Capstone – Project

Codifying Success for Innovation Launches

A Collaboration Between

Engagement Synopsis

Campari Group has a collection beautiful, established brands across numerous spirits categories that are powering us to be one of the fastest growing organizations in the US Spirits marketplace. While we believe that there is massive room for organic growth we do need to supercharge our innovation commercialization process as our innovations have a lower than industry average success rate. We would like to determine a codified innovation launch model by first dissecting launches that have gone well and poorly within Campari while also looking at a small set of competitive products. We will have a data packet ready to jumpstart the look into this issue and we would love for a thorough analysis of growth drivers such as promo spend, promo type, media investment and strategy. Additionally, conducting social media listening and desk research to understand the messages, programs and consumer needs surrounding the innovation(s).

HOST VENUE ADDRESS

  • Campari Group 1114 Avenue of the Americas Grace Building, 19th Floor New York, NY 10110

REQUIRED PREREQUISITES

  • Interest in Data Analysis and developing Marketing Strategies

LEARNING OBJECTIVES

  • Brand growth, much less innovations, are not a result of  luck or having the highest quality product. It requires flawless execution across numerous touch points ranging from consumers, retailers, distributors, to media. By helping Campari Group to determine what those key drivers are we hope that our MBA students will get real-world experience in drawing insights from thoughtful data analysis that will inform marketing strategy.

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