Marketing Innovation
Innovation must solve a customer problem and survive operational economics.
Cheat sheet
Innovation must solve a customer problem and survive operational economics.
What to check first
Observe refilling behaviour and identify hygiene, access and store capacity constraints.
How to make the call
Expand only where adoption and contribution survive without incentives.
OpenStax · Pricing products and services · further reading for pricing & product
Indian practice case
Fictional scenario
A Chennai dairy brand proposes refill stations to cut packaging waste.
Reveal the step-by-step solution
- Diagnose the problem.
Observe refilling behaviour and identify hygiene, access and store capacity constraints.
- Work through the evidence.
Pilot in matched shops and measure refill adoption, product loss and cost per litre.
- Recommend and validate.
Expand only where adoption and contribution survive without incentives.
More Indian cases
Interview question
How would you use marketing innovation to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Pilot in matched shops and measure refill adoption, product loss and cost per litre. Expand only where adoption and contribution survive without incentives.