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To really grow your business you need to have a pipeline of new winning products that can build on the successes of your brand and business competencies. These may manifest themselves as either brand extensions or as replacement products for those that are at the end of their market life.

However, to achieve sales of new winning fmcg products you will need to gain store distribution through customers acting as gate keepers to their store fixtures. An effective fmcg product commercialisation strategy must therefore include the development of a clear product listing and market growth rationale for all potential customers from both a trading and consumer viewpoint.

Brand Oxygen has formulated its own methodololgy to achieve new product success by integrating established research and development practices with category management processes.

These category management processes ensure that proposed new products are supported by a clear marketing rationale and a category plan that is developed in tandem with the product development programme to enable sales teams to maximise product listings and product sell through with customers from launch.

These services are often combined with defining winning products services to ensure that new products will have the necessary category credentials, consumer and customer propositions to achieve store distribution and category standout.

David Jones can provide a full category management and project management support throughout the new product commercialisation process as either an integrated member of an existing business team or on a stand alone basis by reporting directly to a project leader or to the project sponsor of each programme.