CASE STUDY / Product Launch
Fifteen desserts, idea to shelf
DELIZIA · CATEGORY MARKETING · 2017—2018
+15take-home desserts launched
+22%annual net revenue, Frozen
+$150kfrom a new dairy line in 3 months
SITUATION
Take-home desserts were a shelf the company barely occupied. The plans that existed were built on last year's numbers, which tells you what already happened and nothing about what people would buy next.
APPROACH
Marketing plans built from insight, new product development and trends rather than from history. Then the unglamorous half: every launch coordinated across R&D, procurement, design, planning and logistics, and followed past the launch date into how it actually performed in store.
RESULT
+22% annual net revenue on Frozen, the company's most important category, and +$150k from the dairy line within three months.
- Fifteen products taken from idea to shelf, each one led end to end rather than handed off.
- In-store performance measured after launch, not assumed from sell-in.
- A dairy growth gap turned into a product line rather than a slide.
