Disruptive ideas grow market share
How can an iconic consumer brand reinvigorate growth?
The Stem was retained by an iconic consumer health brand with over 95 years of history to identify innovative sources of growth. While the Brand had seen success through recent line-extensions, it was slowly losing share of its base business largely due to private label growth and flat category growth.
To meet the challenge, we imagined how the Brand could leverage it’s near universal awareness and strong equity to enter entirely new lines of business. After studying the brand’s historical research, conducting a future trend analysis, and benchmarking brands in analogous situations, we identified eight innovative growth themes building on different dimensions of the Brand’s footprint.
From there we prioritized two themes and fully developed four product concepts for consideration, including target definition, value proposition, features, go-to-market elements and visual inspiration. These concepts, envision how the disruptive trends of wearable sensors and mass customization could create profitable market opportunities in line with the Brand’s equity.
- Innovation strategy
- Multi-channel strategy
- Strategic partnering