Case Study - Landscape Assessment
Problem:
A global manufacturer of leisure and children’s furniture and safety products had a strong market share position but was locked into slow-growth categories. Could a new category adjacency be the answer to reaching a new peak in sales and profit? If so, the company also needed to know how to win in the new categories.
The CMI Solution:
The CMI team comprehensively assessed an unexplored market containing several segments. We:
- Used our expertise in business analytics to identify the size of the potential markets’ segments
- Uncovered the segments’ unmet needs, uncluttered positions and critical success factors, including how to win in retail channels
- Prioritized the segments based on the combination of market attractiveness and fit with the current organizational strengths and brands
- Used our expertise in consumer science to assess the existing brands’ fit and permission to win in potential segments by developing and testing original product concepts
- Evaluated different ways to enter the market, assessing and quantifying both green field and target acquisition strategies, and recommended a targeted strategy to meet the organization’s financial goals
Results:
We armed our client with a fact-based plan for entering a new adjacency and generating profitable growth for their organization: category segment priorities, winning new product concepts with proven brand permission-to-win, and guiding principles to succeed in the new categories.
Services we provided for this engagement:
- Situation analysis
- Shelf audits
- Expert interviews with industry insiders
- Market size and forecasting
- Identification of consumer unmet needs
- Brand positioning mapping
- New product concept generation
- Qualitative market research
- Identification of critical success factors
- Market entry strategy
