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Successes and Failures in Consumer Goods Innovation and NPD
Datamonitor, Dec 2009, Pages: 333
In today's competitive marketplace, it has become increasingly difficult for consumer players to gain a foothold in established or nascent sectors. This presentation offers a rundown of 100 of the most successful global brands in recent years, along with examples of brand failures, offering a glimpse at how players can achieve growth through compelling marketing and innovation.
Scope
- Succinct analysis on consumer brand success and failures, covering marketing and NPD strategies
- Balanced coverage across three territories: North America, Europe, Asia Pacific
- Categories covered: food, drink, personal care, household goods
Highlights of this title
In decline for years, Burger King's fortunes have begun to change, so that it is now regarded as a 'cool' and profitable brand. Key to its success has been the fact that Burger King's marketing now focuses on appealing to the Superfan; that is the 1835 year old male who enjoys fast food and values taste above everything else.
Coca-Cola has repeatedly attempted to gain a strong foothold in the Australian energy drinks market, but for many years failed. After receiving negative reviews of the taste of its 2006 offering Mother, the company reformulated the beverage which had a positive reception.
Magners achieved initial success in the UK after advertising its cider as being best enjoyed over-ice. However, sales have fallen due to other cider makers hijacking the over-ice proposition and more successfully marketing their products. The challenge now is for Magners to reinstate its uniqueness and enhance sales.
Key reasons to purchase this title
- Gain insight into the methods used by global industry players to give them a competitive edge
- Benchmark your brands off recent winning and losing innovation and marketing ideas
- Learn about why brands succeed and fail in different territories, covering North America, Europe and Asia Pacific
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