Sprint scenario

Margins across established FMCG portfolios are under pressure as mature categories, changing consumer expectations and intense competition make profitable growth harder to find.

As Frank enters the next growth-planning cycle, the existing portfolio alone is unlikely to deliver the ambition. Before committing resources to new growth initiatives, he needs to identify where the business has a credible right to play and which opportunities deserve further investment.

In this sprint, we explore the Nordic yogurt market - a mature, highly competitive category where simply launching another product is unlikely to be enough.

Meet Frank

Frank is one of the fictional archetypes in the AI Business Council, representing a CMO within a global FMCG company and responsible for a broad portfolio of brands. His challenge provides the starting point for this AIBC Lab sprint.

The challenge

Where is the opportunity — and what would give us a credible reason to enter?

Map the opportunity space

Starting with Frank's commercial and CMO perspective, we use AI to broaden the view across the Nordic dairy category — combining market size, category dynamics, competitors and growth patterns to identify four meaningful market segments and potential target groups.

The Value Proposition Canvas provides an additional lens: what are different customers actually trying to achieve, what frustrates them about existing alternatives and where could a new proposition create meaningful gains?

Synchronize insights

Market · Segments · Competition · Growth · Customer jobs · Pains · Gains

Simulate & stress-test

Product concepts · Positioning · Customer relevance · Behavioral response · Competitive alternatives

Test new propositions

The most interesting opportunity spaces are translated into alternative product and positioning concepts.

These concepts are then taken into the AI Business Council and challenged against different simulated customer and market perspectives.

The Value Proposition Canvas tests relevance: does the proposition address a meaningful customer job, pain or desired gain? DISC adds a behavioral lens: might customers with different motivations, decision styles and attitudes toward novelty respond differently to the proposition, communication or perceived risk?

The objective isn't for AI to choose the winning product. It is to expose assumptions, identify weaknesses and improve the strongest possibilities.

Shape the opportunity

The strongest direction is refined through senior human judgment and translated into clear actions.

A defined target audience, positioning territory and product proposition become the foundation for an initial brand and product concept that can be taken into further validation and development.

What we activate

Target audience · Positioning · Product proposition · Next-step validation

Potential sprint outcome

A clear direction for entering the category, including market positioning, a defined target audience, a product concept, visual direction and new-product-development priorities.

More sprint challenges