Identifying new product opportunities for a European postal operator
The client had developed a strategy aimed at becoming a 'dynamic media leader' by influencing advertisers' strategies, and optimizing the effectiveness of their marketing mix by providing leading edge, complementary value-added mail media solutions. This would require them to reposition from a commodity supplier of mail services to an 'intelligent infomediary' between businesses and consumers.
The client initiated a new product development program to deliver a profitable portfolio of direct mail solutions that would retain existing customers and win new ones. PA was asked to provide rapidly direction and support in idea generation and screening for three stages:
During stage 1, PA reviewed and consolidated existing market research data to assess the key threats and opportunities faced by the client. We also developed the current customer experiences to highlight the buyer and intermediary needs in the mail media value chain.
During stage 2, PA ran a segmentation workshop with key project stakeholders to develop an informed understanding of the key influences on advertising buying behavior. This provided a basis for idea generation and screening criteria. It also enabled the client to consider a more sophisticated alternative approach to market segmentation.
During stage 3, PA designed and facilitated two idea generation workshops for a multi-disciplinary client team using a wide variety of creative techniques. PA also provided relevant selection criteria for new ideas and a framework to assist the client in screening ideas into a manageable number of high potential options for further development. Finally, PA provided assistance with planning next steps to keep up client momentum.
PA assisted in presenting the work to the executive board. This was positively received and approval given to proceed.
