Warning! Brands at Retail – Your Product Development Process Is Harmful To Your Health

This is an excerpt; To read the full article, click the title.


Typical 5 Step/Gate Product Development Process:
1. Discovery/Scoping
2. Building the Business Case/Plan
3. Development
4. Testing & Validation
5. Product Launch

This process has one major flaw if you are a brand whose business case is primarily built on accessing the consumer through the world of retail – the retailer is predisposed to prefer a private label solution …

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If Coke Needs Retail Leverage Then You Do Too


Coke’s Freestyle system hits on several of our 5 points in how to gain Retail Leverage.

#1 Have The Hot Product With No Substitutes
#3 Be A Top Revenue Vendor


No matter how big your brand is, you still need Retail Leverage
If they big guys need leverage, what does that say about the smaller challenger brands?
Figure out what you have to exploit that others don’t and leverage it.
If you don’t have something unique / different / better, then be prepared to move to the 6th, rarely spoken of, painful way to get Retail Leverage: Price.

To read the full article, click on the title!

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Maximizing Test Store Performance (A Must-Read for Challenger Brands at Retail)


What should you do when your fate at retail is dependent on your product’s performance in a handful of “test stores?” If your sell-through is strong, then your product line gets rolled out to all stores nationally – if not, then your door practically closes forever at that retailer with that product line, even down the road when the “new and improved” version hits the market. The real question that we all struggle with is “Should my company put forth any efforts to stimulate demand in a test store environment, even though we know that those efforts will not likely be replicated upon national roll-out?” The answer is an unequivocal, “yes!”

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