINDING SUCCESS: SIX To Identify Proper Channels

REASONS WHY
I N N OVAT I O N N E E D S
MARKETING To Create Ecosystems of Opportunity
(NEWMAN,2019)

To Understand Their Audience

To Find Use Cases That are Useful

 1 2 3 4 5
Identify unmet and even Understand the deep- Engage with customers Develop the entire Use a go-to-market
unknown customer seated drivers of through use cases and customer experience strategy appropriate for
needs. perceptions and benefits instead of ecosystem. the innovation and its
behavior that are functionalities and customer.
relevant to a product’s features
appeal.

W H Y G R E AT I N N OVAT I O N N E E D S G R E AT
MARKETING
( D E N I S E L E E YO H N , 2 0 1 9 )
DIFFUSION OF
I N N OVAT I O N
T H E O RY
 MARKETING STRATEGIES TO LAUNCH
YOUR PRODUCT

Create a
Organize a pre- Increase your Create shareable Take a chance with
recommendation
launch giveaway organic visibility content remarketing system

Establish Prepare your FAQ

Optimize your Take care of your Don't forget about
relationships with before launching
website speed influencers customer service your product email marketing
THANK YOU