Innovating to Solve Market Share Decline | The Garage Group

Innovating to Solve Market Share Decline


An established F1000 Automotive Care Brand was experiencing increasing category pressure, which caused their market share to slip and their brand differentiation to decrease. The team had a product development process in place, but it lacked the necessary foundation for a consumer-first approach. As strategic partners, we implemented a proven consumer-first approach to produce a robust and differentiated innovation strategy and pipeline that would go on to help the brand reestablish category leadership.


We partnered with leaders from the brand team to implement and run a custom lean innovation & growth process that laid the foundation for their new innovation strategy and pipeline. This proven multi-phase process helped the brand team gain a deeper understanding of their customer’s needs. This new understanding, along with existing knowledge in the category, informed the development of new product/service ideas for the brand.

Throughout the process, we leveraged a series of learning loops to gather feedback from consumers. Hearing from consumers helped the team quickly identify winning ideas and cut out low-scoring concepts. This level of understanding gave the client team the courage and a body of evidence they needed to pursue more innovative developments.


The Garage Group and the leading automotive care brand developed a consumer-first innovation strategy and pipeline representing a healthy mix of products/services. These solutions will fuel the brand’s innovation efforts for the next 5+ years. Each of the winning concepts scored in the top quintile for purchase likelihood, the first of which will hit the market in ‘24. More products are slated to launch each consecutive year. These innovations are shaping the way consumers view the category and continually creating opportunities for the brand to grow in leadership while more fully serving the needs of its customers.


Based on the experience and outcome from this effort, TGG is now our partner of choice for strategic innovation challenges.” – Insights Leader

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