How a global brand enters new product categories without diluting its value
Sharp Consumer Europe wanted to know which new product categories the brand could credibly grow into across Europe, and with which partners. Movantia is suppporting it in two stages: a Decision Program to set out the choices, and Decision Advisory to steer them over time.
The challenge
Growing without diluting the brand
A new category can strengthen a heritage brand or weaken it. The task was to work out where Sharp can credibly go, which opportunities come first, and which partners can protect its reputation.
Stage 1 – Decision Program
Structuring the choices
The Decision Program built the project’s decision foundation:
- criteria for how well new categories fit the brand;
- assessment of the adjacent categories with the most potential in Europe;
- selection and pre-qualification of manufacturing and distribution partners;
- a pipeline of opportunities ready to act on.
The result is a clear framework for management to decide on: what to do now, what to explore further, and which risks to rule out early.
Stage 2 – Decision Advisory
From choices to execution
Sharp now works with Movantia through Decision Advisory, an ongoing partnership. Market signals and opportunities are reviewed as they come up and turned into practical recommendations. Decisions on partners and categories are made when they are needed, not just once.
Why this case
This isn’t traditional marketing consulting, and it isn’t product development done piece by piece. The case shows how we work: bringing method to growth decisions by connecting brand value, new categories, industrial partners and the European market.
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