JOCKEYING FOR POSITION
What is brand positioning? It’s relatively easy to identify your CPG product’s value proposition. But positioning your product in the harsh retail environment is quite another story. Think of the value proposition as a broad description of your products features,...read more
ONE THROAT TO CHOKE!
Depending on what you’re selling, how much you are selling at a time, and how you’re selling it, you will have different approaches to how the sale is made. You may also have different approaches to how the initial sale is made vs. how the subsequent sales are made....read more
There are many sites and companies out there that will take your money and file a trademark on your behalf with the USPTO. They will walk you through the process which typically involves searching to see if anyone else has already trademarked your logo, documenting...read more
Effective CPG sales strategy planning requires a knowledge of, and respect for, the harsh realities of the retail marketplace. It’s a multifaceted landscape into which your product must fit, survive, and thrive. Due to the physical nature of the distribution system,...read more
SERVICING ALL THE PLAYERS
We are interviewed on this subject on a regular basis. The interviewers are usually podcasters, radio show hosts, or magazine writers. They are interested in practical and doable advice from a successful CPG producer. They want to know what customer service is for a...read more
IT COSTS MONEY TO MAKE MONEY!
One of the biggest mistakes we see being made by new CPG branded product producers is they simply follow the net sales calculation formulas designed for accounting. This formula seems plausible and to the inexperienced, it may even seem complete. But it’s far from...read more
“WHAT HAPPENED TO MY BRAND?”
To rebrand or not to rebrand? That is the question! Whether it is nobler to be new and different or tried and true? More than a few brands have disappeared as a result of well-meaning rebranding and repositioning. This is especially true of CPG brands. Unlike personal...read more
PRICING YOURSELF OUT OF THE MARKET
The price elasticity of demand is an economist’s way of describing what everybody who has ever had a business already knows: Generally, your price is determined by the market. Wouldn’t it be nice to raise your prices and see no decrease in demand? You’d be rich! But...read more