In today’s dynamic consumer goods industry, rapid innovation and product development are essential to meet evolving consumer needs. However, launching a new product without understanding its market potential can lead to costly failures. A market feasibility study is a critical step in evaluating profitability, market demand, and growth potential, enabling businesses to make informed decisions. This case study highlights how Infiniti Research helped an Italian consumer goods manufacturer accelerate its new product development (NPD) process through a tailored market feasibility study.

Client’s Background

The client, a leading Italian consumer goods manufacturer renowned for innovation and design, sought to evaluate the viability of launching a new product. Their primary goal was to understand the market’s profitability, demand, and scalability while addressing gaps in their NPD process through a customized approach.

Business Challenges

Undefined Market Potential

The client lacked clarity on the total addressable market and target segments for their new product. Without these insights, it was difficult to gauge the product’s profitability and demand.

Scalability Issues

There was no standard framework to evaluate the scalability of the product, which posed challenges in assessing its potential for growth across different markets.

Competitive Landscape Analysis

The client struggled with understanding the performance and strategies of competitors, making it harder to position their product effectively.

Consumer Needs Assessment

Identifying unmet consumer needs and preferences in target markets proved challenging due to limited qualitative insights.

Strategic Roadmap Development

The absence of a structured plan for product testing, evaluation, and market entry hindered the client’s ability to streamline their new product development (NPD) process.

Solutions

Comprehensive Market Analysis

Infiniti Research implemented a top-down approach to analyze market size, consumer behavior, and competitive dynamics at a country level, providing a clear picture of the market landscape.

Macro-Level Drivers Assessment

Socio-economic factors and industry barriers were evaluated to understand external influences on the product’s feasibility and growth potential.

Consumer Insights Gathering

Qualitative data from industry stakeholders was collected to identify unmet consumer needs and white space opportunities in the market.

Competitive Benchmarking

A detailed analysis of competitors’ products and strategies was conducted to help the client position their product effectively.

Strategic Roadmap Creation

A three-year roadmap was developed, outlining entry routes, financial projections, and growth opportunities tailored to the client’s goals.

Go-to-Market Strategy

Actionable insights were provided to accelerate product launch timelines while addressing scalability challenges and ensuring operational efficiency.

Business Impact

Market Size Evaluation

The study accurately identified the total addressable market and key target segments, enabling data-driven decision-making.

Accelerated Product Launch

By streamlining the NPD process with actionable insights, the client reduced time-to-market significantly.

Enhanced Scalability

A robust framework for product testing and evaluation addressed scalability issues, ensuring smooth market expansion.

Growth Opportunities Identified

White space opportunities were uncovered, allowing the client to tap into unmet demand and emerging trends.

Strategic Planning Success

A comprehensive business plan with financial projections ensured alignment with long-term goals, enhancing profitability and market positioning.

Improved Competitive Positioning

Insights into competitor strategies allowed for better differentiation and strengthened the client’s market presence.

Conclusion

By leveraging Infiniti Research’s tailored market feasibility study, the client successfully accelerated their NPD process and launched an exceptional product in record time. The strategic roadmap provided clear guidance on market entry, ensuring profitability and long-term growth in target markets.