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

Alba Ramírez Pagès , Belén Derqui Zaragoza

Producción científica: Capítulo del libroContribución a congreso/conferenciarevisión exhaustiva

Resumen

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 originalInglés
Título de la publicación alojadaAdvances in National Brand and Private Label Marketing - 11th International Conference
EditoresJuan Carlos Gázquez-Abad, José Luis Ruiz-Real, Nicoletta Occhiocupo
EditorialSpringer Nature
Páginas85-92
Número de páginas8
ISBN (versión digital)978-3-031-69192-8
ISBN (versión impresa)978-3-031-69194-2, 978-3-031-69191-1
DOI
EstadoPublicada - 2024
Evento11th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2024 - Oxford, Reino Unido
Duración: 8 jul 202410 jul 2024

Serie de la publicación

NombreSpringer Proceedings in Business and Economics
ISSN (versión impresa)2198-7246
ISSN (versión digital)2198-7254

Conferencia

Conferencia11th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2024
País/TerritorioReino Unido
CiudadOxford
Período8/07/2410/07/24

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