KitchenTown
Crafting an innovation strategy
Macro-Trends Analysis - Consumer Insights - Competitive Analysis - Innovation Strategy
Challenge
One of KitchenTown’s key clients wanted to create a new line of products with maca as a key ingredient, given the plant's many benefits. However, significant research was needed to define the innovation strategy and product proposition prior to development. The CEO at KitchenTown came to us for help in defining a strategy that would allow their client to follow a streamlined approach to product development.
Approach
After our first meeting with KitchenTown’s client, we conducted a thorough situation assessment that included a review of both macro trends and food trends.
We then analyzed consumer perceptions towards maca and reviewed the key benefits of this ingredient for consumers.
Lastly, we analyzed the different maca products currently in the market, focusing on the brand positioning, personality, messaging, and claims.
Result
The work completed in this initial discovery phase led to the realization that numerous innovation platforms could be pursued and reinforced the need for an additional round of research to validate potential concepts before product development.
