Innovation as a

Strategy
IIM - Udaipur

Abhijeet Kumar
Head – Marketing & Innovation
Birla White, Aditya Birla Group
What is common about these brands?

No Longer a Kodak No longer the Don’t you Yahoo

Moment? Blackberry Boys? anymore?

Once a popular brand but not anymore

Can you name any
other popular brands
that are no longer
relevant?
Why did these
brands gradually
die?

Because they failed to INNOVATE

So what is
INNOVATION?
The story of Sony Walkman- An era of Iconic music players since 1979

1979 – Original Walkman 1st Walkman with 1984 - 1st Discman

rechargeable batteries

Introduction Growth
Stage Stage
• For the Youth • Minor & major product
• Expensive, less demand changes
• Associated with youth,
fitness and mobility
Enter Apple IPod in 2001- Revolutionized the music ecosystem

• Better ecosystem with ITunes store

• Better Interface
• Smaller size
• More storage space
Which simultaneously took Sony Walkman towards decline

2003 – Flash Memory 2007 – Sony Walkman Phone Present day Walkman
Walkman

Maturity Decline
Stage Stage
Summarizing the product life cycle stages & why should brands innovate?
What if brands jump the curve and enter a new phase of growth?

NEW GROWTH

INNOVATION
What are the different types?

Product Service Marketing

Innovation Innovation Innovation
Product Innovation
From Monochrome TV to UHD Curved TV

From Mono grade to Multi grade

From Minerals to Synthetics
Engine Oils
Service Innovation

From DVD Rental to Streaming Hyundai offering Assurance Program

Asian Paints offering safe painting services

Marketing Innovation
Some Innovative brands
Innovation during COVID times

WFH Apps like MS Teams, MICE companies bringing Focus on anything “Anti-
Zoom rolling out new conferences & Product bacterial”
innovative features frequently launches online

Can you think of any other innovative solutions?

Can only tech companies be Innovative?

Name some non technology brands that you think are innovative?
How did Birla White innovate in a low involvement category like “Base
coating”?
Product Innovation in Birla White that changed the category dynamics

From White Cement Manufacturer To Wall base coat provider

Birla White disrupted the Wall Coating market in 2002 by innovating White cement based Putty
Revenue & Profitability doubled within 5 years
Then Consumers told us..

IF ONLY I HAD AN OPTION AGAINST

ADULTERATED LOOSE PUTTY?
Then Consumers told us..

CAN I GET THE EXACT AMOUNT OF

PUTTY AND SAVE COST ON THIS
PROJECT?
Then Consumer told us..

Due to toxic smell of Work with bare hands

paints / putty, work due to lack of proper
becomes difficult equipment. May cause
skin irritations

Dust generated during Line of work

the work makes it sometimes make
difficult to breath them lethargic & less
motivated
Birla White thought..

+
PERFUME
Launched India’s 1st ever scented Putty in the market – reinforced Brand
Leadership

Worked towards Painter’s health & well-being

Contributing 20% of business in a span of 6 months
Service Innovation in Birla White with the “One MRP” concept
Marketing Innovation in Birla White with the “Whitest” Polar Bear
 So, how does Birla White innovate?

• Being consumer
focused
• Identifying their
needs

Image source: https://blog.watermelon.co/en/customer-service/why-the-customer-is-always-king/

So, how does Birla White bring innovation to ground

Gate 1:
Idea Gate
Gate 2: Gate 3: Gate 4: Test Post
Business Develop & validate launch
Case Gate Gate Gate evaluation
1. Ideas,
Concepts & Initial
2. Business 3. Develop 4. Test & 5. Scale-up
Scoping
Case validate & Launch

Detailed development and Formulation & Product launch

Detailed business case design of product packaging • Launch plan
• Project justification formulation and packaging tests: • Launch
• Project team • Lab testing of • 3rd party collaterals
Preliminary quick scoping
• Project charter formulation/s tests • Plant trial &
and testing of initial
marketing & technical • Product development • Design & prototype of • Stability tests production
concepts brief packaging structure • Volume
• Project plan • Manufacturing strategy estimation
Three things I want to leave you with…
Thank you!