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Archive for August, 2010

The Politics of Potatoes

August 17, 2010 Leave a comment

How much unrealized profit do you have sitting on the shelf? If only you could get past the politics...

Assuming you have a product that has become a shelf potato and it looks like you can bring it alive, how do you get past the politics?

One general theme affects politics of potatoes: perspectives about money. On the one hand, companies easily minimize development costs when they are excited about a new product. Meanwhile, the marketing costs required to redeem a shelf potato flash onto everyone’s radar screen. So overall, your biggest challenge is shifting the corporate eye from the fresh, new thing to the reality of finding the highest returns for the lowest investment. Read more…

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Categories: Uncategorized

Avoid Shelf Potatoes: Do It Right the First Time

August 16, 2010 Leave a comment

Avoid Shelf Potatoes by succeeding the first time. This is critical both with retailers and inside your company. Consumers are more forgiving.

A shelf potato has failed in its first attempt to make a first impression. And that means that corporate and retailer politics may be stacked against efforts to make them come alive.

So, the most important Shelf Potato lesson is that AVOIDING them in the first place is your best way to success.

How can products avoid becoming potatoes? Learn from the lessons here. Know when you need communication to drive a product and either supply that communication or don’t proceed with introduction. Use research (and honest introspection) to detect problems ahead of time. Negotiate carefully with retailers to ensure the right placement. And, avoid putting a product at mass retail before you’re ready. Quite often, retail merchandisers will love a product but not be the best judges of the challenges it will face on the shelf. Read more…