A large beverage company was preparing to launch a new product in Europe that would threaten the market share of Proactive's client. Proactive conducted research on the competitor's product technology, manufacturing, and strategy. They held updates to discuss commercialization options and timelines for the new product launch. Proactive implemented a competitive alerts program to track indicators of the competitor's moves. They delivered actionable strategies to help the client prepare responses and launch countermeasures before the competitor entered key markets. The client was able to mobilize response plans, prepare messaging, and launch promotions to slow the competitor's penetration and protect their market share.

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© 2015 Proactive Worldwide, Inc.
Innovation Signatures – Case Study
CONFIDENTIAL

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© 2015 Proactive Worldwide, Inc. CONFIDENTIAL | 2
Proactive Worldwide
New Product Launch Strategy Assessment
Case Study
 A large, global beverage company was expected to launch a market
demand altering new beverage product (with innovative packaging)
in Europe
 In the previous year the product gained significant share in North
America.
 A rapid rollout of the new product in Europe, Latin America and Asia
would present a major competitive market share threat to
Proactive’s client in virtually all of their key markets.
 Our client needed to develop an understanding of the scenarios for
where and when the new product be launched, to align project,
R&D, commercial teams and leadership with that understanding,
design proactive response plans and identify clear indicators of
each scenario becoming reality.
 Conducted secondary and primary research inside and outside the
client organization to gain maximum insight on product technology,
manufacturing processes, and operational strategy of target
company.
 Held frequent updates to facilitate debate on the competitor’s
strategic options and business case, commercialization options,
history, ability to execute and most likely plan.
 Implemented an innovation signatures competitive alerts program to
track the leading indicators that would portend the competitor’s
moves and escalated evidence of how and where the competitor
was making their moves.
 Delivered actionable key areas of focus that the client immediately
turned into strategic initiatives as part of their overall response plan.
 Client Value:
 The client was able to move very quickly to mobilize their response strategies and plans due to the alignment around the key scenarios, issues,
opportunities, threats and strengths that were discussed, debated and clarified in ongoing update meetings.
 The insights and scenarios debated enabled the client to prepare messaging, promotions and trade actions well in advance of evidence appearing
of the competitor’s move. It also served as a baseline against which to compare and contrast the competitor’s actual moves with what was
predicted.
 The client was able to launch promotions (trade, retail) and products that were timed to hit the market in advance of the competitor’s new product
offering and was able to slow their penetration rate while they test launched a comparable new product innovation for global launch.
Client challenge How we helped
Business Value Delivered
Project overview: Proactive was engaged to identify the innovation and product rollout “signatures” of a competitor’s new
product and deliver a pro-forma commercialization strategy for Europe.

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© 2015 Proactive Worldwide, Inc. CONFIDENTIAL | 3
Proactive Worldwide
New Product Launch Strategy Assessment
Case Study, continued
Project overview: Proactive was engaged to identify the innovation and product rollout “signatures” of a competitor’s
new product and deliver a pro-forma commercialization strategy for Europe.
ILLUSTRATIVE WORKSHOP SLIDE

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© 2015 Proactive Worldwide, Inc. CONFIDENTIAL | 4
Proactive Worldwide
New Product Launch Strategy Assessment
Case Study, continued
Project overview: Proactive was engaged to identify the innovation and product rollout “signatures” of a competitor’s
new product and deliver a pro-forma commercialization strategy for Europe.
ILLUSTRATIVE REPORT SLIDE

5. logo
© 2015 Proactive Worldwide, Inc. CONFIDENTIAL | 5
Proactive Worldwide
New Product Launch Strategy Assessment
Case Study, continued
Project overview: Proactive was engaged to identify the innovation and product rollout “signatures” of a competitor’s
new product and deliver a pro-forma commercialization strategy for Europe.
ILLUSTRATIVE REPORT SLIDE