RESEARCH LIBRARY

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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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White Paper: Brand Architecture - Managing Large Brands at Retail « White Paper « Industry Resources « Downloads

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Version2010
Date postedFebruary 12, 0002
Downloaded91 times
CategoriesWhite Paper

Description

For many small brands, the primary challenge at retail is simply to “break through clutterà and create an opportunity to sell. For larger brands with several feet of shelf space, such as Tide, Colgate and Campbellås Soup, visibility is rarely a problem. The challenge these brands face is that of organizing their many offerings in a way that facilitates shopping and maximizes profitability.

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