Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Lion Corporation adapted a premium branding that is currently popular in the food and drink sector in Japan into OTC medicine.
Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success.
- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
Reasons To Buy
- Why is Bufferin Premium considered an interesting case of success?
- What consumer insight underpins this success?
- Which consumer trends have these product innovations capitalized on?
- What can I learn from the success of Bufferin Premium?
Key Highlights
Bufferin Premium is the latest and top end antipyretic analgesic variety from the long-established Bufferin brand, which mainly appeals to female consumers in their 30s.
"Premium" was a keyword of the food and drink sector in Japan during 2014, particularly after a tax increase in April; Lion has captured this rising trend and used it for an OTC product.
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