If there is one piece of advice that manufacturers should bear in mind when competing for premium shelf space in big box stores, it is that product and equipment development are inextricably linked. A product is only as innovative as the process used to manufacture it.
If the manufacturing process can be easily duplicated by the competition using standard equipment, than the product is probably better classified as a modification, not a new innovation. Similarly, advanced and flexible manufacturing processes may ensure that retailer demands are met, but will do nothing to ensure that the product moves off the shelf.
An analysis of today’s leading brands would surely reveal that a combination of product innovation and proprietary and flexible manufacturing processes were responsible for their eminent position in the market.
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