How System Products Can Help Brands Grow
Cambridge Design Partnership believes that many fast moving consumer brands could create category growth by thinking differently about how their products deliver value to customers. One often overlooked approach is to launch ‘Product Systems’; products which integrate consumables and durables to meet customer’s needs better than ever before.
Evidence shows that leading brands use disruptive innovations to deliver growth. P&G aim for 30% of their innovations to be disruptive and 70% brand extensions (Lafley, 2008) in markets where years of incremental development have led to a convergence of functionality and cost structure amongst established competitors.
CDP’s innovation approach helps its clients seek out the underlying changes in customer expectations, enabling technologies and supply chain economics that provide the opportunities to create unique and disruptive ‘Product Systems’. Success depends on meeting customer needs in new and exciting ways thus attracting new customers, increasing the frequency of use and maximising basket spend.
