Leveraging FSIs as a Key Element in New Product Launches

Oct 6, 2005 5:11 PM

Download the full whitepaper Leveraging FSIs as a Key Element in New Product Launches

Each year, Consumer Packaged Goods (CPG) manufacturers introduce many new products to retail store shelves. These new products may be as simple as size or flavor extensions of existing brands, or as complex as new category pioneers. Regardless of how large or small the innovation, a marketer launching a new product faces many challenges: differentiating it among existing brands; overcoming awareness deficiencies; and meeting ROI pressures. Roughly 50-75% of new products that make it to retailers’ shelves are out of the market within two years due to these challenges.1

To improve the likelihood of new product success, brand and marketing managers leverage various promotion tools, including couponing and advertising through Free Standing Inserts (FSI). For years, FSIs have played a critical role in new product launches and successes. But are there FSI strategies and tactics that are more prevalent and successful than others? How do value and frequency strategies change over time and across product categories?

Download the full whitepaper Leveraging FSIs as a Key Element in New Product Launches

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