In the past, consumer goods companies launched product after product with predictable success. New products were backed by meticulous research, consumer insights and a blaze of publicity. However, modern marketers are realizing there is no formula for a successful product story.
The 4Ps of marketing are getting upended by e-Commerce and buffeted by demographic and economic forces. The holy grail of consumer loyalty is now part of mythical folklore. Consumers now seek products that are utilitarian as well as convenient.