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Ioatio
Eablig Mltifaceted
Come Podct CEO eachig beyod the familia
IBM GLOBAL BusInEss sErvICEs
 
Expanding the Innovation Horizon  
 
Enabling Multifaceted Innovation
Come Podct CEO eachig beyod the familia
CONSUMER PRODUCTS INDUSTRY
“Services-related offerings recognize the fact that  products are getting increasingly commoditized …profitability will be under threat if some form of differentiation is not achieved.” 
– CP industry respondent, IBM Global CEO Study 2006 
Introduction
The come podct (CP) idty ha thied fooe 100 yea by itodcig ioatie, eeydaypodct that poide coeiece at a eaoable pice.Hitoically, CP fim tageted the “ma maket” withboad maketig ad badig tategie ad widepeadditibtio thogh a coeiet, ad ofte defeetial,etail chael. Fo may yea, podct lie exteio,ew adetiig campaig ad packagig chage weefficiet to tai acceptable gowth.Today, howee, may CP fim opeate i low gowthcategoie ad the ability to gow i complicated by maychallege:• rapidly chagig come pefeece ad theemegece of mltiple come egmet withdiffeet tate, ale ad hoppig patte• Itee competitio fo mid, wallet, tomach ad helfpace• Pee fom ieto fo both top-lie ad bottom-lie gowth• Demad fom powefl etaile fo ew podct, eweice ad bette tade tem, i additio to competi-tio fom piate label.so, how ca CP compaie fid ew way to gow?
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