New Product Development

Problem:

• 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?

Approach:

• 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