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11. April 2019
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17. May 2019

Success Story: How DMK Group established a high-performance Trend Management

What could be achieved:

  • Establishing an integrated trend management process from trend scouting to business opportunities
  • Developing an efficient trend scouting network consisting of internal trend scouts

The Challenge

Early identification of business opportunities based on relevant food and technology trends

The identification and interpretation of trends are some of the most important activities in innovation management. Trends reflect consumer needs and changing consumer behaviors over time. DMK Group, one of the leading dairy companies in Europe, is faced with new technologies, changing customer habits, and a fierce international competition in its industry. The early identification of new business opportunities on the basis of relevant food trends is becoming an essential task to meet future challenges.

Supported by ITONICS Radar and ITONICS Inspirator, DMK Group implemented a powerful trend management process from trend scouting to the derivation of new business opportunities and scouted over 2,000 relevant inspirations in five food trend areas with only a small scouting team.

"Crucial for the success of our project was ITONICS’ expertise in trend management. We were not just looking for a software partner, but for someone who is familiar with the topic and who we can trust."
- Barbara Siegert, Head of Innovation / Corporate Strategy, DMK

Innovation
at DMK Group

  • Limited resources for trend management
  • Time-consuming aggregation, evaluation and documentation of scouting results
  • Manual trend scouting activities
  • Knowledge sharing within the trend scouting community needs improvement
  • No integrated network of internal trend scouts


2000

and more scouted inspirations




in
5

food trend areas


Supported by ITONICS Radar and ITONICS Inspirator, the DMK Group implemented a powerful trend management process from scouting to the derivation of new business opportunities and scoutet over 2,000 relevant inspirations.