Concept development within the world of FMCG is one of the things that I thoroughly enjoy. It's so much fun to see those ideas behing crafted into concepts and then developed into the very tangible products that you and I see everyday on the supermarket shelves. I also find it very rewarding to see that good concept development (that includes products that execute the concept benefits) gets rewarded with high distribution, good margins and high sales volumes.
So, how do one recognise a good concept. Well, first of all, a good concept is not something that's simply written once and then... "Hey, I've got a great concept here and it's going to be a winner!". No, the first thing a good concept needs is a strong idea that delivers against an insight or specific need in a clear target group. This is a very good start! Too often rushed marketeers rush straight to the idea stage without thinking about target groups, needs and insights. This often leads to a whole lot of ideas but also a whole lot of weak ideas.... Need to stop for today but I will get back to this in FMCG Concept Development part 2.