Is your product positioning "corn fed?" Why do I ask? If you've read Polan's The Omnivore's Dilemma then you already know cows don't eat corn. Cows eat grass. And if you try to make cows eat grass then 40% of the herd will die unless you feed the cows massive quantities of steroids, hormones and antibiotics to keep them alive.
A rancher in the eastern Sierras just passed me. On his bumper was a sticker that boasted "corn fed elk." Same thing. Elk don't eat corn. Elk eat grass. So like Clint Eastwood I must ask you: "Are you artificially stimulating the success of your product positioning strategy with massive infusions of cash and marketing support?"
This expenditure is exactly the same thing as infusing cattle or elk with artificial life inducing steroids, antibiotics and hormones. Want to get your consumer package good product (or a product in any other category for that matter) on a more beneficial grass fed positioning? Reply if interested.
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?