Consumer Goods

Success: WKD

  • CAN376320
  • 12 Pages
  • March 2014
  • Consumer Goods
Summary
Brand guardians can benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This case study examines how price-marked packs have emerged as a way of reinforcing the affordability of many FMCG products in the UK grocery arena, while helping to drive impulse purchases.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is WKD considered a compelling case?

- What consumer insight underpins the brand's success?

- Which consumer trends has WKD capitalized on?

- What can I learn from WKD's success?

Key Highlights
As consumers relentlessly shop for the best price, PMPs are being used to reinforce the affordability of a wide range of FMCG products in the UK.

The sustained success of previous price-marked packs prompted an extension of WKD's latest approach. It also supported the timely introduction of a new Brazilian-themed stock-keeping unit.
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