Chilli Sauce is a marketing inspiration company that provides services including insight identification, new product development, brand repositioning, and workshop facilitation. It offers one-day learning modules in areas such as insights in action, innovation and ideation, and workshop facilitation. The document provides details on a case study project for an Australian breakfast cereal brand, where strategic questions were developed and prioritized to identify the highest potential growth opportunities through quantitative research and workshops. New communications and products were launched based on the selected strategic question, leading to sales rejuvenation for the brand.

1. An introduction to Chilli Sauce
A marketing inspiration company
chris@chillisauceinspiration.com
www.chillisauceinspiration.com
+61406 045424

2. Brand growth - Insight, Innovation & Strategy
Insight identification
New product development
Brand repositioning
Learning (one day modules)
Insights in Action
Innovation and Ideation
Brand Building
Workshop Facilitation
Presentation Skills
Blended Learning AND Solutions
Define the challenge
Share the right tools
Provide coaching in how to use them
Chilli Sauce is a new company but these are some of the clients we’ve
worked with in a previous life and in a parallel universe
www.chillisauceinspiration.com
What Chilli Saucetm
delivers*

3. AUSTRALIAN BREAKFAST CEREAL
INNOVATION STRATEGY CASE STUDY
One of Australia’s leading
brands, Brand XX is targeted at mums
with teenage boys

4. Project FlowMeta-analysis of Past Research
“Brand Myths” identified
Strategic Questions Hypothesis
Generation (workshop)
Candidate Strategic
Questions generated
Gap fill - small scale quant
research
Strategic Questions
quantified
Strategic Questions Prioritisation
(workshop)
Strategic Questions
prioritised
Outputs
Brand relaunch with NPD and
new communications
Sales Rejuvenated
Project flow

5. CANDIDATE STRATEGIC QUESTIONS DEVELOPED
JOINTLY WITH KEY STAKEHOLDERS
BUILD THE CORE XX AMONGST
CORE YOUNG
BOYS/GATEKEEPER TARGET?
BUILD CORE XX
PRODUCT
AMONGST
ADULTS w/out
KIDS AT HOME
STRETCH BRAND AMONGST
GIRLS/ Young women
(eg: via low GI range
extension)
STRETCH
AMONGST
OLDER
TEENS/YOUNG
ADULTS
(eg: via liquid/snack)
How do we
encourage boys
aged 8-15 (and
their gate-
keeper mums)
to eat more XX
for breakfast
How do we
encourage boys aged
8-15 (and their gate
keeper mums) to
start to consume XX
as a snack (e.g.
after school/ while
playing computer
games)
How do we
encourage adults
without kids at
home to consume
more XX MORE
FREQUENTLY for
breakfast
How do we
encourage GIRLS
aged 8-15 (and
their gate-keeper
mums) to eat
more XX for
breakfast?
How do we
encourage
young women
(16+) to eat
more XX for
breakfast?
How do we
encourage busy
young males (16+
y/o’s) who often
skip breakfast at
home to consume XX
more frequently?
1 2 3 4 5 6

6. MODELLING - QUANTIFICATION OF SIZE OF PRIZE
SUMMARY
Q1abEncourage non- and
lightuserboys 8-15toeat
more frequently
(BREAKFAST)
Q2Encourage non-user
boys 8-15tostart(AFTER
SCHOOL)
Q3Encourage adults no
kids toconsume more
(BREAKFAST)
Q4Encourage girls 8-15to
consume more
(BREAKFAST)
Q5Encourage women16-29
toconsume more
(BREAKFAST)
Q6Encourage men16-29to
consume more
(BREAKFAST)
Numberof people 950,339 1,140,434 5,478,627 1,066,094 1,967,768 2,013,013
eatingcereal forbreakfast all boysaged8-15 eatingcereal forbreakfast eatingcereal forbreakfast all womenaged16-29 all menaged16-29
% noteatingoccasion 0% 11% 7% 0% 8% 11%
% noteatingcereal foroccasion 13% 92% 34% 6% 41% 30%
% considercereal foroccasion 19% 28% 39% 52%
% eatingNG foroccasion 68% 5% 18% 44% 18% 22%
NumbereatingNG foroccasion 645,348 54,842 968,377 474,360 363,156 433,651
CurrentweeklyNG volume (kg) 32,488 1,502 34,171 14,050 8,138 5,436
Approx share of total NG volume 23% 2% 24% 10% 6% 4%
% non-eatingconsiderNG for
occasion 9% 0% 11% 9% 5% 9%
If 10% of non-eatingconsiderers eat
one bowl, additional weekly
volume (kg) 118 1 636 102 82 99
As % of currenttotal weeklyvolume
(withintargetgroup) 0.36% 0.00% 1.86% 0.73% 1.00% 1.83%
% of total currentNG volume 0.12% 0.00% 0.66% 0.11% 0.09% 0.10%
If 10% of light/mediumusers eat
one more bowl, additional weekly
volume (kg) 641 135 860 430 212 181
As % of currenttotal weeklyvolume
(withintargetgroup) 1.97% 0.10% 2.52% 3.06% 2.61% 3.33%
% of total currentNG volume 0.67% 0.14% 0.90% 0.45% 0.22% 0.19%
Using “consideration” data amongst non-users for each target group, we were able to
calculate the size of prize for each strategic question

7. STRATEGIC QUESTION - SELECTION CRITERIA
1. Size of prize
2. Segment
growth
3. Capabilities,
cost to serve
4. Brand strength
today
5. Brand
potential
tomorrow
6. Competitors’
strength
Priority Strategic
Question
The joint client agency team used these criteria to agree
which strategic questions were highest priority

8. Priorities agreed at joint client/agency workshop, using the 6 key criteria
BUILD THE CORE XX PRODUCT
AMONGST CORE YOUNG
BOYS/GATEKEEPER TARGET?
BUILD CORE XX
PRODUCT
AMONGST
ADULTS w/out
KIDS AT HOME
STRETCH XX BRAND
AMONGST GIRLS/ Young
women
(eg: via low GI range
extension)
STRETCH
AMONGST
OLDER
TEENS/YOUNG
ADULTS
(eg: via
liquid/snack)
How do we
encourage boys
aged 8-15 (and
their gate-
keeper mums)
to eat more XX
for breakfast
How do we
encourage boys aged
8-15 (and their gate
keeper mums) to
start to consume XX
as a snack (e.g.
after school/ while
playing computer
games)
How do we
encourage adults
without kids at
home to consume
more XX MORE
FREQUENTLY for
breakfast
How do we
encourage GIRLS
aged 8-15 (and
their gate-keeper
mums) to eat
more XX for
breakfast?
How do we
encourage
young women
(16+) to eat
more XX for
breakfast?
How do we
encourage busy
young males (16+
y/o’s) who often
skip breakfast at
home to consume XX
more frequently?

9. New Communications (new target
audience, new proposition)
Results
“This brand is now back in
growth. The project helped us
identify a completely new
target audience and paved the
way for a new product that has
helped us enter a whole new
category”

10. Brand growth - Insight, Innovation & Strategy
Insight identification
New product development
Brand repositioning
Learning (one day modules)
Insights in Action
Innovation and Ideation
Brand Building
Workshop Facilitation
Presentation Skills
Blended Learning AND Solutions
Define the challenge
Share the right tools
Provide coaching in how to use them
Chilli Sauce is a new company but these are some of the clients we’ve
worked with in a previous life and in a parallel universe
Two of our courses in more detail

11. INNOVATION AND IDEATION
A ONE DAY COURSE IN MAKING NEW STUFF HAPPEN!
AN INNOVATION FRAMEWORK - OVERVIEW
Copywri ng
Consumer Co-crea on
Quant Screening
Strategic Fit
Right to Win
Risk Analysis
Single Minded
Growth Idea
Insight Genera on
Strat Planning - Growth Pillar, etc
Stage Gate Process
Strategic Ques on
Concept Cra ing
Commercialisa on
Idea on
Opportunity Defini on
Problem Defini on /
Scoping
S mulus Development
Idea on
Screening
1
Habit Number 1
12
Habit Number 2
13
Habit Number 3
AN INNOVATION FRAMEWORK INNOVATION BEHAVIOURS

12. S
N
I
B
Strategic Question
New Connections
Big Bold Ideas
Insight Crafting
INSIGHTS IN ACTION
A ONE DAY COURSE IN GETTING TO THE HEART OF THE CONSUMER
INSIGHTS FRAMEWORK INSIGHT THINKING STYLES

13. FORTHCOMING COURSES
INSIGHTS IN ACTION
INNOVATION AND IDEATION
WORKSHOP FACILITATION
8.30 a.m – 5.00pm
‘ThinkPOD’ , 1 o’connell st, sydney
$1,000 per person (max 15 persons)
“"This year, our marketing
plans are better than ever.
They're clearer, better
written and really help
direct the organization
towards success"

14. Chris Meredith
+61 406 045 424
chris@chillisauceinspiration.com
www.chillisauceinspiration.com