Innovation is essential for CPG companies to bring forth more value and to hold their market share at retail.
Retail private labels have been gulping up turf that won't easily be given back.
Two advantages CPG's have over retail brands are innovation and branded voice.
Retail brands tend to lag and follow on innovation and rely on existing
customer traffic and store fliers for their media vs. proactive media.
These two differences are beginning to change as retailers are getting
savvier in marketing their private labels. These two intrinsic values
are how CPG branded products differentiate themselves for consumers and
retailers vs. private labels.
So, what are CPGers waiting for?
Slashing innovation and share of voice are only going to make their best customers more and more their best competitors.
Colon Cleanse Offer says:
You can’t run a business or anything else on a theory.
March 30, 2010 @ 7:52 pm