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ePaper created 2015-04-29, 11:32:09 | version 1.38.0
R esearch and development is practiced extensively in B2B as well as in B2C businesses: it is about technologies, materials, formu- lations, performance, claim substanti- ation, and statistics. Research is a fact-based discipline, which generates measurable innovations. However, the success of a new tech- nology or new ingredient also depends on whether the realization is attractive FOCUS: ACTIVE INGREDIENTS PRODUCT DEVELOPMENT Knowing socio-cultural trends well, helps forecast what product needs will arise from changing habits. Only relevant new products can turn an innovation into a real success. The managing directors from SpringPool describe what role R&D marketing plays in all of this. Higher success rate for innovations Inspire with R&D marketing A successful product concept requires a deep understanding of consumers photo:KonstantinYuganov,Shutterstock.com Prämierte Wirkstoffe Nachhaltigkeit Patente Know How Preisgekrönt: DANDRILYS® Anti Schuppen Innovationspreis von Frost & Sullivan. www.greentechgmbh.de Natürlich:Natürlich: AQUASILOIL Wasserlösliche Öle Wirkungsvoll:Wirkungsvoll: SILDINE Gegen Rötungen Vasokonstriktor aus der Purpur Rotalge. ® enough for the consumer. So what has to be done in order to translate a ra- tionally oriented R&D outcome into an emotionally appealing consumer product? A new product is being launched – new and surprising benefits are claimed, with interesting advertising messages linking these benefits to a certain ingredient. You may then think: “We have an ingredient in our portfolio COS1505_20_Springpool_COS1409_10_Van_Hoeven_GB 27.04.15 07:10 Seite 20 COS1505_20_Springpool_COS1409_10_Van_Hoeven_GB 27.04.1507:10 Seite 20