Food Manufacturer Sets the Table for a New Product

Food Manufacturer Sets the Table for a New Product

CASE STUDY

FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM

Why Choose Fuld?

Working with Fuld + Company, we’ve built more confidence in our understanding of how our competitors view the market. And when something significant happens in the marketplace, we’ll do a refresh of the project. We look at all of the intelligence in detail to tease out the implications and make sure we haven’t missed anything – and Fuld + Company has really done a great job of helping us on all of those fronts.

− Vice President and Director of Marketing from the company

Client Testimonial

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Boldly Going Where the Company Had Not Gone Before

A national grocery manufacturer who is the category leader in a highly popular product wanted to introduce a new product for an ethnic market. Before making a significant investment, the company wanted to understand the potential of the market and how a multi-regional competitor would react to a bold move into the category. Working with Fuld + Company, the manufacturer was able to size the market, determine the capabilities of the chief competitor and other players, and develop a strategy for introduction of the new product.

Case Overview



A Household Name and a Difficult Market Key Business Challenges

The company is a household name in the U.S. It earns hundreds of millions of dollars in revenue from its leading product, maintains extensive processing capacity, and enjoys national distribution. But the company was acutely aware of the difficulty of entering an ethnic market characterized by subtle regional differences. They were also aware of the power of competitive and market intelligence, having previously worked with Fuld + Company to analyze competitors of its leading product and to monitor that market.



Looking Before Leaping Key Business Challenges

Before launching its new product, the company wanted to:

Understand the market – its size and the share they might win

Dissect the competitor’s operations in order to develop an effective market entry strategy

Predict with confidence how the multi-regional competitor would react



Sizing up the Market and Modeling Competition

The Fuld Approach

To surface the full strategic implications of the challenge the company faced in entering a new product category and market, our team combined three of our proven solutions:

Competitive Intelligence

Market Intelligence

War Games



From Full Intelligence to a New Choice on the Shelf

Key Business Impact

Market intelligence enabled the company to size up the market while competitive intelligence provided an understanding of the manufacturing and distribution capabilities of the competitor. The client learned how the competitor’s regions operate semi-autonomously, compete according to local demographics, and emphasize growth over margins. War gaming enabled the client to understand how the multi-regional competitor, as well as two other players – an agribusiness giant and another leading national brand – would respond to the company’s market entrance. As a result, the company developed a highly nuanced strategy for launching its new product and is 12 months into the carefully planned 18-month rollout.



From Intelligence to Strategy The Fuld Review

Much of the client’s great success over many years resulted from its methodical and deliberate approach to critical decisions. It takes the same approach to external partners – using them sparingly until full trust has been established. Over the course of many projects – mapping and monitoring markets, exploring the competitive implications of packaging, the supply chain, and legacy manufacturing investments – we have moved from providing intelligence to becoming a trusted partner in exploring strategic implications and opportunities. And in our experience, it is that strategic dimension that delivers the full value of competitive intelligence.



Think a similar solution could work for your organization?

CONTACT US fuld.com/solutions


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About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

WHY CHOOSE US

We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

COMPETITIVE + MARKET INTELLIGENCE

Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

Supply Chain Mapping

GO-TO-MARKET STRATEGY

Brand + Product Positioning / Launch Support

Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

Win / Loss Bid Support

CORPORATE STRATEGIC PLANNING

Early Warning + Scenario Planning

Sales Force Effectiveness

Merger/Acquisition + Licensing

Innovation Strategy

Business Model / Industry Convergence



http://www.fuld.com/services/




Food Manufacturer Sets the Table for a New Product

Business

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