Skip to content
Our Services
Back to Case Studies

Case Study
The value-added portfolio of a CPG company grows by 4.5X with the help of a first-in-category innovation

A category market leader in the CPG industry sought to develop a consumer insight that could drive innovation for their portfolio of value-added products.

NorthSide was engaged to identify a consumer insight and execute the idea commercially to facilitate the scaling of their innovation.

NorthSide Approach

  1. Identified a consumer life insight that was relevant to consumers.
  2. Conceptualized an idea based on the insight and tested it with consumers to assess its potential to break through clutter and drive persuasion.
  3. Positioned the product using the insight to encourage daily consumption within the target audience.
  4. Scripted & successfully produced a campaign for national execution.

Results

  1. NorthSide identified a consumer insight and used it to develop and execute a 360-degree campaign that cut through the clutter and drove persuasion for the innovation.
  2. As a result of the innovation, the value-added portfolio grew by 4.5x.
    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.

    Stay updated with industry insights
    and our case studies.

    You can unsubscribe at any time. Read NorthSide's Privacy Policy.