The hot "buzz" in the research industry is innovation. Companies are vying for marketplace/ consumer intelligence that will yield them the next breakthrough idea. IRI's New Product Pacesetters Report identifies that approximately all new products launched in 2016 attained ONLY $11.6 Million (median yr 1 sales) for Food & Beverage brands and $17.6 Million for Non-Food brands. That is SIGNIFICANTLY LESS than the $100 million critical benchmark for measuring the success of new products.
The landscape for growth strategy exploration is analogous to a Chessboard that is filled with White Spaces and Black Holes.
Every marketer is constantly faced with the challenge of finding the right growth strategies for his/her product portfolio, in the ever-more complex environment. Information is abundant, yet often conflicting. While in search for the White Space for growth, often you fall in a Black Hole.
Have you ever heard of Burger Chef? If you are under the age of 40, then probably not. Burger Chef was considered to be one of the most innovative fast-food restaurant chains that challenged McDonald's back in the 1960's. What caused Burger Chef's demise?
Product portfolio optimization is a strategic blueprint that is consumer-driven with practical applications and reflects marketplace realities. It is driven by high-powered analytics similar to what you find in the financial sector, yet we overlay the strategic thought-leadership of management consultants - at a significant lower cost mind you!