Case Study

FMCG major incubates a new brand that achieves a growth of 80% month-on-month

An FMCG major looking to extend their business into new categories engaged NorthSide to incubate a new brand and execute it in the market till it achieves a product-market fit.

Key Insight

Discerning consumers look for products for specific consumption occasions but most products available are not designed keeping specific occasions in mind. There was an opportunity to find a sizeable occasion and design the products for that.

Approach

  1. Mapped the opportunity spaces in the market
  2. Used proprietary research techniques that combined the occasion opportunity with the sensory appeal and product attributes that are required in the occasion.
  3. Identified a discerning consumer segment and specific occasions as the target segment & occasion
  4. Used product sensory tests to develop a differentiated formulation that meets the consumer’s need
  5. Maximized the product’s right-to-succeed and price premium.
  6. Developed a positioning concept and tagline for the product, in line with the target segment and key occasion insight.
  7. Helped redesign the packaging and pack construction to suit the targeted occasion.
  8. Developed the creative assets required for launch across consumer touch-points that included offline and online retail channels
  9. Launched the product in the market.
  10. End-end execution of the marketing programs on key e-commerce and select offline channels done by the NorthSide in-house team

Results

  1. End to end opportunity mapping to market execution done within 9 months
  2. Month-on-month revenue growth increased and reached 80% within 3 months of launch
  3. Uniform execution across all consumer touch-points with an integrated marketing approach.

We are NorthSide. A strategy and execution company that partners with young businesses in their start-up and scale-up journey to help build robust brands, develop differentiated products and transform business models.

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