A small manufacturer drinking water coolers becomes a global provider of counter-top purified water bars for households and businesses.

Situation:
The company purified cold drinking water appliances were used mainly at public locations such as shopping malls, public transportation stations etc. Under strong competition, the appliances were sold below cost price and the company made profit only from selling disposable filters and service.

Challenge:
The company was looking for a whole new product line, which could be sold with nice margin and increase their market share significantly. Their goal was penetrating households and small businesses. But what can be renovated at drinking water appliances?

Solution:
The growth management consulting project focused at understanding unmet needs of the target markets - households and small businesses - and addressing this needs. This appeared as a very long list of diverse requirements (over 150), including special features for small children, babies, seniors and business owners.

As a result, detailed marketing requirements document (MRD) and product requirements document (PRD) were developed, enabling an R&D project of a new product.This beautiful appliance, which everyone would love having at their kitchen or office, was fully computerized, enabling many modes and features and self diagnostics that ensures low maintenance.

Benefit:
The new product had indeed hit the demand in the household and small business market and became a success. Following sales of almost one million units, the company was acquired by a leading global beverage company.