A leading US brand asked us for help in defining a launch plan of range extensions to fill a future gap in revenue. The challenge was to identify innovations that could both be produced within the existing constraints to production capacity, and also genuinely broaden the brand’s appeal beyond existing customers.
After initial stages of explorative research, idea generation and concept evaluation to identify the most promising consumer-relevant opportunities (which we also led), we facilitated a pipeline creation and alignment stage with a cross functional team. By creating concept assessment tools, functional experts were able to evaluate the impact of each idea on sourcing, production, revenue and profitability, allowing the client to prioritise concepts for development.
After we developed a pipeline strategy story document which our client called an ‘extraordinary piece of work of which to be proud’, senior stakeholders signed off the pipeline. The first round of projects were initiated and business cases developed to gain the necessary long-term investment.
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