Package Design: The “Dark Horse” of New Product Success

 In International

When it comes to successfully launching a new product, developing one that consumers will love is only half the journey. The other half is launching with excellence—which includes quickly ramping up awareness and trial to succeed in today’s demanding retail environment. No matter how distinctive and promising an innovation, it won’t take flight without strong in-market execution.
The latest annual edition of our Breakthrough Innovation Report, which identifies and celebrates 11 of Europe’s most successful new product launches, provides plenty of insight and encouragement for how companies can get it right.
This year’s winners provide a signpost to a more “back to basics” approach from which many marketers have strayed as they’ve increased their focus on where to advertise in today’s media-saturated world.
In this fog, the amount of consumer decision-making that happens at the shelf has been underestimated and under-leveraged. Across categories, nearly 60{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of decision-making happens at the shelf. Moreover, 56{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of European consumers say in-store discovery is one of their top information sources for new products, compared to 45{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} for TV ads. Nielsen – Read more…

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