01.01.70

(FCPC) is thrilled that many of its key recommendations are included in the report concerning increased transparency; addressing the many regulatory delays manufacturers mug when bringing new, innovative products to market; more proactive communication with business; improved efficiencies to move goods over the bounds; and greater reliance on electronic services.

FCPC specifically recommended that the control publicly report on how long it's taken to move products through the regulatory system and is pleased that the Commission included this in their terminating report.

FCPC is encouraged with the government's commitment to the "One-for-One" initiative and is work on the Federal government to move swiftly on the recommendations announced today.

QUOTES

"The rash recommendations released today are much needed steps forward that will earmark our industry to achieve more sustainable growth and ultimately help achieve new and innovative products to Canadians. Canadians will benefit because the commission has done great vocation by working collaboratively with government, stakeholders and industry. Now industry wants to see some change on the recommendations.

Source: Canada NewsWire (press release)

01.01.70

Marketing Week (MW): What was the most fascinating thing you did with research and insight in 2011?

Simon Pollock (SP): We used both a shopper lab [take off supermarket] and packaging research agency The Big Picture to get a better wisdom of developments in packaging.

Using a shopper lab allows us to create a licit-life environment and get respondents to review the product. One of the simplest things we accomplished was about our messaging hierarchy on pack. For example, one of our brands has a series of sub-ranges but consumers didn’t even perceive - they thought of it as one product range rather than multiple product ranges, even though the products are functionally very different.

Previous research told us [the design was] alright and people could see the differences [in by-product range] when prompted. But this particular research highlighted an issue that we invent has been holding the brand back.

We’d been doing packaging research in the same way for 10 or 15 years and it equitable took a small change [to make this difference].

Source: Marketing Week

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