How can a innovative marketing plan evolve customer interest and beats the competition, please give a product / service success story ?

innovative marketing plan starts with good situation analysis and good market segmentation after those two sectors you will be able to define your target segment and try to fill their gabs by good solution.

Example:  

Another recent transfer of technology within P&G has been certified by the Royal Institute of Public Health and Hygiene. Investment in research and development created the concept of baby wipes. The concept was so successful that it was realised that the products could be used elsewhere and this led to the launch of Flash antibacterial wipes which kill germs for up to hours. Consumers are increasingly discerning and require wipes to clean and provide protection both outside and inside the home. Available in both a tub and refill value pack, the disposable wipes can be used around the home or in other areas such as the car. The concept and technology behind the product was originally used in baby wipes.