Abstract:

A manufacturer who is aware of each Multiple's company philosophy is in a good position to present new products in the light of that knowledge, and to emphasise those aspects that will most readily attract a favourable response. But a company philosophy is by no means the most powerful of the influences that will determine the eventual acceptance or rejection of a new product. Other key factors involve the category into which the new product falls and what it can do for the multiple's position; the support factors such as the manufacturer's standing in the market; his relations with the trade, the presentation of the new product, the advertising support, and the packaging; and the deal itself, in particular, the price which tends to reflect the importance of the launch. Only the right combination of all these will secure retailer acceptance and what is 'right' will obviously vary from retailer to retailer.