[Roman Cylkowski] South African FMCG brand owners need to ‘gear up' on their knowledge and expertise concerning the area of brand extensions, and proactively ‘get up off their assets'! That is if their loyal users are to be heard!
[Roman Cylkowski] With the pace of technology constantly bringing with it new options, the old phenomenon of going to the movies is being replaced by the ‘let the movies come to us' revolution. Intuitively it would appear that the local cinema industry seems to be losing the war to the emerging ‘let's catch a flick at home' market.
[Roman Cylkowski] Strategic alliances can deliver true innovation, creating new categories, rejuvenating consumer interest and driving organic growth. Those alliances that are focused on powerfully branded, easy-to-experience innovations that are designed around the consumer allow for premium pricing and are drivers of growth. Being at the forefront of identifying shifts in consumer behaviour is essential to capitalising on that next great idea, selecting the right partner to turn that vision into value, as both Philips and Groupe SEB have done, joining forces with leading brewers to deliver the ideal home draft beer systems
[Roman Cylkowski] Developing successful co-branding relationships requires commitment and investment from both parties. Philips and Sara Lee provide us with a great example of how companies can effectively develop such partnerships to drive innovation and create new markets, enhancing their brand equity.
[Roman Cylkowski] Product and brand life cycles in the chocolate confectionery market are shortening, partly due to the intense competition in the marketplace. One of the ways in which companies are extending the life of their brands is through line and brand extensions.
[Roman Cylkowski] In today’s increasingly dynamic competitive environment, companies with established brand names are capitalising on the strength of these names, using them to enter new product categories. The rewards can be great, but if the extension delivers attributes at odds with what consumers expect, core brand dilution can occur.
[Roman Cylkowski] Driving innovation in an FMCG environment can be harnessed through partnering up of brands that share similar target markets. Problem is, we just aren’t seeing any of this on our supermarket shelves.
[Roman Cylkowski] Smart national FMCG companies are using outsourcing initiatives as part of their product development strategy to compete in new product categories, minimising their risk of failure while protecting their local brand interests and ensuring that consumers are able to purchase the latest products the world has to offer.