April 15, 2011

Duh, winning! Because there are no losers in this. GlaxoSmithKline will be able to funnel its extensive marketing dollars into a stable of poised-to-explode brands, niche marketers can take those brands being sold and breathe fresh marketing life into them and retailers now benefit most of all because a greater portfolio of brands are being marketed with gusto.

May 17, 2010

It wasn’t too long ago that SKU rationalization became commonplace, as many retailers attempted a course correction toward more profitable sets — establishing performance metrics that possibly favored bigger brands and their store-brand equivalents over slower-moving and slower-building brands. In other words, niche products. But now retailers are acknowledging they may have cut too much, opening a pathway of opportunity for many suppliers, especially those of promising niche brands. And, as the industry juggles the impact of a weak economy, ongoing consolidation and SKU rationalization, there’s no doubt that the role of the broker, or sales and marketing consultant, is changing and growing increasingly vital to niche brands and even retailers.

May 25, 2009

The value of niche is in the customer that a niche manufacturer brings through the door. Sometimes it’s measured in incremental opportunity, such as a prophylactic acne offering among a sea of acne treatments. And sometimes it’s measured in what happens if that niche brand is not on the shelf, driving the customer to another retail outlet. That value doesn’t change in a tough economy, but the factors that establish whether or not a niche manufacturer ever gets to the shelf, and stays on that shelf, do. There are two significant challenges for niche in today’s economic climate — SKU rationalization and the availability of capital.

May 18, 2008

In today’s immediate-gratification market of retailing, niche brands aren’t given the opportunity of the slow build that they may have been afforded in decades past — creating an environment that demands concrete success in as little as six months, according to several sales and marketing consultants throughout the industry.