“It always seems impossible until it’s done.”
Nelson MandelaYou want to grow your business? Your customers are asking for new products? So do your consumers? You can’t stay behind, but you are wondering what kind of new idea are best for your business. Do you need a product line refresh? Do you need to harvest the new consumer or retail trend? Or, you need to revolutionize you’re your business? Would you like to expand within your current category? Or move into adjacent categories? How about creating new ones?
Your head is spinning from so many questions. So did mine, many times. Because innovation is the most complex, head spinning, yet the most creative and inspiring task for every marketer. It requires in-depth knowledge of the marketplace, brand strategy, new technologies, trends and manufacturing processes. It demands a strong and well defined innovation culture with well thought out processes and top management support
I have participated in it many times - from the fuzzy front end and creation of innovation strategies, concept and product development to commercialization and rollouts of existing products into new markets. I can help you scope it up, decide what kind of innovation is right for you, discover the white space opportunities, suggest where to find inspiration and how to turn the inspiration into tangible ideas that are commercially viable. Whether you need a simple line extension, brand subrange or breakthrough innovation, we can work together to generate ideas that everybody will talk about.
Kinder Masterbrand – launching the best-selling world’s chocolate in the U.S.
Challenge
- Ferrero’s ambition was to become the 3rd largest manufacturers of sweet package goods in the world, which was only possible if Kinder brand is launched in the United States
- The U.S chocolate market was dominated by Mars and Hershey, two key global competitors
- Consumers were unaware of Kinder and had strong emotional relationship key competitors
- The U.S. retailers didn’t have relationship with Ferrero since the company didn’t have a strong footprint in the U.S
My actions
- Co-created Kinder Joy and Kinder Bueno positioning and communication strategy
- Co-created Kinder Joy and Kinder Bueno Oscar advertising
- Identified and sized up consumer targets
- Projected 3-year sales of Kinder Joy and Kinder Bueno
- Informed sales strategy and creation of sales stories
- Tracked and analyzed in-market performance
BUSINESS RESULTS
V8 vegetable juice – Creating a juicy idea
Challenge
- The business was growing, but the innovation pipeline was empty
- Consumer base for V8 was older and ageing
- V8 master brand had a complex portfolio with V8, V8 VFusion and V8 Splash brands
My actions
I co-led the team to:
- Create, implement and understand consumer and market segmentation
- Identify, describe and size up consumer targets with most potential
- Create the 5 year innovation strategy and innovation platfroms
- Develop a range of new product ideas and quantified their sizes
BUSINESS RESULTS
