Developing sauce brand platform 🥫
New product development
A global foods company has successfully established itself in the hot sauce category in Indonesia. Its next ambition is to create a whole new line of traditional cooking sauces and seasonings.
Brief
- Understand how the audience experiences traditional cooking sauces and seasonings
- Identify unmet needs within the category
- Develop an overarching brand strategy for the platform and its sub-brands
- Provide product development guidelines
Approach
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Desk research
Identified how consumers perceive the category & existing products - Opportunity mapping
Uncovered white spaces for the new product & brand - Sacrifical concepts
Wrote draft narratives for proposed products - FGD
Evaluated the appeal of proposed concepts with the target audience
Outcome
- Opportunity spaces for new product development based on category need-gaps
- Narrative on the audience’s emotional needs and its cultural underpinnings for brand creative platform
- Workshop to co-develop brand strategy for the platform and sub-brands with the client’s marketing team
- Workshop to co-develop product guidelines with the client’s R&D team