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Innovation Signatures – Case Study

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Proactive Worldwide New Product Launch Strategy Assessment

Case Study

A large, global beverage company was expected to launch a market demand altering new beverage product (with innovative packaging) in Europe

In the previous year the product gained significant share in North America.

A rapid rollout of the new product in Europe, Latin America and Asia would present a major competitive market share threat to Proactive’s client in virtually all of their key markets.

Our client needed to develop an understanding of the scenarios for where and when the new product be launched, to align project, R&D, commercial teams and leadership with that understanding, design proactive response plans and identify clear indicators of each scenario becoming reality.

Conducted secondary and primary research inside and outside the client organization to gain maximum insight on product technology, manufacturing processes, and operational strategy of target company.

Held frequent updates to facilitate debate on the competitor’s strategic options and business case, commercialization options, history, ability to execute and most likely plan.

Implemented an innovation signatures competitive alerts program to track the leading indicators that would portend the competitor’s moves and escalated evidence of how and where the competitor was making their moves.

Delivered actionable key areas of focus that the client immediately turned into strategic initiatives as part of their overall response plan.

Client Value: The client was able to move very quickly to mobilize their response strategies and plans due to the alignment around the key scenarios, issues,

opportunities, threats and strengths that were discussed, debated and clarified in ongoing update meetings. The insights and scenarios debated enabled the client to prepare messaging, promotions and trade actions well in advance of evidence appearing

of the competitor’s move. It also served as a baseline against which to compare and contrast the competitor’s actual moves with what was predicted.

The client was able to launch promotions (trade, retail) and products that were timed to hit the market in advance of the competitor’s new product offering and was able to slow their penetration rate while they test launched a comparable new product innovation for global launch.

Client challenge How we helped

Business Value Delivered

Project overview: Proactive was engaged to identify the innovation and product rollout “signatures” of a competitor’s new product and deliver a pro-forma commercialization strategy for Europe.

logo© 2015 Proactive Worldwide, Inc. CONFIDENTIAL | 3

Proactive Worldwide New Product Launch Strategy Assessment

Case Study, continuedProject overview: Proactive was engaged to identify the innovation and product rollout “signatures” of a competitor’s new product and deliver a pro-forma commercialization strategy for Europe.

ILLUSTRATIVE WORKSHOP SLIDE

logo© 2015 Proactive Worldwide, Inc. CONFIDENTIAL | 4

Proactive Worldwide New Product Launch Strategy Assessment

Case Study, continuedProject overview: Proactive was engaged to identify the innovation and product rollout “signatures” of a competitor’s new product and deliver a pro-forma commercialization strategy for Europe.

ILLUSTRATIVE REPORT SLIDE

logo© 2015 Proactive Worldwide, Inc. CONFIDENTIAL | 5

Proactive Worldwide New Product Launch Strategy Assessment

Case Study, continuedProject overview: Proactive was engaged to identify the innovation and product rollout “signatures” of a competitor’s new product and deliver a pro-forma commercialization strategy for Europe.

ILLUSTRATIVE REPORT SLIDE