A national grocery manufacturer who is the category leader in a highly popular product wanted to introduce a new product for an ethnic market. Before making a significant investment, the company wanted to understand the potential of the market and how a multi-regional competitor would react to a bold move into the category. Working with Fuld + Company, the manufacturer was able to size the market, determine the capabilities of the chief competitor and other players, and develop a strategy for introduction of the new product.

1. Food Manufacturer
Sets the Table for a
New Product
CASE STUDY

2. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
Why Choose Fuld?
Working with Fuld + Company, we’ve built more
confidence in our understanding of how our
competitors view the market. And when something
significant happens in the marketplace, we’ll do a
refresh of the project. We look at all of the
intelligence in detail to tease out the implications
and make sure we haven’t missed anything
– and Fuld + Company has really
done a great job of helping us
on all of those fronts.
− Vice President and Director of
Marketing from the company
Client Testimonial

3. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
Boldly Going Where the Company Had
Not Gone Before
A national grocery manufacturer
who is the category leader in a
highly popular product wanted to
introduce a new product for an
ethnic market. Before making a
significant investment, the company
wanted to understand the potential
of the market and how a multi-
regional competitor would react to a
bold move into the category.
Working with Fuld + Company, the
manufacturer was able to size the
market, determine the capabilities
of the chief competitor and other
players, and develop a strategy for
introduction of the new product.
Case Overview

4. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
A Household Name and a Difficult Market
Key Business Challenges
The company is a household name
in the U.S. It earns hundreds of
millions of dollars in revenue from
its leading product, maintains
extensive processing capacity, and
enjoys national distribution. But the
company was acutely aware of the
difficulty of entering an ethnic
market characterized by subtle
regional differences. They were also
aware of the power of competitive
and market intelligence, having
previously worked with Fuld +
Company to analyze competitors of
its leading product and to monitor
that market.

5. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
Looking Before Leaping
Key Business Challenges
Before launching its new product,
the company wanted to:
 Understand the market – its
size and the share they might
win
 Dissect the competitor’s
operations in order to develop
an effective market entry
strategy
 Predict with confidence how
the multi-regional competitor
would react

6. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
Sizing up the Market
and Modeling Competition
The Fuld Approach
To surface the full strategic implications of the challenge the company
faced in entering a new product category and market, our team combined
three of our proven solutions:
 Competitive Intelligence
 Market Intelligence
 War Games

7. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
From Full Intelligence
to a New Choice on the Shelf
Key Business Impact
Market intelligence enabled the company to size
up the market while competitive intelligence
provided an understanding of the manufacturing
and distribution capabilities of the competitor.
The client learned how the competitor’s regions
operate semi-autonomously, compete according
to local demographics, and emphasize growth
over margins. War gaming enabled the client to
understand how the multi-regional competitor,
as well as two other players – an agribusiness
giant and another leading national brand – would
respond to the company’s market entrance. As a
result, the company developed a highly nuanced
strategy for launching its new product and is 12
months into the carefully planned 18-month
rollout.

8. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
From Intelligence to Strategy
The Fuld Review
Much of the client’s great success over many
years resulted from its methodical and
deliberate approach to critical decisions. It
takes the same approach to external
partners – using them sparingly until full trust
has been established. Over the course of
many projects – mapping and monitoring
markets, exploring the competitive
implications of packaging, the supply chain,
and legacy manufacturing investments – we
have moved from providing intelligence to
becoming a trusted partner in exploring
strategic implications and opportunities. And
in our experience, it is that strategic
dimension that delivers the full value of
competitive intelligence.

9. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
Think a similar solution could
work for your organization?
CONTACT US
fuld.com/solutions

10. FOOD MANUFACTURER SETS THE TABLE FOR A NEW PRODUCT WWW.FULD.COM
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About Fuld + Company
WHO WE ARE
Since 1979 Fuld + Company have pioneered competitive
intelligence, and today we work with leading companies
worldwide to deliver the competitive and market insights they
need to make better business decisions. We don’t rest on our
history and past successes. This means working hard to
deliver uncompromising analysis that generates sound advice
and earns us enduring partnerships with our clients.
WHY CHOOSE US
We are driven to expose our clients to insights about their
industry, their competition and a changing market; designed
to help avoid surprises and industry shocks. Through deep
research, penetrating analysis and strategic gaming + advisory
expertise, our team of professionals help you identify and
solve tactical and strategic challenges. We help reduce the
risks associated with business-critical decision making.
COMPETITIVE + MARKET INTELLIGENCE
Competitive + Brand Insights
War Games / Competitive Simulations
Market Analysis, Share + Sizing
Supply Chain Mapping
GO-TO-MARKET STRATEGY
Brand + Product Positioning / Launch Support
Product Portfolio Roadmap
New Market Entry / Segmentation
Value Chain Analysis
Life Cycle Management
Win / Loss Bid Support
CORPORATE STRATEGIC PLANNING
Early Warning + Scenario Planning
Sales Force Effectiveness
Merger/Acquisition + Licensing
Innovation Strategy
Business Model / Industry Convergence