March 2005 Highlights
| Director's Note: Purple Reign |
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We've written so much about the Prilosec launch over
the last 18 months, we're starting to develop a
little editorial indigestion.
Every industry has its own set of overused case
studies. For instance, have you ever heard a
discussion of retail branding that didn't mention
Starbucks, the Apple Store, or both? Do you still
nod in reverent agreement when it happens, or do you
now roll your eyes and wish for fresher examples?
Still, when you find a great example of anything,
it's hard to avoid discussing it. And Prilosec
undoubtedly is a great example. Procter & Gamble's
success story turns up twice within this month's
content highlights, and with good reason:
First, because it was the most successful new
product of 2003-2004, according to Information
Resources, Inc.'s latest New
Product Pacesetters report. And second,
because an account-specific campaign P&G
conducted at CVS for the launch earned an award
this month from the Promotion Marketing Association.
It doesn't take much effort to position Prilosec
as a "great example" to illustrate this month's
other highlights, either. Our newest
report on packaging examines the importance of
color. While the Prilosec launch was based on deep
consumer insight and supported by scores of
innovative tactics, the importance of P&G's decision
to paint the launch royal purple cannot be
underestimated.
Similarly, the newest additions to our Lecture
Hall discuss marketing to women, the target of
nearly all P&G activity. (While other
companies try not to sound sexist, P&G executives
habitually personify "the consumer" as "she.") So
while the overweight, middle-aged man is typically
considered the primary candidate for heartburn, P&G
focused its efforts on "his" belch-weary wife.
Oh, one more thing. There's a Prilosec
display (from Henschel-Steinau) among the images
in our Preview
Gallery for POPAI's Outstanding Merchandising
Achievement Awards.
So before you start rolling your eyes about this
one, you might want to take one more good look.
Peter Breen
Managing Director, Content
In-Store Marketing Institute
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| Research: New Product Pacesetters 2005 from Information Resources, Inc. |
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Information Resources, Inc. analyst Valerie Skala
Walker looks at the best-selling new packaged-goods
products of 2003-2004 and the trends that
contributed to their success. She also previews the
products "to watch" in 2005 and provides a status
report on the top brands of 2002-2003 in a report
unveiled earlier this month at the research firm's
Reinventing CPG & Retail Summit. (The Institute
chips in with articles and images for more than one
dozen of the top new products.)
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| Case Studies: The Promotion Marketing Association's 2005 Reggie Awards |
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The Promotion Marketing Association this month
bestowed its annual Reggie Awards on the most
innovative and effective marketing campaigns of
2003-2004. The Institute presents 22 case studies of
award winners with a heavy retail focus, courtesy of
the PMA. Our coverage includes more than 75 related
articles and images taken from the Institute's archives.
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| Packaging Insights: Color is the First Point of Difference |
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As it was launching Prilosec, do you think P&G was
aware that purple has become a popular color for
attracting female shoppers? (Our guess is yes.)
Resident guru James Peters looks at recent trends in
packaging colors and examines why such a basic
component can be a brand's key differentiator on the
shelf.
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| Desktop
Marketing Conference: "Ten Truths About Women Consumers" by Carrie
McCament of Frank About Women; "Mom in the Marketplace" by Gary Ruffing
of BBK |
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Women purchase 81% of all U.S. retail goods and
services. But that fact is too often lost on male
marketing executives and store designers. In
presentations delivered at last fall's P-O-P Shows,
Carrie McCament and Hope Schultz of Frank About
Women examine
the "new female reality" driving shopper trends,
while Gary Ruffing of BBK discusses the priorities
and behaviors of the American
Mom.
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| Welcome New Institute Members |
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The In-Store Marketing Institute is delighted to
welcome new and renewing members to the Institute
family. Below is a list of the companies that
graciously allowed us to crow about their decision.
Welcome aboard.
- Acushnet Company - Footjoy, www.footjoy.com
- Andersen Corporation, www.andersencorp.com
- Array, www.arraymarketing.com
- Avizia, www.avizia.com
- Bacou-Dalloz, www.bacou-dalloz.com
- Chicago Display Marketing Group,
www.chicagodisplay.com
- Culver Advertising & Design, www.culverad.com
- Display Industries LLC, www.displayindustries.com
- Fisher-Price, www.fisher-price.com
- FSi, www.myfsi.net
- General Mills, www.generalmills.com
- GN Net, www.gnnercom.com
- HomeBanc Mortgage Corporation, www.homebanc.com
- IDL Merchandising Solutions, www.idlpop.com
- LeapFrog Enterprises, www.leapfrog.com
- MacNeill Engineering Co., Inc., www.macneillusa.com
- Mass Connections, www.massconnections.com
- May Advertising International,
www.mayadvertising.com
- Motormite/Doorman, R&B Inc., www.motormitedorman.com
- Newspaper Association of America, www.naa.org
- Pratt Corporation, www.prattcorp.com
- Spring Design Partners, www.springdesignpartners.com
- Sprint, www.sprint.com
- Texas Instruments, www.education.ti.com
- Wahl Clipper, www.wahlclipper.com
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NEW in the Library... |
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Retail Handbook
Still not doing account-specific work with dollar
stores? Then you're way behind P&G, Kraft,
Frito-Lay, Kimberly-Clark and other leading CPGs, as
a new Retailer Profile of Dollar General explains.
Plus, a new profile of Ace Hardware finds a loose
co-op making strides toward becoming a unified
retailer network.
Research Library
From the Archives: "Objects, Decision
Considerations, and Self-Image in Men's and Women's
Impulse Purchases" by Helga Dittmar, et al. from the
University of Sussex.
Plus, "FMI Marketing Show Report: Trends Among
Moms" by Maria Bailey, author of Marketing to
Moms.
Case Studies
New campaigns from PepsiCo, Microsoft, Elizabeth
Arden, Bolla, Bacou-Dalloz and more than two dozen
other companies.
Plus, the latest installment of "Ricci at
Retail."
Image Vault
Get a feel for next week's OMA Awards with images
and descriptions of more than 125 entries to POPAI's
annual program.
Plus, more than 135 additional images from Dollar
General, Ace Hardware, BJ's, Costco, Wal-Mart and
others.
Lecture Hall
Preview the agenda for the May 18 In-Store Marketing
Summit by listening to
past presentations from James Damian, Best Buy's
visual merchandising chief, and consultant Kevin
Kelley of Shook Kelley.
Plus, read highlights from several presentations
given by another distinguished Summit speaker,
Wal-Mart marketing chief Bob Connolly.
Legal Corner
Gregory Gundlach of the American Antitrust Institute
presents before the California State Senate as it
considers regulating slotting fees.
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