Brand Innovations & Renovations
Brand innovation comes in a variety of forms. Some “new” products are simply new packaging of existing products, others are product extensions (six blade razors), brand extensions (M&M’s Ice-Cream), entirely new products (the original Swiffer), or re-launches of prior products and brands aimed at freshening up a company’s image and appealing to new consumers. Regardless of the specifics, one thing is certain: every product launch consumes a significant amount of time, resources, and capital. And the scale of the investment does not necessarily correlate with success.
APT solutions enable manufacturers to answer key questions regarding brand innovation and renovation programs, including:
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What is the true impact of a program across the product portfolio, taking into account cannibalization and halo effects?
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Are there consumer segments or retailer types that respond better to the program? Why?
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How should marketing and merchandising support be tailored accordingly and which trade spend activities drive the greatest ROI?
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Is there a targeted way to structure the roll-out of the program in a way that can maximize portfolio profitability?
Learn how a leading manufacturer used APT's Test & Learn for Stores™ to optimize brand innovation and new product introductions in the New Product Introduction Case Study.
