Name of the game is no longer simply advertising

As trends of "increasingly promiscuous behavior of shoppers is chipping away at the notion of brand loyalty", companies are being forced to reevaluate their focus on advertising. Bain & Company partner Richard Webster states that, "brand owners are recognizing that... the [buyer] decision is happening in the stores, not in the home". As a result of this trend, he points out that a "winning strategy" is placing a larger focus on recipe innovation and pack sizes rather than simply TV promotion.

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