031 - Expanding the Brand's Portfolio

Having a variety of SKUs or choices in a brand’s portfolio is a great thing, right? You can reach a multitude of customers with multiple entry points or stepping blocks for them to learn more about you. However, the biggest challenges folks don’t really see come after the product development: continuously communicating with distributors why a new SKU should be carried, shelf space competition, ongoing marketing material about the new SKUs. The behind-the-scenes work can really add up, and is it worth it? Today, we dive in to the topic of expanding the portfolio.  We hit on: Is there a life cycle or cadence to how long to carry a set of SKUs before adding new ones?  Does having too many SKUs dilute the attention for your core products?  Are there certain SKU expansions that are necessary to reach more mass consumption?  How has the reception been in markets since the release of Oak Collection? Do distributors give you more attention because you have more products in your lineup?  and much more. For questions or topic requests on upcoming episodes, email us at [email protected].