Sustainable Line Extensions as a Blueprint for Brand Visibility: Learning from the NoLo Spirits Experience

Alba Ramírez Pagès, Belén Derqui Zaragoza

Producció científica: Capítol de llibreContribució a congrés/conferènciaAvaluat per experts

Resum

Innovation is key for brands to stay competitive and meet changing consumer needs. To cater to the growing demand for healthier and more sustainable options, alcoholic beverage companies are innovating by reducing or eliminating alcohol content in their drinks. However, disruptive innovation in the food industry has been estimated to have a success rate of 2%. The concentration in retail and the rise of limited-assortment retailers create a vicious cycle: reduced distribution leads to lower sales forecasts and constrained marketing, exacerbating product failure rates. This limits both innovation introduction and consumer choice. The study examines the impact of alcoholic beverages’ No and Low line extensions on brand performance at the point of purchase. It focuses on the effects of successful line extensions on traditional brands in retail settings. The paper follows a descriptive observational analysis on 291 stores. The research shows that innovative products at the point-of-sale can give parent brands more shelf-space and visibility, making it easier for consumers to recognize them, increasing the chances of success. Further, the study reveals that retailers tend to favor innovative brands.

Idioma originalAnglès
Títol de la publicacióAdvances in National Brand and Private Label Marketing - 11th International Conference
EditorsJuan Carlos Gázquez-Abad, José Luis Ruiz-Real, Nicoletta Occhiocupo
EditorSpringer Nature
Pàgines85-92
Nombre de pàgines8
ISBN (electrònic)978-3-031-69192-8
ISBN (imprès)978-3-031-69194-2, 978-3-031-69191-1
DOIs
Estat de la publicacióPublicada - 2024
Esdeveniment11th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2024 - Oxford, United Kingdom
Durada: 8 de jul. 202410 de jul. 2024

Sèrie de publicacions

NomSpringer Proceedings in Business and Economics
ISSN (imprès)2198-7246
ISSN (electrònic)2198-7254

Conferència

Conferència11th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2024
País/TerritoriUnited Kingdom
CiutatOxford
Període8/07/2410/07/24

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