Case study: communication and product development driving halo effect within the CPG industry

Autores/as

DOI:

https://doi.org/10.31637/epsir-2024-1110

Palabras clave:

CPG innovation, disruptive Innovation, case study, retailers: FMCG, food, bakery, halo effect

Resumen

Introduction: Countless innovations may not succeed, yet it is crucial for companies to innovate in order to survive. Through the years, we have seen many cases of innovation failures in the Fast-Moving Consumer Goods (FMCG) industry in Spain. This research determines the key factors driving innovation success and growth for a well-established Consumer Packaged Goods (CPC) brand. Methodology: Case study method. The research included in-depth qualitative analysis, utilizing sources such as company representatives, point-of-sale data, communication channels, and interviews with industry experts. The research is focused on explaining how the brand strategically achieved success through innovation, introducing approximately 15 products in the last 5 years. Results: Research shows that specific focus on product innovation and communication strategy are crucial, and unveils that innovation contributes to the overall success of the parent brand, that is what is called the halo effect, also the importance of a strong distribution network in the FMCG industry. Discussions: Through this study, insights on how to do successful innovation in Spain in FMCG are provided and describe the factors affecting the biggest challenge of the growth market. Conclusions: The combination of product innovation, communication strategy, and distribution has proven crucial for success in this highly competitive market.

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Biografía del autor/a

Alba Ramirez Pages, University Ramon Llull

Lecturer and researcher at Ramon Llull University. Consultant in sustainable innovation in food and beverage. With more than 10 years of experience working in the food, beverage, quick service restaurant and hospitality industry.

Marcos Polo López, Universitat Ramon Llull

Dean of Blanquerna Faculty of Communication and International Relations, professor and researcher in advertising and consumer behaviour.

Aleksandra Krtolica Lukic, Universitat Ramon Llull

Coordinator and lecturer of the Degree in Advertising, PR and Marketing at Blanquerna, Faculty of Communication and International Relations.

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Publicado

2024-12-04

Cómo citar

Ramirez Pages, A., Polo López, M., & Krtolica Lukic, A. (2024). Case study: communication and product development driving halo effect within the CPG industry. European Public & Social Innovation Review, 9, 1–15. https://doi.org/10.31637/epsir-2024-1110

Número

Sección

INNOVANDO EN NARRATIVAS EMPRESARIALES: PERSUASIÓN Y ADAPTACIONES A LA NUEVA SOCIEDAD