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ConAgra Foods
Business Situation
Looking to surpass aggressive growth goals for its Banquet brand, ConAgra came to Kuczmarski & Associates to develop a portfolio of new products that would expand usage to new occasions, attract new customers, and increase share with current users.
K&A Insight
Through rigorous qualitative and ethnographic research, K&A uncovered key insights about how mothers prepare dinner for their families on busy nights. K&A used these insights to generate a portfolio of new products that included the idea for Banquet Crock-Pot Classics, a frozen meal that contains all of the high-quality ingredients needed for a slow-cooked meal. Ready to cook with less than five minutes of preparation, Crock-Pot Classics cook all day and welcome home families with the inviting aromas of a slow-cooked meal.
Results
ConAgra launched Banquet Crock-Pot Classics in 2004. In its first full year, Crock-Pot Classics reached $130 million in retail sales. It was named one of IRIs 10 New Product Pacesetters in 2005 and was the largest new product launch in ConAgra's history.
Alberto Culver
Business Situation
Looking to improve the performance of an established player in a mature skin care business, Alberto Culver came to Kuczmarski & Associates to revitalize its St. Ives brand with breakthrough new products.
K&A Insight
Through extensive ethnographic research with a wide range of consumers, K&A uncovered insights into the physical and, equally important, emotional frustrations and needs in the skin care category. K&A also isolated key cues and characteristics of successful skincare products. Through these learnings, the most intense consumer problems were identified, guiding the development of the new products portfolio.
Results
This project led to the development of a portfolio of product ideas that filled the 3-5 year innovation pipeline for the St. Ives brand. Three of the products - Whipped Silk, 24-Hour Moisture Lotion, and FresH20 Lotion - contributed to the sustained growth of the brand.
S.C. Johnson
Business Situation
Facing increased competition from private label, S.C. Johnson engaged Kuczmarski & Associates as it looked to increase margins, grow market share, and deepen competitive advantage.
K&A Insight
Through intensive ethnographic research with consumers, K&A developed a rich understanding of the complex behaviors and emotions around home cleaning, and identified cleaning windows as a key source of frustration. Outdoor windows, specifically, posed so much of a problem that many consumers rarely cleaned them.
Results
The project resulted in the creation of Windex Outdoor, which led a completely new-to-the world category of outdoor window cleaners and significantly pushed the brands price point beyond traditional limits. In the year it was released, Windex Outdoor was named as one of the Top 10 New Products by AcuPoll.
General Mills
Business Situation
Looking for assistance to help develop a portfolio of new products for its Cereal Products Division, General Mills partnered with Kuczmarski & Associates.
K&A Insight
Through unique ethnographic research with consumers, K&A uncovered and prioritized the various frustrations moms had with breakfast options for their children. An examination of current on-the-go solutions revealed that most were positioned for adults, few were convenient, and few were healthy, leaving a huge opportunity for kid-focused products.
Results
The project resulted in the launch of Milk n Cereal Bars line, which created a new category for the Cereal Division, and first year sales of over $40 Million. General Mills continues to expand the Milk n Cereal Bars platform into new brands.
Pella
Business Situation
Facing intense competition in a category lacking in new product innovations, Pella approached Kuczmarski & Associates to develop a portfolio of new products and services, and create impactful positioning alternatives to differentiate itself from competition.
K&A Insight
K&A conducted intensive primary research with all players in the window decision-making chain including architects, contractors, and end users. Our research uncovered and understood the complex, intertwined, and at times conflicting, relationships between these different players during the window purchase and installation process.
Results
By determining the unmet needs and problems of customers and consumers, K&A recommended the development of new products (Designer Series Clad Precision Fit Windows), new services (contractor service program), new product enhancements (SmartSash Glazing System, hidden hardware), and new positionings (Rollscreen®) for Pella.
Cincinnati Bell (now Broadwing)
Business Situation
In a world of rapidly changing technology, Cincinnati Bell (now Broadwing) wanted to address specific needs for its small-office/home-office (SO-HO) customers running businesses out of their homes.
K&A Insight
K&A research with SO-HO customers uncovered a key frustration: customers with only one phone line were not able to receive important business calls when they were on their computer. This resulted in both lost business and the unwanted perception that they were running a mom and pop operation.
Results
K&As insights led to, what was at the time, the nations first internet call manager and on-line waiting system. Subsequent to the project, Cincinnati Bell was named the #1 managed telecom firm in nation by JD Powers & Associates.