TY - GEN
T1 - Sustainable Line Extensions as a Blueprint for Brand Visibility
T2 - 11th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2024
AU - Ramírez Pagès , Alba
AU - Zaragoza, Belén Derqui
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
KW - Distruptive Innovation
KW - FMCG
KW - NoLos
KW - Retail
KW - Sustainability
UR - http://www.scopus.com/inward/record.url?scp=85204578056&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-69192-8_9
DO - 10.1007/978-3-031-69192-8_9
M3 - Conference contribution
AN - SCOPUS:85204578056
SN - 978-3-031-69194-2
SN - 978-3-031-69191-1
T3 - Springer Proceedings in Business and Economics
SP - 85
EP - 92
BT - Advances in National Brand and Private Label Marketing - 11th International Conference
A2 - Gázquez-Abad, Juan Carlos
A2 - Ruiz-Real, José Luis
A2 - Occhiocupo, Nicoletta
PB - Springer Nature
Y2 - 8 July 2024 through 10 July 2024
ER -