CASE STUDY

BUILDING A BRIDGE TO NEW PRODUCT CATEGORIES

CASE STUDY

BUILDING A BRIDGE TO NEW PRODUCT CATEGORIES

New product development can help grow a brand’s existing product portfolio and bolster their competitive advantage. A leading fast-moving consumer goods (FMCG) company in the meat industry came to us with just that situation: what new products would fill unmet customer needs?

THE CHALLENGE

In a category filled with multiple brand options, there was concern the brand could stagnate and lose share.

The research would need to:
Assess brand perceptions
Understand product purchase & usage
Identify relevant, adjacent categories
Uncover brand extension opportunities

THE RESEARCH

Focus groups were utilized to gather information on meal planning and preparation habits.

The groups were asked to do homework in order to facilitate discussions and brainstorming of new ideas, including:
Other meat categories
Meal solutions
New product forms and shapes
Packaging needs

THE RESULTS

Uncovered a wide range of opportunities for further development, including product concept ideas focused on innovative meal planning solutions – giving the brand potential entry points into new categories.

Feedback on packaging frustrations provided valuable guidance to support design enhancement decisions.

At each stage of the product life cycle, marketers face different and unique challenges. Strategic marketing research can deliver the intelligence you need to overcome those challenges and steer your brand in the right direction.