Launching new products is never a one-step process as consumer packaged goods (CPG) marketers begin with several, even dozens, of ideas that are vetted and tested with target consumers. Those ideas are then weeded down to the “chosen few,” which are pared down yet again to the single new market introduction. It is an arduous process that requires a wide array of qualitative and quantitative analyses, and the stakes are high. In fact, very few new product launches meet the milestones set before them.
During this webinar, hear the latest insights gleaned from IRI’s New Product Pacesetters™ study, an annual industry-recognized benchmark analysis of newly-launched CPG products that have achieved exceptional first-year sales. These brands are textbook examples of innovation done right and show what consumers want and need from CPG brands.
- The key product benefits that resonated with consumers across categories
- Why CPG marketers must abandon conventional category definitions
- How to increase launch success and support future brand growth
Speakers: Susan Viamari, vice president, thought leadership, IRI, and Larry Levin, executive vice president, IRI
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