Introducing Innovation into the Canadian Beverage Market1
The Situation
The juice franchise of a well known Canadian company enjoyed market share leadership and high loyalty and penetration rates, but began to face challenges from competitors who were introducing innovation to the category. To date, this client had relied on strong brand equity, and routine product improvements to achieve its growth, and as a result, did not have a process in place for identifying, validating or launching "new to the world" product ideas. We were engaged to create a simple, yet rigorous launch process based on new product best practices in other Consumer Goods companies.
What We Did
- Developed a process and tool kit for every step of new product introduction including: defining interest areas, designing business cases, creating product concepts, researching and quantifying new ideas (including volumetrics), and developing launch marketing plans
- Led training for Marketing and R&D teams in all aspects of product launch (in collaboration with Market Research partner)
- Provided implementation support for the full development and commercialization of the first set of new product ideas to go through this process, including one actual market launch
Results
The team became much more focused on better understanding and delivering on unmet consumer needs. This new juice product exceeded its revenue objectives and set the benchmark internally for how to effectively launch additional new products. The product also won a prestigious Innovation Award from the Canadian Federation of Independent Grocers for its innovative nature.
Service Areas: People and Performance, Plan Implementation
1 This project was led by Jacqueline at MCG - The Marketplace Capabilities Group
