Learn how to create consumer positioning that drives purchase decisions, builds brand relevance, and outperforms on shelf—backed by real shopper insights learn more. We guarantee a retail performance lift when you engage with SmashBrand for complete product strategy, design, and testing services that follow the process. As a rebranding firm, we work with various industries, including food and beverage, pet, cosmetics, technology, and home goods. While our services best fit tangible products in the cpg brand positioning agency, we are open to discussing these services with other sectors. Their specialized focus on packaging design ensures your products stand out on the shelves, significantly impacting consumer perceptions.
This involves understanding your unique selling proposition (USP), identifying your target audience, and analyzing competitors to find a niche where your brand can excel. With a solid brand identity and strategic positioning, your CPG brand positioning agency can thrive in a competitive landscape. In this environment, brand development ensures your company stands out across every touchpoint. A clear brand architecture helps define your brand marketing strategy, guiding everything from digital engagement to physical store presence. A new brand entering the omnichannel space must carefully consider its brand building process to effectively connect with its potential customers. A cohesive marketing strategy is essential to avoid confusion and losing loyal customers.
The reality is that many CPG brands have inadvertently built their marketing intelligence on data foundations they do not own or control. What do kosher food brand Manischewitz and plant-based pioneer Impossible Foods share in common? Beyond filling specific grocery aisle niches, both marketers recently turned to independent creative agency Jones Knowles Ritchie (JKR) to reinvent themselves to win over wider swaths of consumers. Everything, from corporate brand messaging to individual product stories, should flow seamlessly. Innovations that don’t align with the core brand message create confusion and weaken the strong brand perception you’ve worked hard to build. Brands need a clear hierarchy to signal premium, core, and entry-level offerings.
Concept testing aims to diagnose which designs or messages are the most effective and resonate with customers. By conducting concept testing, businesses can narrow their design concepts to the top performers, which can help them create more effective branding and messaging strategies. The framework should include identifying the brand’s unique value proposition and analyzing its competition. A successful brand positioning framework can lead to increased customer loyalty, a competitive advantage in the market, and higher sales conversion rates. Implementing a brand positioning strategy can be risky if not done effectively. It may confuse the target audience or fail to differentiate from competing brands.
E-commerce, for instance, is enabling companies to have direct oversight of distribution and shipping, leading to improved punctuality and reduced instances of out-of-stock products. These platforms also provide a unique opportunity for CPG brands to engage directly with their customers and understand their needs better. Nestlé tops the charts with nearly $104 billion in 2023 revenue, leveraging AI and e-commerce to double consumer data and enhance engagement. Procter & Gamble excels in personal care and household products, using AI for personalized offers and reporting a 7% e-commerce sales increase. PepsiCo leads in beverages, focusing on recyclable packaging and health-centric products. Unilever and Coca-Cola round out the top, with the latter facing challenges from shifting consumer preferences but maintaining iconic status through digital platforms like its Lens Platform.
Third, CPG marketing professionals have a wide variety of promotion channels at their fingertips, thanks to the rapid development of the Internet. We translate strategic foundations into creative campaigns that resonate with your target audience across all touchpoints. Our content creation combines strategic insight with creative execution to ensure your brand message isn't just seen—it's remembered and converted into action. We design content that flows naturally through today's non-linear consumer journey, from awareness to conversion. In conclusion, reaching out to CPG marketing agencies requires thorough research, tactics, and a well-crafted message that showcases your brand’s unique value proposition.
These strategies tap into the psychology of scarcity, one of the best ways to convince consumers to “act now” before being interrupted by other brands vying for their attention. In today’s world, promotions are a necessary part of an activation strategy for any brand seeking growth. Now that we have a baseline of historical and researched insights into CPG brands let’s examine real-time opportunities based on what consumers are currently attracted to.
Read the full paper to find out which brands have used Instagram to not only take on entrenched competitors, but usurp them. Sherina Florence, ECD of Ogilvy in New York, talks with Ogilvy.com about why creative teams made up of different perspectives are crucial. Brands searching for a connection with audiences shouldn't just schmooze them with a moving image, but leave an idea burning inside them.
Needless to say, this gives them an invaluable understanding of industry needs and requirements. Of course, JRG Partners also prioritize up-to-date industry guidelines while evaluating prospects. And they’re leveraging these industry relationships plus advanced technology to access passive talent in highly competitive markets. Health and well-being products will occupy a larger share of the CPG markets. Influenced by the powerful COVID-19 pandemic, more and more people start paying attention to their physical and mental health.
Paid search advertising can be a powerful tool for driving brand awareness and increasing sales; that explains the massive $5.2 billion ad spend within the first three quarters of 2021. The best strategy for CPG marketing entails conveying the right messages to the right people at the right time and place. On TikTok they launched #MarmiteFirstTimers, a content series where influencers voiced their “icks”, and created funny content around the stereotypes linked to the brand. In Smart Water’s case, they went all in on Zendaya, one of the most iconic names on the planet, as opposed to activating multiple smaller influencers. When you’re as influential as Zendaya, it’s hard to go wrong, and from the comments, we can gather that Smart Water won over a lot of new customers thanks to the actress.
CPG brands must start with, and continuously leverage, quality branding to remain relevant and competitive in today’s fast-paced consumer landscape. Valued at nearly $11.5 trillion globally in 2021 — and predicted to hit nearly $19 trillion by 2031 — the consumer packaged goods (CPG) industry saw its omnichannel sales grow by 8.4% in 2022. Now is the moment for consumer packaged goods (CPG) companies to sharpen their competitive edge, and double down on actionable market research. Consumer behavior is shifting faster than ever (thanks, TikTok) and relying on assumptions or outdated data isn’t retro, but risky. An additional element that has proven incredibly helpful has been allowing working dollars of programs that nest under the same objective to flow freely where KPI performance is strongest. This makes these programs compete for funding and creates the conditions needed for continuous improvement.
According to a McKinsey & Company survey of major CPG leaders, their growth demands require marketing that’s far more sophisticated, predictive, and customized than ever before. When social media first came on the scene, marketers were quick to jump on the bandwagon and were eager to promote their products and push out their messaging. Many are still doing this, overlooking the fact that social media is an incredible way to engage directly with customers, whether they be super fans, complainers or people seeking assistance. Curion Insights is known for its expertise in consumer packaged goods and sensory research. Gone are the days of having a separate in-store and online marketing strategy, if you want to win shoppers effectively and efficiently. The digital shelf is key to driving both awareness and purchase, regardless of position in the physical store.
What we’ve learned by watching organizations succeed—and fail—at creating an effective employee experience. Entertainment industry veteran and Grammy Award-winning creative brings more than two decades of pioneering experience. How brands and companies can provide both realness and expansiveness in a world that finds itself in fight-or-flight mode. The global publication cited Ogilvy's new business wins, attracting key talent, and Borderless cpg brand positioning agency as key drivers of the recognition. When it comes to businesses tackling racial inequality, "doing the right thing" as a means of brand growth is back to front. In 2024, brands must not only react to culture but also embrace it, and sometimes lead it.
You'll benefit from their expertise in ecommerce optimization, which ensures your products are prominently featured and easy to purchase online, potentially increasing your sales and market presence. You can benefit from their expertise in direct-to-consumer strategy, ensuring your products reach the market effectively and efficiently. Their unique value lies in integrating data-driven methods with creative content strategies to capture the fragmented attention of modern consumers. With their targeted geo-marketing capabilities, you can pinpoint and engage your audience more effectively, increasing the impact and reach of your campaigns.
Agencies tap into market data and consumer insights to spot emerging segments and fine-tune messaging that resonates. Rapid innovation means marketing content must be refreshed often to stay current. Even pricing strategies need marketing support to ensure brands remain visible and attractive. In this environment, specialized agencies are indispensable for navigating complexity and maintaining a competitive edge.
Continuous feedback loops promote a culture of improvement, helping employees stay engaged and motivated. Yet within consumer sentiment research, there’s often a disconnect between what consumers say they’re looking for and what they actually purchase. Particularly as people feel the strain economically and go about their busy days working and raising their families, it’s often easier to grab whatever is closest and cheapest on the shelf. Marketing service providers similarly are trying to meet the cultural moment.
CPG brand positioning agency refers to the strategies and tactics used to promote consumer packaged goods. These are items that customers use daily and need to be replenished regularly, such as food, beverages, toiletries, and cleaning products. She is an experienced public relations professional who has worked with some of the biggest brands in the industry. Heather is passionate about helping purpose-driven companies grow their impact and increase their influence through strategic public relations. That’s why our premium social media management is not only a massive time-saving plan, but one of our top ROI positive services we consistently deliver to clients. This dichotomy is something Nick Graham, SVP of insights and analytics for Mondelēz International, knows well.
Get data-driven direction for your new product launch, retail media strategy, go-to-market plan, or special promotion. Understanding shopper behavior is not a one-time project, it’s an ongoing process. With so much data available today, it’s essential for brands to leverage that information to stay current with consumer preferences and industry trends. Collecting, managing, and translating data streams into actionable consumer intelligence will be crucial in the years to come. Their founder has overseen operations for more than 40 companies in 65 different grocery trade subcategories in the retail, restaurant, and e-commerce business sectors. One of the leading CPG marketing agencies, CCG values utilizing knowledge, recognizing ingenuity, and plain old fashioned hard work.
As a leader in the beverage industry, Coca-Cola sought to engage a younger cpg brand positioning agency with its “Pixel Flavor,” inspired by digital culture. But, this abstract concept confused many consumers, straying too far from the traditional, recognizable flavors that define Coca-Cola’s brand. Grocery Shop’s agenda provides the ultimate playbook for digital transformation and innovation. Learn from leaders across grocery and CPG who are embracing new digital capabilities, adopting new business models and successfully navigating tough industry challenges. Often, a rebrand doesn’t necessarily mean that a company is totally shifting its strategy. It might just mean that a company has a strategy that they believe in, but that strategy isn’t reflected in how the brand is showing up.
Taking a lesson from direct response marketing, we can increase consumer demand by creating scarcity in our offerings. Limited-edition flavors, brand collaborations (mentioned above), and seasonal product packages will spark your conversion rate and help build long-term brand equity. You need a strong dose of the truth if you think a home page and an about us page are enough efforts to display your brand story. Except for consumers interested in “the lowest prices,” your brand story affects purchasing decisions made by your target audience.
This iterative approach ensures your brand remains relevant, resonates with its target audience, and maintains a competitive edge. Brand positioning ends with a concise and captivating statement that summarizes the brand’s unique value proposition, target audience, and competitive differentiation into a powerful and memorable narrative. Firstly, it defines the target audience or market segment that the brand is designed to serve. Secondly, it articulates the unique benefits or value proposition that sets the brand apart from competitors. To identify the unique value proposition, cpg brand positioning agency must thoroughly understand the competitive landscape and determine what makes their brand unique.
Much has already been written on how agile practices enable cross-functional marketing teams to test data-backed consumer insights and initiatives and react quickly to learnings. Although many CPG companies are already using digital pods (often referred to as squads or hubs) to do some testing, these teams typically only influence 10 to 15 percent of the overall marketing spend. Second, for the design component of the tech stack, many CPG companies say they lack an adequate digital asset management (DAM) platform. This makes it hard for marketers to easily access every version of the media and creative assets that have been created for a brand. One food company, for instance, realized that a number of its existing data sets had never been linked together, including information from its call centers and recipe websites.
A functional beverage might need an immunity claim, while a snack brand may need to reformulate to meet a non-GMO expectation. In every case, operational efficiency must be considered to ensure scalability and cost-effective execution across the supply chain. With a winning concept selected, the final phase brings everything to market.
They have the knowledge and networks to identify and connect you with the brightest cpg brand positioning agency candidates in the field. The food company had revenue of about $20.28 billion for the twelve months ending September 2023, a year-over-year increase of 5.79%. Because of their long lifespans and high quality, durable goods’ packaging focuses on protection during delivery.
This ensures your brand is consistently represented across all touchpoints, empowering cohesive storytelling and maximum impact in the marketplace. Don’t guess - know which “way in” works best to promote the value and uniqueness of your product to your target consumer. Join thousands of other marketers who receive Door No. 3’s learnings direct to their inboxes.
