Successes and Failures Case Study: Drinksplus

Effective innovation is difficult to come by, but it is the key to sustained competitive advantage in the consumer packaged goods industry. Lessons can be learned from both successes and failures. This case study looks at how Drinksplus (a technology pioneered by SIG Combibloc) has been leveraged by Chinese dairy companies to carve out an entirely new – and successful – soft drinks category.

• Access comprehensive analysis of global successes and failures in the consumer packaged goods industry to drive ideation and inspiration.
• Obtain country-specific consumer insight to understand the consumer attitudes and needs that underpinned innovation success/failure.
• Avoid costly investments by learning important lessons from companies and brands that have failed or under-delivered.
• Obtain a broader appreciation of the CPG industry by gaining insights from both within and outside of your category.

Around 80% of new product innovation fails – highlighting the challenge that industry players face in innovating in today’s competitive market landscape. Failed innovation can severely undermine profits and brand reputations. Conversely, the rewards for successful innovation are substantial.

Datamonitor is constantly monitoring the big winners and losers in the CPG industry. Each case contains background information, describes how developments unfolded, and is contextualized by Datamonitor’s own research and analysis.

Keywords: Success, Failure, CPG, FMCG, Innovation, Marketing, Drinksplus, technology, SIG Combibloc, Fruit, Vegetables, Cereal Grains, Dairy, Milk, Health, Experimentation, Chinese, Reverse Innovation, Minute Maid Pulpy.

• Why is Drinksplus considered an interesting case of success?
• How does Datamonitor judge the success of Drinksplus?
• What consumer insight has underpinned this?
• What can I learn from the success of Drinksplus?

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