1. Strategic Marketing and Research Consultants (SMRC)
New Product Innovation System
Concept Ideation, Development, Assessment, Refinement
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Mario M. Smith
Principal Consultant, Innovation & Insights
January 2017

2. SMRC’s New Product Innovation System
Most companies are embracing business innovation and brand renovation as strategic growth pillars.
The objective is development of a pipeline of superior products and services that exceed customer
expectations and establish competitive differentiation.
To increase confidence and mitigate risk in those new product development decisions a consumer-
centric, integrated new product innovation system (NPIS) is indicated. NPIS consists of two modules:
-Module 1: Opportunity Identification, Creative Ideation & Concept Development
-Module 2: Quantitative Concept Screening & Product Portfolio Optimization
SMRC’s NPIS is competitively-priced, with the Concept Screening module discounted 50% vs. major
competitors, with agile research turnaround of 10 days.
SMRC’s Mr. Smith has proved the effectiveness of this system at SC Johnson, developing 9 new products
generating $500MM, at Wendy’s developing 23 new products generating $300MM, and at Advance
Transformer generating $65MM over their strategic plan periods.
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3. SMRC’s New Product Innovation System
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SMRC collaborates
with clients on
opportunity analysis
to establish strategic
dig-sites
200 to 300
consumers
evaluate each
concept on-line,
measuring the
consumer
appeal of each
new product
concept
SMRC tabulates
& analyzes
data, then culls
& prioritizes
concept results
SMRC further
collaborates to
optimize product
development and
commercialization
Ideation
platforms
constructed for
each customer
segment
Creative
Ideation
sessions
conducted to
develop
concepts

4. Mario M. Smith’s Innovation & Insights
Professional Experience
 Classically-trained in Marketing, Innovation, Strategy, Consumer Insights, & NPD
 Global Fortune 500 experience across CPG, QSR, Food & Beverage, Pharma and B2B industries
 Innovation expertise in Stage Gate, Design Thinking, Lean Enterprise & Customer Experience
 Consumer Insights SME on qualitative emotionality measurement and quantitative analytics
 Matrix Team Leadership experience within Best-in-Class Global Organizations
Director, Breakthrough Innovation Kraft Foods
Director, Core Business Innovation Wendy’s International
Sr. Research Mgr, Stretch Innovation S.C. Johnson
Manager, Business Planning Navistar
Brand Manager & Market Research Mgr Mead Johnson
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