New Product Pipeline News

Discussion
Jul 14, 2004
George Anderson

New Product Pipeline News


By Al McClain and George Anderson


New products are the lifeblood of consumer packaged goods manufacturers and the retailers that resell their products. Making the most of new product introductions is tantamount
to achieving success in today’s competitive marketplace.


Few manufacturers have had greater success in the new product arena than Procter & Gamble (a RetailWire sponsor). Prilosec’s switch from Rx-to-OTC, Febreze and Swiffer are
just a few examples.


The company recently held a media day to introduce new items P&G has planned for the consumer marketplace.


One of P&G’s newest rollouts is not your run-of-the-mill product found on the shelves in food, drug or mass outlets. Febreze ScentStories scent machine looks like a portable
CD player and it plays themed scented discs.


The consumer controls the intensity (volume) of disks with themes like ‘Strolling Through the Garden’ and ‘Exploring a Mountain Trail.’ The player has a suggested retail of $34.99
(P&G plans to do couponing) and the disks, which will run for about 50 hours, sell for around $5.


P&G said it is targeting the ‘scent-involved’ shopper with this product. The company believes it will hold high appeal for consumers during holidays and seasonal periods.


Moderator’s Comment: What are the “best partnering practices” manufacturers and retailers should follow to maximize
the performance of new products? What do the parties need to do to maintain the momentum once the newness of the product has worn off for the consumer?

George Anderson – Moderator

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