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  • Frugal Innovation Anirudh

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    Anirudh Agrawal
    158 visualizzazioni61 pagine
    The presentation is about frugal innovation. Its about how innovators can innovate their product to serve the volume markets. One challenge is how high value and high margin brands create products for volume markets and low margin markets. The presentation reduces the complexity of the concept and dwells on the discussion on brand innovation and brand translation in frugal markets. Typically firms operating in frugal markets end up positioning themselves as poor mans product, thus labeling an individual are poor. This strategy can backfire, on the other hand using unethical methods of marketing products to marginal markets can stigmatice the whole industry. Thus product developers have to be critical and thoughtful while innovating for low margin markets. One fine example for frugal innovation is Life-boy soap and Nirma washing powder.

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    The presentation is about frugal innovation. Its about how innovators can innovate their product to serve the volume markets. One challenge is how high value and high margin brands create products for volume markets and low margin markets. The presentation reduces the complexity of the concept and dwells on the discussion on brand innovation and brand translation in frugal markets. Typically firms operating in frugal markets end up positioning themselves as poor mans product, thus labeling an individual are poor. This strategy can backfire, on the other hand using unethical methods of marketing products to marginal markets can stigmatice the whole industry. Thus product developers have to be critical and thoughtful while innovating for low margin markets. One fine example for frugal innovation is Life-boy soap and Nirma washing powder.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PPTX, PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    158 visualizzazioni61 pagine

    Frugal Innovation Anirudh

    Caricato da

    Anirudh Agrawal
    The presentation is about frugal innovation. Its about how innovators can innovate their product to serve the volume markets. One challenge is how high value and high margin brands create products for volume markets and low margin markets. The presentation reduces the complexity of the concept and dwells on the discussion on brand innovation and brand translation in frugal markets. Typically firms operating in frugal markets end up positioning themselves as poor mans product, thus labeling an individual are poor. This strategy can backfire, on the other hand using unethical methods of marketing products to marginal markets can stigmatice the whole industry. Thus product developers have to be critical and thoughtful while innovating for low margin markets. One fine example for frugal innovation is Life-boy soap and Nirma washing powder.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PPTX, PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    di 61

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Contents
    Frugal Innovation
    Transportation Microfinance FMCG : fast moving consumer goods Energy Drinking Water
    Water Harvesting

    Sanitation Telecommunication Health Care

    Activity: Brand Management Theoretical Perspective on Frugal Innovation Criticisms


    Anirudh Agrawal, PhD Fellow, CBS CSR

    http://www.youtube.com/watch?v=FYIwa3Y1KA o#t=157

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Frugal Innovation
    Design to extreme affordability Strategic thinking towards volume markets Creativity and innovation towards extreme affordability Design, engineer and produce for marginal markets Translating and innovating a high margin brand for low margin markets Creating and innovating towards branded and quality products for marginal markets
    Frugal innovation blogpost, stanford.edu, uni. Santabarbara frugal innovation centr
    Anirudh Agrawal, PhD Fellow, CBS CSR

    Frugal Innovation Market Potential

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Source : WRI 2008

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Transportation
    120 billion dollars

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Electric Tricycle

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Micro-Finance

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Financial Services Pyramid

    Anirudh Agrawal, PhD Fellow, CBS CSR

    What Is Microfinance?
    Microfinance is the offer of financial & non-financial services to people excluded from the traditional banking system. The services are adapted to the needs of the target populations.

    MICRO

    FINANCE

    Micro-entrepreneurs Self-employed Low income populations Excluded populations

    Business & educational loans Savings Micro-insurances Remittances Micro-entrepreneur training Coaching & workshops on health, hygiene, etc.
    Anirudh Agrawal, PhD Fellow, CBS CSR

    Microfinance Stories
    Grameen bank SKS Microfinance

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Fast Moving Consumer Goods


    Sampoo Bathing Soaps Beauty Items Utensils Coolers and ACs Refrigerators TV sets Washing Machine
    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Washing machine

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Story of Nirma

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Story of Lifeboy

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Cooling in Summers

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Earthen Refrigerator

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Water Cooler

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Grameen Danone

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Estimated Frugal Market for Energy

    500 billion dollars

    Source: WRI 2008

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Frugal Market for Water

    Source: WRI 2008

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Water Harvesting

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Grameen Veolia Business Model

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Sanitation: Story of Sulabh

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Pay as you use model for Sanitation

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Sanitation: Poop Truck

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Health Care
    GE Portable device http://www.youtube.com/watch?v=yB47wxb6sY

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Arvind Eye Care

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Aravind Eye Care Van

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Emergency Medical Services

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Life Spring Hospitals

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Estimated Frugal market of Housing

    Source: florence rizzo and anirudh agrawal YT summer school

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Modular Housing

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Prefabricated Houses

    Anirudh Agrawal, PhD Fellow, CBS CSR

    ICT

    Source: florence rizzo and anirudh agrawal YT summer school

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Examples
    Nokia Asha for developing Markets 100 dollar laptop 20 dollar tablet Grameen Telenor Joint Venture

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Activity
    Discuss in group of 3-5, how will a high margin brand strategise its brand and manage frugal innovation. Example: Arla innovating high energy, high nutirient yogurt for poor countries

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Theoretical Perspective

    www.frugal-innovation.com

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Criticism and Caution


    Ethical Marketing Quality Management Labeling and Framing

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Ethical Marketing

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Ethical Marketing

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Labeling and Framing : Poor Mans car

    Anirudh Agrawal, PhD Fellow, CBS CSR

    Further readings
    http://www.youtube.com/watch?v=TPC1J7cPnU8

    Source: florence rizzo and anirudh agrawal YT summer school

    Anirudh Agrawal, PhD Fellow, CBS CSR

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