FeedTwitterFlickrFacebook
Channel Strategy for Emerging Markets

Channel Strategy for Emerging Markets


Read more
Identifying New Category and Product Opportunities
New Category and Product


Read more
Feeding the Innovation Funnel

Feeding the Innovation Funnel


Read more
Targeting and Brand Building

Targeting and Brand Building


Read more

Feeding the Innovation Funnel

Feeding the Innovation Funnel

Business Problem/Opportunity
Having enough new ideas in the funnel was seen as fundamental to achieving sustained brand development and growth.

Approach
In partnering the client, we placed strong emphasis upon understanding the portfolio and brand history before formulating the approach for each brand because the innovation needed to tap into the brand core. Process included: at home immersion with regular drinkers, pub crawls with on-trade drinkers; group discussions to understand attitudes to target issues such as health supplements, environmental concern, bromance, the iconic appeal of surfers; and individual interviews with journalists, musicians, surfers. The insights generated formed the basis for the ideation workshop where creative consumers mixed with the stakeholders in a fast-paced super-creative environment which generated upwards of two hundred ideas per session

Result
A wealth of embryo ideas small and large. The short list selected by the team were those consistent with current company capabilities. These ideas were rated quantitatively and the winners moved to NPD while other concepts would fuel the funnel for some time to come. 2009 Summer Bright successful launch and continues to grow 2012

M: +61 412767687
E: JLIB_HTML_CLOAKING

simpleCourse