SSP Conference Scientific Poster, showcasing on 10/2 at 4:45-6:15pm. Poster P-54
Presented by Michael Nestrud, PhD. (Curion), in collaboration with Carrin Merkel (Curion), and co-authored by Mike Coffel, Manager, CMI (Nestlé)
How Brands Stay Relevant From New Launch to Maintenance
There is a great deal of product innovation associated with keeping FMCG products on shelves and in consumers’ minds for years, decades, or even longer. After a product is launched and established in the marketplace, brands shift from the New Launch mindsets to Maintenance and Renovation mindsets, nurturing a different set of tactics to respond to marketplace pressures such as competition, supply chain disruption, consumer needs evolution, or other consumer and economic pressures.
Balancing Tradition and Change for Iconic Brands
Products from brands that have existed for decades or even centuries have changed many times over in small and big ways to stay relevant. These changes can lead to renewed growth if done well, or consumer rejection if the brands lose track of what matters to the consumer.
Strategic product testing is required to risk mitigate these changes and predict consumer alienation, adoption, or something between to guide brands through various lifecycle stages to renewed growth.
Nestlé’s Success Story: Nurturing Billion-Dollar Brands
Nestlé and Curion are discussing their track record of billion-dollar brands that have been on shelves and in consumers’ hearts for decades or longer.
We share how we partnered together to review and update risk mitigation strategies for product changes to the Beverage portfolios, leading to an official process change at Nestlé.
Finally, Nestlé and Curion discuss the value of expanding alienation measurements beyond tactical quantitative information to a more wholistic consumer perspective.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
