Success: Andrex Eco

Success: Andrex Eco

Category : Consumer Goods
July  2013  Pages : 10



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Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Andrex Eco won Product of the Year 2013.


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.

Reasons To Buy
- Why is Andrex Eco considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends has this product innovation capitalized on?

- What can I learn from Andrex Eco success?

Key Highlights
Andrex Eco was voted Product of the Year 2013 in a survey of over 12,000 UK consumers.

Despite its ethical credentials, the product was priced the same as the brand's standard packs, thereby enticing price-conscious, possibly less ethically minded shoppers as well with its value-added benefits.
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