Comments on: Big CPG Players: Going On Offense In 2010? http://www.mpdailyfix.com/big-cpg-players-going-on-offense-in-2010/?utm_source=rss&utm_medium=rss&utm_campaign=big-cpg-players-going-on-offense-in-2010 Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Ted Mininni http://www.mpdailyfix.com/big-cpg-players-going-on-offense-in-2010/comment-page-1/#comment-45039 Ted Mininni Thu, 28 Jan 2010 14:04:01 +0000 http://www.mpdailyfix.com/?p=21165#comment-45039 Hi Simon, Thanks for sharing your thoughts with us. You've made some excellent points. There is plenty of room for innovative products in both emerging and developed markets. Quite right: innovations have to be meaningful and tangible to consumers, or they will drop into the marketplace with a thud. SM has its place as a marketing tool. Do I think it's the only way to go? No, I don't. But it has to be one tactic among others to implement a sound marketing strategy. Hi Simon,

Thanks for sharing your thoughts with us. You’ve made some excellent points. There is plenty of room for innovative products in both emerging and developed markets. Quite right: innovations have to be meaningful and tangible to consumers, or they will drop into the marketplace with a thud. SM has its place as a marketing tool. Do I think it’s the only way to go? No, I don’t. But it has to be one tactic among others to implement a sound marketing strategy.

]]> By: Simon Mainwaring http://www.mpdailyfix.com/big-cpg-players-going-on-offense-in-2010/comment-page-1/#comment-44953 Simon Mainwaring Thu, 28 Jan 2010 01:43:07 +0000 http://www.mpdailyfix.com/?p=21165#comment-44953 Thanks, Paul. Great questions. You can already see the upgrade in marketing efforts of big brands like Coke, Pepsi and P&G that are aggressively moving into the social space. CPG's are such an integral part of people's lives that its a natural fit. So I think it's fine to introduce innovative products at this time as long as there is a tangible benefit to the consumer. Shying away from the U.S. is dangerous, but it's not surprising big brands take the paths of lesser resistance and test their innovations on emerging markets. In fact, those emerging markets will be the dominant ones before we know it. So I think it's a wise long-term strategy. Thanks for the great post, Simon Mainwaring Thanks, Paul. Great questions. You can already see the upgrade in marketing efforts of big brands like Coke, Pepsi and P&G that are aggressively moving into the social space. CPG’s are such an integral part of people’s lives that its a natural fit. So I think it’s fine to introduce innovative products at this time as long as there is a tangible benefit to the consumer. Shying away from the U.S. is dangerous, but it’s not surprising big brands take the paths of lesser resistance and test their innovations on emerging markets. In fact, those emerging markets will be the dominant ones before we know it. So I think it’s a wise long-term strategy. Thanks for the great post, Simon Mainwaring

]]> By: Ted Mininni http://www.mpdailyfix.com/big-cpg-players-going-on-offense-in-2010/comment-page-1/#comment-44934 Ted Mininni Wed, 27 Jan 2010 22:46:35 +0000 http://www.mpdailyfix.com/?p=21165#comment-44934 Hi Paul, Thanks for weighing in here, buddy. I appreciate it. Right: few of us can come up with a "good" CPG product launch over the past year. For me, as a Kashi fan, it was cool to see the brand come up with frozen meals. Quality, flavor and lots of organic ingredients made them a hit with many consumers. They cost a bit more than the usual frozen fare, but they're worth it. As to launching products last year, I have to disagree with you. While it's true there were few new products in the pipeline, just take a look at the clutter that's already out there. Retailers were culling slow movers from their shelves in direct response to the sales slow-down and the mood wasn't too conducive to bringing in lots of new products, unless those products really had potential. . .like my frozen Kashi meals. Hi Paul,

Thanks for weighing in here, buddy. I appreciate it. Right: few of us can come up with a “good” CPG product launch over the past year. For me, as a Kashi fan, it was cool to see the brand come up with frozen meals. Quality, flavor and lots of organic ingredients made them a hit with many consumers. They cost a bit more than the usual frozen fare, but they’re worth it.

As to launching products last year, I have to disagree with you. While it’s true there were few new products in the pipeline, just take a look at the clutter that’s already out there. Retailers were culling slow movers from their shelves in direct response to the sales slow-down and the mood wasn’t too conducive to bringing in lots of new products, unless those products really had potential. . .like my frozen Kashi meals.

]]> By: Paul Barsch http://www.mpdailyfix.com/big-cpg-players-going-on-offense-in-2010/comment-page-1/#comment-44927 Paul Barsch Wed, 27 Jan 2010 21:45:05 +0000 http://www.mpdailyfix.com/?p=21165#comment-44927 Sorry Ted, but I cannot think of a single "good" CPG product launch in 2009, outside of maybe Tide Basic (and that was only in select markets). The iPhone 3G S was a good one, but doesn't count in CPG. Now another question is, if these companies had "innovative" products in the pipeline, why did they "hold" them off til 2010? It would seem to me, unless the product was "decadent", 2009 would have been a good time to launch (less clutter). Thoughts? Sorry Ted, but I cannot think of a single “good” CPG product launch in 2009, outside of maybe Tide Basic (and that was only in select markets). The iPhone 3G S was a good one, but doesn’t count in CPG.

Now another question is, if these companies had “innovative” products in the pipeline, why did they “hold” them off til 2010? It would seem to me, unless the product was “decadent”, 2009 would have been a good time to launch (less clutter).

Thoughts?

]]>