Customising new brand development

Angela Pirrie, brands director at charteredbrands, provides two case studies to illustrate her contention that post-modern marketing practice encourages customisation in the way each NPD idea is approached.

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...

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