Case Study: Evaluating New Product Categories & Plans For Launch
With the advent of digital imaging and more people printing photos at home, Fujifilm's traditional consumable business was shrinking. It needed to identify new product categories to replace its declining revenue streams. Rothschild developed numerous reviews of the inkjet photo paper market to assess the feasibility of entering an already crowded market with mature paper and digital imaging competitors. The reviews included retail and competitive business intelligence, sell-through analysis, feature mapping, SWOT analysis as well as retail merchandising reviews. Ultimately, Fujifilm requested a 3 year market entry that included product development recommendations, pricing strategies, account strategies as well as promotional strategies. Among the short term tangibles was creating a promotional relationship between Fujifilm and Lexmark printers that resulted in promotions such as a Q4 hard bundle promotion that garnered $15 million in revenues at Wal-mart, Target and Staples.