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Channel Strategy for Emerging Markets

Channel Strategy for Emerging Markets


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Identifying New Category and Product Opportunities
New Category and Product


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Feeding the Innovation Funnel

Feeding the Innovation Funnel


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Targeting and Brand Building

Targeting and Brand Building


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Identifying New Category and Product Opportunities

Identifying New Category and Product Opportunities

Business Problem/Opportunity
A beverage company saw the ‘health and wellbeing’ trend resulting in considerable global innovation and wanted to develop an offer in the ‘natural’ territory

Approach
An initial trawl of international products and trends was followed by semiotic investigation of cross-category cues.  This helped develop stimulus to test the resonance of various ‘natural’ propositions. A qualitative exploration of the target groups’; lifestyle needs, relevant occasions and key motivations contextualised their response to the various aspects of natural and identified gaps and opportunities for innovation.

Result
A set of insights anchored in the various target groups’ relationship to ‘natural’ formed the basis of the platforms from which ideation could commence.

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