Customising Newbrand Development
Angela Pirrie
Back in the closing decades of the last century, developing and launching a new product in the world of packaged goods marketing was generally undertaken only by large successful nationals and multinationals. There was a well-trodden development path: tried and tested new product development research programmes deployed a range of both qualitative and quantitative methods. If the out come predicted market success, the brand would be rolled out to a relatively compliant retail trade.
How different from today. Twenty years ago retailers were characterised by a relatively unsophisticated approach to category management, a smaller share...