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Written by ZOOZ
consulting and training | (972)-9-9585085 | info@zooz.co.il
| www.zooz.co.il
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| Issue 16 |
Hello!
We are glad to send you the 16th issue of LaZOOZ.
This monthly newsletter is sent as a free
service to thousands of senior executives. It does not include advertisements, and
features different sections each time.
We have tried to
keep it short, knowing that your time is precious and your
work is plentiful. Those who wish to learn more can find links
to articles and sources of relevant information. We hope that
you will find the newsletter useful.
We would be glad to receive
any comments and suggetsions.
Pleasant reading!
Ari Manor, CEO, ZOOZ
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Innovation
Methods and tools for managing innovation processes
Modify
This is
the fourth of the seven SCAMPER conceptual tools. This
tool, Modify , examines how a tangible characteristic of one or more of a product's components can be changed. A tangible characteristic operates on one of the five senses: sight,
hearing, smell, taste and
touch.
With this tool, we try to
examine the possibilities of modifying the size (enlarge
or reduce), color, taste, smell, texture, sound or
shape. This tool can be used not only to improve
products, but also to improve (tangible) components of
service or process.
Operative stages of
Modify :
1. In the first stage, the product, service, process or problem is selected
2. In the second stage,
internal (tangible, physical) components are listed
3. In the third stage, new ways
are sought to conduct tangible change in one or more
components: to enlarge, reduce,
modify color, taste, smell, texture, sound or shape.
4. In the fourth stage, the
innovation is demonstrated and benefits are identified
Example 1:
- Existing product: motor
scooter
- Internal components: body, engine, windshield, exterior, steering handlebar, wheels, seat, dashboard
- Innovations that have already been implemented in motor scooters:
- Executive motor scooter
(larger
body and engine, sometimes the body is in
the shape of motorcycle)
- Folding mini scooter
(small in size, can fit in
the trunk of a car)
- Safety scooter with a
protective, arch-shaped roof
(enlarging and
modifying
the shape of the
windshield)
- Rougher tires (change in
texture to prevent
skidding - especially during the winter)
- Innovations that have yet to
be implemented (to the best of our knowledge):
- Exterior in a spongy
texture (to soften the blows from
the scooter in the event of rolling over)
- Scooter with giant wheels (a
unique look, easy to get up onto sidewalks, high
navigability)
- Scooter that emits a pleasant
smell and green
smoke from its exhaust (using a tank with
biodegradable material)
- Scooter with an engine noise neutralizer (with a
mechanism that plays the opposite
sound)
- Scooter whose entire body is painted in a
reflective red color (safety, as
well as a unique look)
Example 2:
- The service: public swimming
pool
- Internal components: pool, lifeguard, diving
board, water, lane dividers, grass, showers, chairs,
side walls
-
Innovations that have already been implemented
:
- Size -
small pools for children, giant pools (for example -
spas)
- Shape - water with large waves
(created by a wave machine), sprays (Jacuzzi),
waterfalls
- Sound - dancing in the pool
- Taste - pools with sweet or
salt water
- Innovations that have yet to be implemented (to the best of our knowledge):
- Color -
pool with colored water - black, for example (one
could swim naked without anyone seeing)
- Texture - pool filled with soda
water (similar to a sulfur spring, but artificial)
- Shape - lane dividers in the
shape of ducks or fish
- Sound - side of the pool that
plays a warning sound when the swimmer approaches it
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Move
What's new at ZOOZ
"A Product is Born" - upgrading products or services
For about
four years, ZOOZ
has operated a unique program called
Mutzareshet, which enables
subcontractors and Israeli manufacturers to become
exporters for the first time and to develop branded
products for retail chains abroad.
Mutzareshet
, which is subsidized by a number of government programs, has already yielded a number of new product lines. For articles about this program and the international retail business, click here.
Now,
ZOOZ is launching a new program that
enables those who are already marketing various products
and services in Israel and abroad to refresh, renew and
upgrade their merchandise. The new program, called
A Product is Born
,
is appropriate for upgrading consumer products,
professional products, and various types of retail
services (for example, coffee shops, clothing stores,
food markets and bank branches), and more. The program
was developed and is being presented in collaboration
with the design studio of Jessica
Cohen, and includes a comprehensive and unique
track:
- Observation (deciphering
viewing and consumption habits)
- Positioning and
marketing strategy (mapping
customers and the unique benefit offered to them)
- Systematic
innovation (development of dozens of
ideas for innovations in the product and service)
- Managing an idea
pipeline (filtering and promoting
ideas for innovation)
- Concept
testing - examining market response to
ideas for innovation)
- Industrial and graphic
design (developing models,
marketing and sales promotion materials, designing
retail settings)
Like the
Mutzreshet program, A Product
is Born is subsidized by various government
programs, including the Nitsos (Spark)
and Livui Shivuki (Marketing
Assistance) programs. A Product is Born is unique in closely combining marketing and design considerations throughout the entire program.
- For more information on the
A Product is Born or
Mutzareshet programs
please contact us
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Exposure
A creative
advertisement and its logic
Using External Components
Creative advertising can sometimes cleverly employ external components that already exist in the setting where the advertisement
appears.
For example, the ad shown here
was published in a newspaper's centerfold, and used the
ends of the staple (that staples the newspaper pages
together), which always are present, in any case, in the
centerfold.
The advertisement shows a
hand that was ostensibly pierced by the staple at the
lower part of the page and is now bleeding at exactly
this spot. In this way, the problem (cuts in a hand)
is portrayed in dramatic way and the reader is urged to
buy bandaids from the advertised brand, Derban. The
slogan that appears under the picture of the bandaid
package (at the top right) is also right on target:
"Always handy." In advertising, one should usually avoid
being overly clever and resist the temptation to use a play
on words (hand and handy), but this time it fits… like
a glove. When the readers passes by the shelf of
Derban bandaids next time at the supermarket, it is likely
that they will remember the advertisement and add the
product to their shopping cart, because the message - "Good
to have at home" - worked.
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