how to minimise risk for new product launches
by: Katherine Savage
New packaging can be a fickle beast. What looks great in a concept may not translate to shelf, particularly in a saturated market. When a major FMCG decided to launch a new personal care brand market, we knew that the packaging was important but the product had to test well too. Using a combination of techniques, we were able to assure the client that their new venture in a highly competitive market would be backed by their customers.
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about the author
Katherine Savage
Katherine is PLAY’s account director and resident packaging expert. She started life as a qualitative specialist before becoming a qual-quant researcher. Her 12 years of experience spans across FMCG, retail, tech, media, financial, auto, social, employer, and B2B: she loves diving into new categories and exploring the forces at play. She’s a fan of setting herself arbitrary goals and trying to complete them like translating the first Harry Potter novel from Portuguese (she hasn’t got to Hogwarts – yet!).
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