How to Make a New Product Unique
Posted: August 13, 2013
Alex Kandybin is a Booz & Company partner, based in New York, specializing in innovation in the consumer products and health care industries. Adam Michaels is the head of North American integrated business planning at Mondelez International, based in East Hanover, N.J. Previously, he was a principal at Booz & Company. Also contributing to this entry were Booz & Company senior executive advisors Shaun Holliday and Marc Robinson.
In a previous blog post, we explained why sustainable consumer product introductions are rare. We said two factors help a company stand out from the competition when introducing a new offering:
1. Unique product attributes (difficult for rivals to copy), in technology, packaging, customer experience, or design
2. Differentiated capabilities that create coherence in your company—an alignment between your business strategy and your portfolio of products
How can this inherently tricky blend be achieved? Kraft, in the food and beverage industry, offers one example. Until 2010, its strategy for launching products fared badly. Kraft tended to invest in small ideas that did not attract customers as expected. As Kraft Foods head of innovation Barry Calpino explained it at a presentation at a Consumer Analyst Group of New York conference in February 2013, the company acquired a reputation for poor execution and a lack of vision. Read more of this post