Few places epitomize the fundamental problem with the universal innovation process as clearly as new product development in consumer packaged goods companies.
Brands fight for share side-by-side on the retail shelf and to compete effectively need a stand-out package design.
A brand's message is carried throughout its advertising, packaging, online, and promotional campaigns. Marketers must choose their words and imagery carefully.
Balancing entire product lines and choosing the optimal pricing strategies are key challenges for CPGs.