The innovation advantage: How advantage can drift EP: 2/3
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The innovation advantage: How advantage can drift EP: 2/3
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Watch podcast on YouTube: The innovation advantage: How advantage can drift
Incrementality ranges from -40% to +40% — even when share grows. Share gain doesn’t equal advantage.
In episode 2 of our innovation series we discuss:
· Why 50–80% price premiums can hold — if designed properly
· How 15–25% smaller packs shape trial without eroding value
· Why promotions should drive discovery, not dependency
· The channel choices that reinforce premium positioning
Incrementality isn’t luck. It’s architecture. When pack, price, promotion and channel are designed as behaviour shapers, not commercial afterthoughts, innovation performs very differently.
Speak to and expert and find out more: Creating the innovation advantage - Worldpanel by Numerator
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