Due to a stale R&D pipeline and a lack of marketing support for new product launches, there was an internal desire to identify a "breakthrough" product that disrupted the category. The new CEO, Jim Kilts, was committed to this end goal.
EUREKA II® New Product Optimization software, determined that Venus® was 3 times "par-share" effectiveness compared to other competitors and the forecasted revenue in year 2 was ~$200 million (which was later validated to be 98% accurate). This revenue projection was contingent upon spending the appropriate levels of marketing/ advertising dollars as recommended by our software and reacting to competitor responses as mapped out by our built-in gaming simulator.
Management was excited about the market potential of Venus and supported it's introduction with heavy marketing spending based on our recommended marketing mix levels. Venus® success was instrumental in the turnaround for Gillette, leading to its sale to P&G for $57 billion.