Innovation Roadmap #1

Innovation Roadmap #1


CPG Food Company Targets Sizable Market Opportunity with High Potential Innovation


Project: Innovation Roadmap - Functional Food & Beverage
Client: Major CPG Food Company
Situation
  • Organization committed to long term strategic focus on Health and Wellness brands in Functional Food and Beverage
  • Product category under consideration not as relevant to client's core consumers
  • Comprehensive consumer mining and insight was required to develop positioning point of difference and to identify those consumer targets with sizable volume opportunity

Assignment/What ASG Did
  • Identified likely future innovation opportunity space expressed as unmet/emerging consumer needs
  • Developed strategic innovation platforms that provided focus for the innovation effort, identifying specific market gaps against which the organization could bring particular leverage, or exploit as a new growth opportunity
  • Delivered a pipeline of high-potential innovation/new product concepts validated with consumers, ready for quantitative test

Results
  • In quantitative testing (BASES), for 18 total concepts, the number of concepts that met or exceeded the control on the following factors:
    • Purchase Intent: 15 out of 18
    • Uniqueness: 14 out of 18
    • Overall Liking: 17 out of 18
 

"ASG helped us jump start our business growth capabilities by re-training our entire marketing management team in state-of-the-art, consumer-based, business building strategies, transforming the marketing function from tactical execution to a core growth focus."

Chief Marketing Officer
Financial Services