Many success factors remain the same during critical times
Brands always win with innovation and physical presence
Brand winners – more and better innovation
Brand winners bring more new introductions to the market, and they achieve a higher return on these investments than brands that lose share.
… and more store listings
Key to the success of new products for brand winners is that they help them develop physical presence – retailer listings increase among winners and go down among losing brands.
… and in-store visibility gains
New products for brand winners help to enhance assortment size, to gain shelf presence, unlike brands that lose share and typically cannibalise existing SKUs with their launches.
Watch the 4th video of our Consumer Pulse Crisis Video series
When inflation bites, shoppers watch prices far more closely, and that quietly rewrites the maths behind every pricing decision. In the fourth episode of Consumer Pulse: The Crisis Series, Professor Harald van Heerde (Research Professor of Marketing, UNSW Sydney) joins Richard Herbert to unpack what marketing elasticities reveal about pricing in uncertain times.
