April 24, 2014,
Consumer behaviour, Guru in a Bottle, Innovation, Marketing practice, News 
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Over the last decade, marketers of branded fast moving consumer goods (FMCG) on both sides of the Atlantic have struggled to withstand the onslaught on their market share from challenger and own-label brands.
The result of increased competition – largely fuelled by globalisation – is that some marketers have been forced to radically re-think their retail and marketing strategies in order to stay ahead of the game. So it may surprise you to learn that packaging innovation has become the ‘go-to’ marketing strategy for these FMCG marketers in order to preserve and boost profitability.
US-based MeadWestvaco Corporation (MWV), a global leader in packaging and packaging solut...
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