EARLY DECEMBER 2019 ISSUE Volume 15, No. 23 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.
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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.
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Frito-Lay Leverages eCommerce Among the biggest challenges that Frito-Lay faces is making it as easy as possible for shoppers to buy its wares. And that calls for tapping into e-commerce more effectively to ensure that the PepsiCo-owned snacks giant makes a successful transition to an era in which American consumers finally are embracing digital purchase even of routine CPG goods just as they earlier decided to buy books, music, computers, sneakers and nearly everything else online.
In-Lane Program Gives Brands and Retailers
Incremental Reach to Non-Digital Shoppers
The solution, first integrated across Albertsons Companies, expands omnichannel strategies and unifies shopper experiences across all touchpoints.
Decoding the Omni Channel Path-to-Purchase:
Driving Brand Growth through Behavioral Design
The digital Path-to-Purchase dramatically impacts how consumers interact with brands and ultimately how they shop. How brands map this new shopper journey is the key to success.
What Can Be Done to Prevent Coupon Fraud?
The ability of the retailer to control or prevent coupon fraud is minimal without some kind of technology. Experts participating in a panel discussion suggest some solutions.
Sales of Breakfast Cereal Increasing around the World
Asia, Europe, and Africa are regions where cereal sales are growing annually at rates outpacing the U.S. and Canada. Cereals are marketed as an alternative to traditional fare.
CBD and Plant-Based Meats Are the Next Big Things
In Store Brands
Plant-based protein and CBD items are appearing in dozens of product categories and were visible on the show floor of the recent Private Label Manufactures Association trade show.
CPG MARKET WATCH
PepsiCo and Walmart Atop PoweRankings Again…..General Mills to Expand Analytics Expertise …..Campbell’s and Dollar General Support Blue Star Families…..Tulkoff Food Products Upgrades Compliance
is a light-hearted and
amusing collection of
news and views about the world of grocery plus trends, grocery trivia, videos, new products, tweets & more.
Click Here to read the latest Grocery Story, "Fresh Produce Gets Fresher."