The market leader in hot cereals has begun rolling out a program in several major chains that reorganizes products into three key nutritional segments, moves to a vertical set from a traditional horizontal one for its standard oatmeal, applies new creativity to the entire hot-cereal category, and relies on simple signage to educate shoppers about how to navigate the improvements.
“What happens at the shelf is crucial to our success as a [Quaker] organization and crucial to retailers as they try to drive shoppers to the breakfast aisle,” Vince Salyards, senior manager of customer insights for PepsiCo, said in a presentation at the annual Shopper Insights in Action conference in Chicago...
Analyzing Competition Between Store Brands, National Brands
The simmering competition between traditional national brands and increasingly popular private label products continues. And it’s no wonder. Research shows that eight of ten consumers (80%) believe store brand products are equal or superior to national brands in terms of quality, value and packaging.
Retailers have introduced sophisticated strategies to build store brand dollar and unit share growth, while makers of national brand manufacturers have responded with aggressive new marketing strategies of their own. Add a sour economy and the battle for market share is on...
Quaker Oats is revamping just about everything these days, including its product line and marketing. But the boldest task actually being undertaken by the PepsiCo unit is an overhaul of its merchandising and marketing in-store aisles. And Quaker’s initiative with retailers may deliver the biggest results of everything involved in the brand’s new shakeup.
COUPONS
FSIs, Digital Offers
Post Strong Growth
The twin engines of couponing continued the growth of America’s favorite promotion in the first half of 2010.
Free Standing Insert (FSI) activity increased 10.1% and retailer promotion activity grew 56.2% to more than 6.7 billion pages. Meanwhile, the number of digital coupon events increased by more than 80%, and the number of manufacturers distributing digital coupons increased by more than 30% versus year ago.
“CPG manufacturers are continuing to use FSI coupons to reach consumers in the home to deliver advertising impact, influence consumer purchase decisions, and secure retail merchandising support,” said Mark Nesbitt, President, Kantar Media Intelligence, provider of the research.
“Digital coupons complement traditional FSI coupons
to reach the consumer in the home while they are actively making purchase decisions,” he said. “As
more manufacturers distribute more digital coupons,
it becomes increasingly critical to understand competitive digital promotion tactics to insure that events break through the clutter to deliver the right offer to the right consumer...
More CEOs nowadays believe that the key to growth and new product success is creative ideas.
Unfortunately, despite all of this focus on innovation, the failure rate of new packaged goods products is about 95%. As a result, the increasing growth rates and improved bottom lines that CEOs are looking for usually do not materialize.
The truth is that products don’t fail because the ideas were not creative enough. So why do they fail? And how can they succeed?
Executives from Supervalu, Kraft Foods and dunhummby will head up an all-star roster of speakers at the second annual LEAD Marketing Conference Oct. 11-13 at the Westin O’Hare in Rosemont (Chicago), Ill.
LEAD is the industry’s most comprehensive event focusing on all aspects of Loyalty, Engagement, Analytics and Digital applications. The event will be produced and hosted by the Shopper Technology Institute. Executives from the following companies are also scheduled to present: IBM, Marsh Supermarkets,
McNeil Pharmaceuticals, Hormel, Partners in Loyalty Marketing, Henry Rak Consulting Partners, Interscope, Coupons.com, Interbrand Design Forum, and others...
According to an article in USA Today, independent retailers are fairing worse in the recession than larger chains due to a litany of reasons, from buying clout to lack of management smarts. According to Sageworks, a financial analysis company, sales at private retailers slid two percent so far in 2010 after tumbling eight percent in 2009. For publicly traded retailers, sales are up 0.5 percent in 2010 on top of a 0.4 percent gain in 2009.
One major issue is real estate. Independents often get priced out of the most heavily trafficked locations. But beyond price, independents don't have an in-house expert to guide real estate decisions. Jim Bieri, CEO of the Bieri Co., a retail real estate consulting firm, told the newspaper, "Many local merchants don't have the experience or the tools to pick real estate that's best
for them."
Another core problem is that many independents focus on boutique items...
