Success Case Study: Akagi Sof - A simple innovation that has made a big impact on Japans ice cream market

Success Case Study: Akagi Sof - A simple innovation that has made a big impact on Japans ice cream market

Summary

"Success Case Study: Akagi Sof", is part of the Successes and Failures research. It examines the details of and reasons behind the success of Akagi Sof soft ice cream innovation in Japan. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Akagi Sof is an ice cream innovation inspired by soft ice cream from an ice cream specialty shop, and is described as the head of a soft ice cream, pre-packaged in a cup, rather than a traditional cone or cornet. The ice cream generated instant appeal among Japanese consumers, with 8 million cups sold within one month of launch.

Scope

- Japanese consumers show high interest in new ice cream products. Akagi Sof is a simple soft ice cream yet has strong appeal as it offers high versatility; for example, being able to customize it with toppings, or use it as a dip.
- Impactful, and unusual, marketing has helped to encourage consumers to try the ice cream innovation.
- Simplicity in product development, such as a simple concept, simple ingredients, or simple product design, can create an impactful product innovation.

Reasons to buy

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

1. Introduction
2. What?
3. Why?
4. Take-Outs
5. Appendix

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