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A popular strategy among consumer packaged goods companies is to extend their most successful brands into new flavors, scents, and styles—in essence, offering consumers more of the same, but in new varieties.
As manufacturers recognize that consumers have needs beyond variety seeking and, consequently, that there are different opportunities to extend brand usage, line extension strategies are evolving. Lee Markowitz details new techniques for line optimization that consider the real-life issues of complex consumer needs, retail space limitations, and stock outages—with the ultimate goal of moving more of your products to the check-out line.
GOOD RESEARCH LEADS TO GOOD IDEAS - GOOD IDEAS LEAD TO SMART STRATEGIES
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