New Product Development


  • Category dominated by one major brand
  • Company’s current entry into category was generic
  • Company wanted to know if they should withdraw from category or enter fresh – and if so, how?


  • Extentsive analysis of marketing trends, competitive segments and new product activity
  • Focus groups and quantitative data used to assess category need gaps and profit potential
  • A unique position was defined which preempted category leader
  • Developed name, packaging and marketing plan