CPP new product development

Innovation culture at CPP delivers profitable products

Culture
CPP continually strives to maintain an unrivalled competence in New Product Development (NPD). To maintain this skill set, there must be a balance of diverse, highly creative thinking and focus on delivering solutions to meet consumer need.

Creativity is limitless and CPP has a culture of innovation, where each and every member of the organisation is actively encouraged to share ideas through regular ‘blue sky’ discussion to fully orchestrated ‘ideation’ workshops.

Concept Development
Developing concepts is where the real value occurs and once an idea is born, a rigorous NPD process is followed ensuring all aspects are scrutinised to maintain focus on consumer needs. This includes critical support from CPP's own internal research teams who provide valuable insight by highlighting trends in the market, spotting unfulfilled consumer needs and identifying latent demand.

Commercial Application
CPP’s practice of stage gating allows NPD to keep attuned with the commercial aspects of business evaluating throughout to ensure each innovation has the greatest chance of success, both in terms of consumer attractiveness and profitability to CPP and its business partners.

Collaboration
Brand appreciation is a vital factor in creating exceptional propositions and by understanding brand values, consumer needs and Business Partner objectives, CPP can provide a unique value added service.

Ideas into action
The most successful new product to emerge recently from the NPD process is Identity Protection. From its workshops and discovery groups, CPP recognised that consumers were becoming increasingly concerned about identity theft, long before it became a hot topic in the media. Consequently, CPP was the first company in the UK to develop and launch an identity protection product.

"Identity Protection is a superb example of what our NPD can deliver - really innovative products that precisely address consumer concerns and plug a gap in the market," says Steve Narey, Head of NPD. "It shows that CPP truly are inspirational, which is vital in being recognised as innovation leaders."