From Vision to Market Success
Today’s FMCG marketplace is hungry for innovation. Speed is essential - but rushing to launch without clear insight & customer alignment can backfire. Cutting corners to meet tight timelines often results in compromises, lower sales velocity, and the risk of delisting.
A focused, strategic approach to innovation drives clarity and can build confidence to move faster.
Here are 6 ideas to help you build a solid foundation and achieve execution excellence in your innovation journey.
Set the Right Goals
Successful innovation starts with clear, strategic goals rooted in consumer and market insights. Without this clarity, resources can be wasted and opportunities missed.
• Analyze the market landscape: Identify what drives scale in your category. Which suppliers are winning, and what launches have added the most value to the category?
• Differentiate innovation types: Evaluate what has worked in your, and adjacent categories. For example, how much value is created by flavor or packaging updates versus entirely new concepts? What is the right mix of low-risk "bankers" versus higher-risk "big bets"?
• Define actionable goals: Ensure your goals are measurable and focused on adding value to the category. These include commercial targets (e.g. revenue growth) and strategic priorities (e.g. capturing a new segment).
Setting the right goals supports effective resource allocation and guides pipeline development from the beginning.
Build Strategic Alignment with clear Innovation Platforms
Define Winning Attributes - Details matter
Leverage Organisational Strengths & Build Capabilities
Engage Retailers … Early
Master Execution with Detailed Planning
Shape the Future, don't be Shaped by It
Strategic clarity supports Speed to Market of innovation.
By setting clear goals, aligning on strategy, and engaging the right partners, you can accelerate your journey from concept to launch.
Balancing low-risk "bankers" with bold, high-reward ideas helps you identify what can be fast-tracked and what needs more development time.
Why Real World Marketing?
Our experienced consultants and trainers are former FMCG leaders who have guided some of the brightest minds in our field. With deep-rooted expertise in the consumer goods industry, we are well-placed to support you and your teams as trusted coaches and mentors, with help tailored to your unique requirements.
If you need assistance with how to better integrate or execute Innovation in your business, please reach out to one of the team at Real World Marketing.
We’re here to help you navigate complexity and achieve your business goals.