Incubated a new category from idea to launch for a mid-sized FMCG company

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.

Results

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.

Key Insight

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

Approach

• Identified the new category as a large potential opportunity for the brand.
• Analysed 22K consumer transactions data using cloud-based software to size and segment the category.
• Sized and identified segments within the category based on a combination of several criteria (such as source, benefit, price and usage occasions)
• Identified critical physical discriminators that consumers use to ascertain quality and source.
• Developed the product concept that leveraged the brand equity to address consumer opportunities
• Helped design the 7Ps for product launch
• Took the product to a commercial launch