A mid-sized FMCG company wanted to leverage their core brand equity to enter new categories and widen its portfolio. As a brand with select distribution channels, they needed to identify categories which would be well accepted by their existing distribution channel, fit well with their brand imagery and where they could be profitable and achieve scale with time.
NorthSide was engaged to appraise, select and incubate the new category opportunities for the brand.
Identified and validated a new category that the company could enter and have a competitive advantage
Developed the opportunity with segment sizing, pricing and right to succeed validated via consumer research
Helped the client with all the 7Ps for launch, including help in developing the packaging, communication and go-to-market strategy.
Took the project from idea to launch within 6 months for the brand.
Product rated 4.8 stars on 5 (highest in category) within 3 months of launch.
Consumers are seeking proof points but are willing to pay a premium for high-quality products that ride on the core equity of the brand