Why Don’t Brands Grow According to Plan? – Research Insights

“If you have fuzzy definitions, you can’t measure them. And therefore, you can’t say if you’re right or not.”World-renowned research professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science underlines why growth doesn’t always match the plan and what areas to focus on when following brand growth: the customer base, non-buyers, availability, category entry points, and more:Why physical availability is more than just distribution;Light buyers, non-buyers, and penetration;Category entry points and the 7Ws;How to grow new brands;The truth about consistency.“It doesn’t actually matter what you plan to do. If you grow, [by penetration] is how it will happen.”— Jenni Romaniuk Hosted on Acast. See acast.com/privacy for more information.