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Do you know where to launch your latest innovation?

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Market analysis defines readiness for product packaging innovation

The Business Challenge 

A major home products manufacturer realized that its customers and retailers were demanding more easy-to-use products that were more environmentally friendly, used less packaging, and had a smaller shelf footprint.

The client developed a packaging breakthrough using mini packs to create a logistical win/win/win for the manufacturer, the retailer, and the consumer.

But was the market truly ready for such a quantum shift? To help ensure success, the client wanted to disrupt markets where it competed and strengthen the brand's global position.

The Solution

The client requested Fractal Analytics' expertise to identify the best countries across four continents to launch this product. We partnered with our client to develop a three-pronged solution framework that focused on market readiness, consumer readiness and the brand' s competitive positioning for each country, as well as how well each market was progressing.

Our consultants also recommended a combination of various data strategies to increase penetration, drive consumption and improve leadership positioning by using the following:

  • Macro-economic data
  • Syndicated data
  • Household panel data
  • Demographic data
  • Brand equity data
  • Industry reports
  • Secondary research

"Fractal understood the complexity of this initiative in multiple markets around the world," said Pranay Agrawal, co-founder and EVP Global Consulting and Account Management at Fractal, "for a product that no one had ever seen before. Our analytics and business insights provided the results our client needed to successfully introduce a new paradigm in packaging to consumers.

The Results

Fractal collected and compiled data from various sources ––while considering the size of the overall market and potential sales in each country –– to create a visual scorecard of results. The client received rankings for seven prospective countries for the new mini packs concept.

Because of their countries' highest market readiness scores, the client introduced this innovation into the U.S. and two European markets, while several other European, Asian and Latin American markets were deemed not as favorable for the initial introduction.