From inspiration to the shopping cart: qualitative at the heart of NPD

Against a backdrop of today’s saturated marketing environment, Puri and Raj describe launching new products in India.

From inspiration to the shopping cart: qualitative at the heart of NPD

Anjali PuriClient Services, ACNielsen ORG-MARG, India

Shashikala RajUnited Spirits Limited, India

INTRODUCTION

Successful NPD is one of the foremost challenges that the marketing fraternity grapples with today. Always an uncertain territory, it has become even more of a battle in the present context, with a fatigued consumer overloaded with sameness. An attempt to get the consumer's attention in this crowded space has increasingly led to NPD efforts that have an exaggerated focus on the 'radical' and 'cutting edge'.

'Innovation' and 'out-of-the-box-thinking' are buzzwords in any client...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands