MID-NOVEMBER 2019 ISSUE Volume 15, No. 22 Published Online Since 2005
Test Launch Is the New Black: How Learning in Market Can Optimize Launch Success and How Drinkworks Did it Best
Listen to this session from the November virtual LEAD Marketing Conference to hear more about the powerful trend toward launching new products in test markets. Organizations are using this approach as a way to skip the stage-gate process and get to market faster in a competitive landscape. It is a method that can also help mitigate risk.
Erin Russeck of AMC Global takes a deep dive into a real-world case study where a major beverage manufacturer, Drinkworks, adopted a launch-and-learn strategy to bring their new-to-world product to market. Realizing that there is only value in a test market strategy if you allow real consumer insights to fuel the fire at every stage, the company partnered with AMC Global to create a best-in-class research plan for their launch.
Click on the screen below to view this webinar:
After viewing this recording click here to see all the session recordings from CPGmatters' November 2019 virtual LEAD Marketing Conference.
Books from the Shopper Technology Institute - Available in Paperback &
Digital Disruption is the use of new technologies -- such as virtual reality, augmented intelligence, and block-chains -- to improve traditional processes and procedures. This book aims to be your guide,featuring essays by thought leaders and solution providers that outline the new processes and procedures so merchants and marketers can chart a new path in today's rapidly-changing marketplace.
Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Consider this book as a way to cut through the clutter as technology roars on, competition heats up, and shoppers become more demanding.
This book builds on the foundation of The Essentials of Shopper Technology. Divided into five sections -- Shoppers, Loyalty, Engagement, Analyltics and Digital --chapters outline the challenges facing merchants and marketers, and offer an analysis of the solutions and their implications.
Big Data is important. It's big and getting bigger...and companies of all sizes need to leverage Big Data to engage consumers and monitor their behavior in stores, improve retail performance, and distance themselves from competing brand marketers. But how can this be done? Is there a roadmap for success? And how is success measured? This book provides much needed guidance and a path forward.
PLMA Annual Private Label Trade Show
Nov. 17-19 at the Rosemont Convention Center (10 minutes from Chicago's O'Hare Airport)
Private label market share has reached nearly 25% of unit sales in the U.S. and is expanding faster than national brands. Retailers coast-to-coast have committed themselves to an aggressive store brands strategy while specialty chains are using their own brands to create shopper loyalty unheard of only a few years ago.
Buyers from every channel will be at the 2019 PLMA Annual Trade Show. For more than 30 years, PLMA’s annual trade show has been the industry event of the year, where retailers and wholesalers source for their private label programs. More than 1,500 companies from 40 countries will be exhibiting their products, including 25 international pavilions. Exhibitors range from small and medium-size companies to well-known national brand makers who also supply store brands.
No show offers participants a greater opportunity to meet. Click here to register, or call 212-972-3131 for more information on attending or exhibiting.
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