Consumer packaged goods (CPG)

Case Study

Building a Strong Innovation Pipeline

A leading national packaged goods manufacturer

A packaged goods manufacturer sought to double the volume of its business in seven years by building a strong and healthy innovation pipeline. A brainstorming session resulted in over 100 concept ideas across four different platforms, which was narrowed to over 20 innovations for more in-depth evaluation. RSG exposed consumers to an innovation and asked…

Case Study

Product and Pricing Portfolio Optimization

A leading beauty product manufacturer

A beauty product manufacturer sought to expand its product line consisting of entry-level and high-end offerings. The manufacturer wanted to introduce a new product to the portfolio, but the optimal pricing strategy and product characteristics for the new product remained unknown. The manufacturer also expressed interest in expanding their line of replenishables and sought to…

Case Study

Idea Refinement and Prioritization

A leading national packaged goods manufacturer

A packaged goods manufacturer was the brand leader in its category and sought to build a pipeline of new products. The team generated 30 ideas that covered different benefit territories and forms. Each idea was represented by one to two sentence descriptions, with some descriptions even reflecting different articulations of the same initiative. Despite being…

Case Study

Portfolio Pricing, Assortment, and Innovation Optimization

A leading national packaged goods manufacturer

A packaged goods manufacturer owned a portfolio that had grown to 30+ items across four segments. The portfolio was a key growth driver for the manufacturer, with plans to expand the line in the future. However, new competitors were expected to enter the category, and cost of goods had seen recent increases. The manufacturer sought…

Case Study

Product Positioning Optimization

A leading national packaged goods manufacturer

A packaged goods manufacturer was launching a new, premium product and sought to create a consumer-based prioritization of its communication strategy by identifying the top message combinations for its positioning. The manufacturer was constrained by a limited media budget and needed to maximize the ROI of its positioning efforts. RSG presented consumers with two varying…

Case Study

Natural Food Product Line Optimization

A leading national packaged goods manufacturer

RSG’s client, a packaged goods manufacturer, held the leading market share in a rapidly-growing natural food product category. Beyond their broad line of current varieties, they had developed a large “pipeline” of future products to launch over the next year. However, it was not clear what combination of varieties would maximize sales, and whether consumers…

Case Study

Household Cleaner Concept Evaluation

A consumer packaged goods company

A household products manufacturer needed to make a go / no-go decision on a new product. If they decided to move forward with the product launch, they also needed to understand its target consumer and preferences for label design (e.g., scent names, messaging). RSG worked with the client to design and implement a study to…