challenge

Changing consumer trends and strong competition from made-to-order coffee shops like Starbucks in the grocery isle and at branded stores have left the instant coffee market a fraction of the giant it once was 30 years ago.  Nestle wanted to understand how to optimally manage the Nescafe portfolio and create a platform to identify a handful of potential $100 M new product ideas that could turn their coffee business around.


Solution

HONEYCOMB℠ Behavioral Competitive Structure served as the innovation platform for developing successful new product launches.


Results

Summitry's work was disseminated throughout the entire Marketing function including the Ad Agencies and will serve as  foundation for future new product innovation efforts.