Marketing Strategy star Innovation star Reinvention


Innovation

  • Whitespace opportunity
  • Concept/product development
  • Insights and business model exploration
  • Sales forecasting







We have deep expertise in insights, having worked on some of the most successful and innovative launches across a wide range of industries, and have often helped clients with their most challenging innovation projects. We help our clients throughout the development cycle from identifying white space to forecasting sales, with an eye toward market disruptors.


CASE EXAMPLE: EXPANDING A PORTFOLIO IN A TURBULENT MARKET


THE NEED

A client in a rapidly-growing consumer durable category expected forceful competitive entry and needed to protect its position. This included launching a low-end flanker and revising messaging and pricing of the broader portfolio.

OUR APPROACH

We synthesized existing client learnings and supplemented with customer understanding and modelling:
  • Performed a meta-analysis of internal and external category, competitor, and product elements
  • Interviewed customers to identify and refine benefits
  • Created a simulation of the category

THE OUTCOME

We helped our client reposition their portfolio to grow in the face of the competitive threat
  • Identified a brand messaging architecture reinforcing value cues across the high/medium/low line
  • Positioned low-end product to protect against expected entrants while minimizing cannibalization
  • Reset portfolio price points balancing competitive threat, positioning, and revenue