really grow your business you need to have a pipeline of new winning
products that can build on the successes of your brand and business
competencies. These may manifest themselves as either brand extensions
or as replacement products for those that are at the end of their market
to achieve sales of new winning fmcg products you will need to
gain store distribution through customers acting as gate keepers
to their store fixtures. An effective fmcg product commercialisation
strategy must therefore include the development of a clear product
listing and market growth rationale for all potential customers from
both a trading and consumer viewpoint.
Oxygen has formulated its own methodololgy to achieve new product
success by integrating established research and development practices
with category management processes.
category management processes ensure that proposed new products
are supported by a clear marketing rationale and a category plan
that is developed in tandem with the product development programme
to enable sales teams to maximise product listings and product sell
through with customers from launch.
services are often combined with defining
services to ensure that new products will have the necessary category
credentials, consumer and customer propositions to achieve store
distribution and category standout.
Jones can provide a full category management and project
management support throughout the new product commercialisation
process as either an integrated member of an existing business team
or on a stand alone basis by reporting directly to a project leader
or to the project sponsor of each programme.