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Successes and Failures in Consumer Packaged Goods Innovation and Marketing
Datamonitor, Dec 2010, Pages: 223
Introduction
Effective innovation is illusive, but is the key to sustained competitive advantage in the consumer packaged goods (CPG) industry. This report slidepack examines best-in-class examples of innovation and marketing—supported by consumer insight research—to drive success in this increasingly challenging environment
Features and benefits
- Access comprehensive analysis of 50 global successes and failures in the consumer packaged goods industry to drive ideation and inspiration.
- Develop stronger brands by gaining insight into the methods used by global industry players in consumer packaged goods to give them a competitive edge
- Avoid costly investments by learning important lessons from companies and brands that have failed or under-delivered
- Obtain a broader appreciation of the CPG industry by gaining insights from both within and outside of their category
- Obtain country-specific consumer insight to understand the consumer attitudes and needs that drove innovation success
Highlights
- A number of successes benefit by offering something unique and experiential for a given consumption occasion. This often involves effectively ‘ritualizing’ product preparation and consumption. Philadelphia Cream Cheese highlights how a campaign can challenge preconceived notions about how a product can be enjoyed, thereby introducing new rituals
- There would appear to be particularly profitable opportunities at the intersection of trends. For example, Lawson’s bread in Australia effectively combined authenticity claims (sensory) with packaging benefits (convenience) to garner success in a cluttered segmentMany examples are testament to great marketing as much as they are about the inherent innovativeness of the actual product features/benefits
Your key questions answered
- What consumer trends are brands tapping into in order to achieve success?
- Why have seemingly well-conceived, 'on-trend' products gone on to fail?
- What can be learned from successful products in other categories or industries?
- What recent award winning brands should I be attentive to in 2011?
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