CMI Case Studies

Case Study - Brand Revitalization

Brand Revitalization

A major OTC manufacturer had a 50-year-old brand that has been in decline for some time, and had identified a potential new product category that offered growth opportunities for the brand. Could an old brand launch a new product extension, with a strong positioning that is differentiated and sustainable?
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Case Study - Product Development

Product Development

The leading maker of single-cup coffee brewers was growing fast, but needed a pipeline of new products to maintain the pace. Could the company keep up with the current growth without the time or expertise to make innovation a focus?
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Case Study - Commercial Innovation

Commercial Innovation

Tags: Healthcare
A leading women’s healthcare company was seeking to drive awareness of its product, a one-time surgical procedure for women suffering from heavy menstrual bleeding. The condition impacts 20% of women, but only 7% of the target was aware of the brand. How could the company help women get their lives back by increasing their awareness beyond the doctor’s office?
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Case Study - Landscape Assessment

Landscape Assessment

Tags: Safety Products
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 boosting sales and profit?
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