This is the first in a three part series written by Eric Ashworth, Chief Strategic Officer of Anthem Worldwide for the package design website Popsop. His manutailing concept is an intriguing take on Private Brand.
Manutailing: Part I – The Current Landscape
The time is right for the marriage of CPGs’ new product development expertise and retailers’access to shoppers and ability to execute. Today there are constant questions about traditional media’s effectiveness, a segmented customer base, and a vast majority of purchase decisions being made at the store shelf. In this light, who can justify the traditional brand or new product development cycle? Something more insightful, more collaborative and – above all – more agile is called for. This is manutailing.
The following is the first of three installments beginning with an evaluation of the current market landscape, followed by the history of the private label, and concluding with a closer at Manutailing.
The Landscape Is Changing
Today, retailers – specifically grocery and mass merchandisers – are rethinking conventional business models. Once relegated to replicating CPGs’ offerings with a lower price and lesser-performing “value” alternative, they are now creating brands based on distinct consumer need states. And this, given the recent history of PL success stories – including Kroger’s Disney wellness line as well as Safeway’s Eating Right and “O” Organics – is just the beginning of larger changes to come. There are three key elements driving this belief:
- Consumer Behavior:
Comprehensive analytics of loyalty card data are providing deep behavioral insights into retailers’ customers. By understanding the combinations of purchases in shopping trips and analyzing switching behavior over time, retailers are gleaning insights and perspective that surpass those available to CPG’s.
Eric Ashworth is Chief Strategy Officer for Anthem Worldwide where he leads large-scale branding initiatives for major retailers and CPG companies across the globe. Eric has held senior brand and marketing management positions at global branding agencies and consumer product companies. Eric has served as a guest lecturer on brand strategy at the Haas School of Business at the University of California, Berkeley.