Title

Creating the Innovation Pipeline

Client Description

European Category Leading CPG firm covering 35 countries.

Background

The innovation pipeline of this client was insufficient in enabling corporate growth goals. Ineffective management of the balance between unique country needs and corporate synergies drove high complexity and costs. Country commitments and delivery on new launches consistently fell below hurdle rates. Minimal consumer insights were available to identify white space opportunities and innovations were single generational, causing significant start-up on each new project.

Objectives

To enable significant expansion in the breadth and quality of the innovation pipeline, enabling multi-phased innovations with broad appeal and stronger results.

TPG Approach

TPG led the client in designing an end to end innovation process targeted on identifying differentiating consumer opportunities that lead to expandable platforms. Our work also focused on improving launch success through enhanced target setting and earlier commitments from country teams. Our outputs included:

• Innovation Strategic Planning
• Platform Development
• Concept Expansion & Development
• Pipeline Management
• Commercialization
• Post Launch Review

Impact/Results

• Longer term insight / research planning and upgraded white space identification and concept testing capabilities.

• New organization focused on identifying and building big ideas and multi-phased platforms.
• Innovation strategic planning with sufficiency checks.
• Better alignment with global business units for rapid search and reapply.

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Title

Pipeline of Innovative Snacks To Attract New Users

Client Description

Major global food company.

Background

• The brand’s innovation efforts were largely ‘one-off’ incremental line extensions that cannibalized existing products and did not grow the business or the category.

• At the same time, competition had stepped up their efforts and had recently launched several successful new items.
• As a result, our client’s sales, brand image and experience ratings were declining rapidly.

Objectives

• To create radically different new products designed to target a new adult user.

• To generate a pipeline of breakthrough new products that engage the consumer’s senses and significantly enhance the use experience.

TPG Approach

• A comprehensive assessment of ‘new’ target consumer profile, need states, unfulfilled needs, existing brand equity etc.

• Focused online ideation utilizing ‘innovation gurus’ to develop breakthrough ideas with specific benefits/attributes.
• Multi-sensory insight and idea development sessions to create a pipeline of the highest potential new product ideas.

Impact/Results

• Created a robust pipeline of over 580 ideas grouped by 5 Experience-Based Platforms.

• Developed a 3-5 year launch plan with phased roll-out of new items.
• Qualitatively and quantitatively test and validate the top 10 Concepts for Year 1 launch.
• Successfully launched 3 new products – consumer metrics and in-market results exceeded nearly every target.

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Title

Designed For Accelerated Innovation

Client Description

Large, category leading U.S.CPG company within a global, multi-business unit corporation.

Background

While this client had achieved success in short to mid term innovations and renovations, they realized that significant improvements in current capabilities would be required to achieve their long term vision.

Objectives

• To create a CPG industry leading innovation capability. Key areas to address in the design included:

• Enhanced linkages with and utilization of the global R&D function.

• Improved resource allocation and prioritization.
• Upgraded idea sourcing and concept development capabilities.
• Fuller and longer term innovation pipeline.

TPG Approach

Based upon industry leading innovation experience and utilizing our proprietary assessment, design and implementation model, TPG designed and installed a best practice, multi-functional innovation / renovation capability. Our outputs included:

• Design and implementation of a multi-functional long term, innovation team.

• Clarification of brand innovation / renovation roles and responsibilities.
• Development of internal and external idea sourcing processes to broaden capture of potential concepts.
• Creation of a cross-portfolio prioritization, resource allocation and decision making approach to improve ROI and speed to market.
• Installation of a best in class Project Management capability.

Impact/Results

• Significant improvements in R&D utilization.

• Idea sourcing programs leading to significant increase in usable concepts.
• Improved role clarity and project management enabling faster speed to market.

• Expansion of Innovation / Renovation pipeline to 5+ years out.

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