A MOVING TARGET!
How do you achieve value based pricing? Is it your idea of the value of your product, or is it what it cost you to produce it? Is there some outside, independent measure of value? Or is it based on a perception? These are the questions branded product producers...read more
MURDER OR SUICIDE?
Most brands aren’t killed by the competition so much as they die from self-inflicted wounds. This is especially true with branded products in the consumer packaged goods space. During the 20 years we spent building the famous Barefoot Wine brand, it almost died on...read more
WHAT DO YOU STAND FOR?
Consumers today realize that they are voting with their purchases. The world we live in is the result of the products we buy. It’s not enough for brand builders anymore to provide the best, the cheapest, or the most for the money. Now, more than ever, your brand must...read more
I DID NOT KNOW THAT!
CPG Business Plans Vs Reality The day after you launch your new consumer package goods product, your business plan takes a back seat to your cash flow projection. The CPG business plan is a great way to theorize how things are expected to unfold in the marketplace....read more
IF IT AIN’T BROKE, DON’T FIX IT!
Most brands don’t die because they are murdered by the competition. Most brands die of self-inflicted wounds. In the time we built the Barefoot Wine brand, we saw many brands come and go in the marketplace. Most of them fell victim to their own rebranding campaign....read more
NOW WITH XYLITOL!
By hawking a well-known and desirable ingredient which is included in your product, you can capitalize on the pre-existing demand for that ingredient. This is especially true in the consumer packaged goods space. After all, a big part of marketing is identifying with...read more
Every CPG business wants to win in the market. They all want the competitive advantage. Many of them break into the market with a bang, but are unable to sustain their competitive advantage, and go out with a fizzle. The real challenge is not to just gain the...read more
COMPARED TO WHAT?
The first price your customers hear or see is the price from which they will reference all future pricing messages. In other words, the first price is the anchor that they will keep coming back to in their minds when considering higher or lower prices for the same...read more