There are a whole bunch of academic-style new product development processes out there – Google “new product development” and you’ll see what I mean. Stage-gates, steps and phases… blah blah blah. FMCG / CPG product innovation isn’t rocket science. Basically it involves improving an existing product (incremental innovation), extending an existing product line (new flavour… Continue reading New Product Development… A No Bullshit Approach
A brand is what your customers tell you it is, not what you tell them it is. So how do you create a new brand and give it immediate meaning? Start by considering the two key elements to a brand; the name and the brandmark (or logo). The name Brand naming is fun. And hard.… Continue reading Developing Brands for New Products
According to entrepreneur.com approximately 90 percent of new products fail. This is a very depressing statistic so if you’re just starting out in this game you might need an extra hand to establish credibility. Approaching a retailer with a half-baked idea, brand or product is not going to help your chances. Presenting your product to a retailer… Continue reading Establishing Credibility When Presenting to Retailers
I believe so strongly in the power of face-to-face meetings that for over a decade I’ve been commuting around the globe to meet with my clients. Unfortunately though Category Managers are bloody busy people and sometimes it can be hard to get a spot in their diary. If you’ve exhausted every other way of trying… Continue reading Pitching to Retailers via Email. A Necessary Evil?
MONA is the Museum of Old and New Art located in Hobart, Tasmania, Australia. It’s inspiring, kickass and breathtaking all mixed up in a high speed blender. I have been to many top art galleries around the world including NYC Guggenheim, Bilbao Guggenheim in Spain, The Tate in London and many others but I believe David Walsh has done something super… Continue reading MONA & the Art of Confrontation
You’ll probably only get one chance to pitch a new product idea to a retailer… so don’t bugger it up! Do your homework to find out: Who is their target shopper? What are the most common trip (or shopper) missions of their target market (the primary reason the target shopper walks through the door)? Who… Continue reading Understanding Retail Strategy When Pitching Your New Product
It can be really difficult to give a creative agency constructive feedback on creative concepts for branding and pack design. “I don’t like it” is feedback we hear all too often, and it’s not bloody helpful! Here’s a framework to give structure to your feedback and get the best out of your agency: 1) Go… Continue reading Giving Feedback on Creative for New Product Development
To be honest, empathy and understanding aren’t generally my strong points. But an understanding of some of the common pain points a Category Manager faces in their daily grind can give you an advantage when pitching a new product. This short list should get you thinking like a Category Manager in no time… Sales The… Continue reading Recognising Retailer Pain Points
This is it. The moment you’ve been waiting for. Your new product is going to have a chance at the big time. The supermarket equivalent of Olympic Gold. So how are you going to make the most of this opportunity? How can you ensure your product is presented to the retailer in the best possible… Continue reading You’ve developed a bloody brilliant new product and have booked a meeting with a Category Manager. Now what?
Double-triple-check you’ve ticked all the boxes before meeting with a retailer to present your new product idea. Is your distinct selling proposition (DSP) clear and concisely communicated? Have you taken a category wide perspective? Can you show how your new product will grow the category as a whole? Have you shown where your product would… Continue reading A Checklist for Pitching Your New Product to a Retailer