be more responsive.
“I think there is broader awareness that
the quality group isn’t an independent department. They have a big impact on operational efficiencies and in achieving those
objectives,” Madden concluded.
When it comes to a company’s primary objectives, paramount is selling products. And
in the household and personal care market,
consumers buy into promises—the more
bells and whistles the better. Often what
puts a product over the top (and into a shopping bag) in today’s hypercompetitive market is third party data that backs up a claim.
“If you can find a way to make products
stand out more, such as testing to prove that
yours is better, that might be worth the investment,” Linck said.
And that might prove more critical in
2010 and beyond as shoppers have become
more comfortable with private label prod-
ucts (see Editor’s Page, p. 10 in this issue).
There’s greater pressure on brand mar-
keters to document why their wrinkle
cream, window cleaner or laundry deter-
gent has added value or improved per-
formance over a store brand.