RACHEL RAY NUTRISH
POSITIONING & INNOVATION
THE ASK
Challenged with aggressive growth targets, Ainsworth enlisted GrowthWorks to help develop and outline a robust innovation strategy that considered new brand positionings and sharpened portfolio roles for broader product / brand line-up.
THE APPROACH
GrowthWorks outlined an innovation roadmap following our Catapult™ framework:
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CAPTURE: Uncovered strategic focus areas & identified growth opportunity spaces through qualitative research and market analysis
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CONNECT: Developed innovation platforms and conducted ideation to generate new product ideas / concepts
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CO-CREATE: Developed concept launch strategy by defining the brand positioning, packaging and product direction and advertising campaign for winning concepts through iterative, moderated groups for rapid feedback and prioritization
THE WIN
Five major new product line successes plus sharpened positioning and advertising that led to major sales growth, leading to the 2018 company sale for $1.9 billion.
MOST RECENT WIN
Our agile innovation process resulted in developing a concept that was launched and won the 2020 Product of the Year* in Dog Care.
CONCEPT TESTED IN FOCUS GROUPS
*Note: Product of the Year is the largest consumer-voted award for product innovation, with winners backed by the votes of 40,000 consumers in a national representative study conducted by Kantar, a global leader in consumer research.