Last year, Boston Consulting
Group published an article
exploring ‘What the fastestgrowing
goods (CPG) companies do
differently’. It concluded that,
irrespective of size, the topperforming
brands all have a
common trait. ‘They develop
differentiated offerings for
their core audiences [and]
target consumers with greater
precision – using data to
develop and market products
to address their specific
preferences,’ the report reads.
In this global trends report we explore how
brands, predominantly but not exclusively
in the CPG category, are using product,
packaging and service innovation to signal
their point of difference and to make their
propositions seem more approachable to a
specific cohort of customers.
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