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Slide 1 - What winning innovation looks like in reality
Winning innovation prioritizes penetrating more households with clear, credible shopper benefits and locally adapted propositions, supported by strong early distribution. It accepts some internal cannibalization as the necessary cost of staying relevant over losing customers to competitors.
What winning innovation looks like in reality
- • Penetration-first, not intensity-led: Winning innovation grows by reaching more households, not by driving heavier buying from the same ones.
- • Clear and credible shopper benefit: Innovation succeeds when the benefit is simple, tangible, and instantly understood.
- • Locally adapted propositions: Global trends create signals, but relevance is built through local tastes, usage occasions, and cultural norms.
- • Strong early distribution: Early reach and visibility are decisive; innovation that doesn’t scale fast rarely recovers later.
- • Cannibalisation accepted as the cost of relevance: Some internal substitution is inevitable — and preferable — to losing shoppers to competitors.
