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Case Study
Incubated a new category from idea to launch for a mid-sized FMCG company

A mid-sized FMCG company wanted to leverage its core brand equity to enter new categories and diversify its portfolio. With a limited but focused distribution network, the company needed to identify categories that aligned with its existing channels,
complemented its brand image, and offered long-term profitability and scalability.

NorthSide was engaged to appraise, select, and incubate high-potential category opportunities, guiding the brand’s strategic growth.

NorthSide Approach

  1. Identified a new category with significant potential for the brand.
  2. Analyzed 22,000 consumer transactions using cloud-based software to size and segment the category.
  3. Segmented the category based on various criteria, including source, benefits, price, and usage occasions.
  4. Identified key physical attributes that consumers use to assess quality and source.
  5. Developed a product concept that leveraged the brand’s equity to meet consumer needs.
  6. Helped design the 7Ps framework for the product launch.
  7. Successfully took the product to a commercial launch.

Key Insight

Consumers are seeking proof points but are willing to pay a premium for high-quality products that ride on the core equity of the brand

Results

  1. Identified and validated a new category where the company could enter and gain a competitive advantage.
  2. Developed the opportunity by segment sizing, pricing, and validating the right to succeed through consumer research.
  3. Assisted the client in designing the 7Ps for the launch, including developing the packaging, communication, and go-to-market strategy.
  4. Took the project from concept to launch within 6 months.
  5. Within 3 months of launch, the product was rated 4.5 stars out of 5, the highest in its category.
More Case Studies
Venture Incubation

FMCG major incubates new snack brand that achieves 18X revenue growth

A traditional B2C food and beverage brand in India partnered with an international snacking company to introduce an exotic snack brand, to the Indian market. NorthSide was brought in to lead the venture incubation process, from crafting a strategic market growth and execution plan to positioning and growing the venture in a competitive market. Key areas of focus included establishing a strong brand identity, defining a clear target audience, and managing execution to create an impactful digital and social media presence. NorthSide Approach Developed a full-fledged strategy covering developing the right product sensory appeal using sensory testing, brand positioning, and a go-to-market plan. Conducted in-depth research to identify the target audience and crafted a compelling brand proposition that highlighted the product as an exotic, premium snack option. Identified a key consumption occasion to focus on Positioned the product in a way that broke through clutter and drove persuasion to encourage consumption within the target audience Helped create a packaging that highlighted the key physical attributes of the brand and established its brand equity Helped build the e-commerce and quick-commerce distribution Developed creative assets, including static and short-form video ads, to capture attention and communicate the brand’s exotic appeal. These creatives were tailored to engage the audience across digital touchpoints and to drive traffic to sales channels. Key Insight Focusing on a consumption occasion can help position a snack option and tailor brand messaging in a competitive FMCG market. Results 18x growth in revenue achieved within 10 months of launch 15X growth in volume units sold achieved No. 1 bestseller in key marketplaces in the category

Venture Incubation

FMCG major incubates a new brand that achieves a growth of 80% month-on-month

An FMCG major looking to extend their business into new categories engaged NorthSide to incubate a new brand and execute it in the market till it achieves a product-market fit. NorthSide Approach Mapped the opportunity spaces in the market Used proprietary research techniques that combined the occasion opportunity with the sensory appeal and product attributes that are required in the occasion. Identified a discerning consumer segment and specific occasions as the target segment & occasion Used product sensory tests to develop a differentiated formulation that meets the consumer's need Maximized the product's right-to-succeed and determined the price premium. Developed a positioning concept and tagline for the product, in line with the target segment and key occasion insight. Helped redesign the packaging and pack construct to suit the targeted occasion. Developed the creative assets required for launch across consumer touchpoints that included offline and online retail channels. Launched the product in the market. End-end execution of the marketing programs on key e-commerce, quick commerce and select offline channels done by the NorthSide in-house team Key Insight Discerning consumers look for products for specific consumption occasions but most products available are not designed keeping specific occasions in mind. There was an opportunity to find a sizeable occasion and design the products for that. Results Identified a large consumption occasion to target. Developed a positioning, key visual, and tagline. End-to-end opportunity mapping to market execution done within 9 months. Ensured uniform execution across all consumer touchpoints with an integrated marketing approach. Month-on-month revenue growth increased and reached 80% within 3 months of launch.

We are NorthSide. A strategy and execution company, that helps companies, incubate ventures and scale up brands by integrating market intelligence, insight generation, market segmentation, brand proposition development, creative services, e-commerce and quick commerce scale-up, all under one roof.

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