The State of CPG Innovation with NIQ's Jenny Frazier & Justin Belgiano
The CPG Guys
Introduction
Kantar reveals annual top 100 valuable brands. Apple retains its crown as the world's most valuable brand for the second year in a row. Nine brands return to the top 100 including Colgate, Sony and Ampers. Two new Chinese brands join the top 100 ranking for the first time.
The CPG Guys are joined in this episode by Jenny Frazier Omni-Solutions Commercial Leader for the US & Justin Belgiano SVP NA Retail Measurement Products at NIQ, the world’s leading consumer intelligence company, reveals new pathways to growth for retailers and consumer goods manufacturers. With operations in more than 100 countries, NIQ delivers the most complete and clear understanding of consumer buying behavior through an advanced business intelligence platform with integrated predictive analytics. NIQ delivers the Full View.
This episode is sponsored by NIQ.
Follow Jenny Frazier on LinkedIn at: https://www.linkedin.com/in/jenny-frazier-0335b8/
Follow Justin Belgiano on LinkedIn at: https://www.linkedin.com/in/justin-belgiano-8751b23/
Follow NIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/
Follow NIQ online at: https://nielseniq.com/
Jenny and Justin answer these questions:
1) So let’s jump right into it. NIQ has seen trends shape over the last 3 years - what is your take in a post covid world with these trends and innovation - are there categories that are leading the way ?
2) We can agree the world is now omnichannel. This surely must mean incubating a SKU cannot anchor on the traditional endcap and TV ads? What’s needed to incubate innovation these days? (Justin)
3) As I mentioned TV is old school, yahoo and google are also old school, give us the scoop on what is full funnel marketing - how much emphasis to put on lower funnel ecommerce vs upper funnel acquisition for innovation?
4) Talk to us about data on innovation, it’s availability, synthezation and conversion to insights, what types of data do you work with that can truly tell a story to launch a product - what data and metrics matter to keep track of innovation launches?
5) Predicting the future is never easy, leave alone what’s transpired the last 3 years. What puts you in a position to be confident in what you help the industry predict if innovation will be successful and should be launched? What services do you offer in this space?
6) What emphasis should a brand place on ecommerce or the lower funnel piece - what matters - content or SEM investments?
7) Lastly, what’s next, what are the focus areas for the next 12-36 months?
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
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