Innovation Roadmap #2

Innovation Roadmap #2


CPG Food Company Proactively Finds Big "Future" Opportunity Space and Leverages Brand Portfolio


Project: Innovation Roadmap - Snacks
Client: Major CPG Food Company
Situation
  • Corporate focus on innovation was driving the need to fill the snacks pipeline with new innovation that will fuel its future growth
  • "Big concepts" that will have a major impact on the business were mandated
  • The goal was to develop concepts quickly, without taxing internal resources
  • Innovation opportunities needed to be explored from a category (vs. brand) perspective, looking for "big" white space that could be captured perhaps by multiple brands in the organization's portfolio

Assignment/What ASG Did
  • Developed a future [opportunity] "map" of the category and its relevant adjacencies
  • Developed strategic innovation platforms that provided focus for the innovation effort, identifying specific market gaps against which the organization (with its brands) could bring particular leverage
  • Delivered a over 20 high-potential innovation/new product concepts to fill the growth pipeline - built from the strategic platforms defined
  • Provided a preliminary marketing blueprint for "bringing to life" and executing each concept
  • Outlined a clear innovation roadmap with a recommended development path, including suggested sequencing of the new product pipeline to jump-start growth and manage risk

Results
  • In quantitative testing (BASES), the overall composite rating result: 82% of concepts met or exceeded the control
 

"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