Case Studies
Case Study: Positioning
Leading Adult Skin Care Line – Growth Platforms and Positioning
OBJECTIVE:
Develop positioning for new sub-line of adult skin care products; develop accompanying growth platforms for generation 2 & 3, and next 3 year product pipeline; develop names and potential claims for product ideas.
RESULTS:
- Marketplace Overview and Trend Exploratory
- R&D Deep Dive and Claims Review
- Positioning approaches for existing technology
- Lightning Strike® brainstorm with 5 positioning approaches for short-term new technology
- Lightning Strike® brainstorm to deliver 20 new long-term product ideas
- Top two product ideas in market today
Case Study: CRM and Online Strategy
Leading Hip Replacement CRM Program
OBJECTIVE:
Brainstorm and develop breakthrough customer relationship and compliance strategies for world’s leading joint replacement company (programs for both patients/prospective patients and surgeons).
RESULTS:
- Comprehensive competitive SWOT and situation analysis
- Brainstormed new and compelling programs
- Recommended programs and implementation plan
- Prepared budget and strategic/creative briefs for programs
- Recommended evaluation criteria and test plan
- Worked with partner agencies to kick off development of programs
Case Study: New Product Pipeline
Leading Seasonings & Gravy Brands – Growth Platforms and Products
OBJECTIVE:
Develop growth platforms and product ideas for convenience-oriented family chefs.
RESULTS:
- Marketplace Overview and Trend Exploratory
- Qualitative groups to generate platforms
- Facilitated successful Lightning Strike® brainstorm generating multiple product ideas in gravy, sauces, spice, and dry mix categories
- Concept copy and artwork direction for quantitative testing
Case Study: OTC Switch
Allergy remedy – OTC Switch Coordination
OBJECTIVE:
Assist with key initiatives required to build successful retail and consumer interest in product.
RESULTS:
- 5 major breakthrough retail approaches – 2 executed
- Consumer insight hypotheses and brainstorming for copy strategy
- Generation 2 Packaging initiatives
Case Study: Positioning, Product Name & Branding
New to the World Kitchen Appliance – Brand and Product Name, Positioning
OBJECTIVE:
Develop consumer and trade positioning, brand, and product concept for new-to-the-world kitchen appliance.
RESULTS:
- Developed market research plan and budget
- Managed RFP process for research supplier and coordinated qualitative and quantitative research
- Developed positioning platforms and product concepts for testing
- Uncovered winning consumer product concept and product name
- Managed development of retail positioning and selling story and sold in to trade
- Managed development of consumer/user interface and initial consumer communications
- Developed formal business plan with 5 year P&Ls and assisted in capital raise
- Developed beta test and roll-out plan
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