COSTA IMC Blog

If you walk into a pharmacy, grocery store, toy store or any other retail environment, you will most likely feel overwhelmed by the vast amount of offerings. Take toothpaste, for example. Just within the Crest brand alone, (www.crest.com) there are more than ten different varieties to accommodate varying consumer preferences – those looking for whiter smiles, younger looking smiles, or even a natural way to clean teeth.  But at what point does “more” turn into “too much?” As companies pose this question, many are deciding to cut back on the number SKUs.

It’s hard to believe that any company ten, twenty or thirty years ago would have thought of this dilemma as a sales and market share hurdle. But today, it’s a reality that many organizations are struggling with.

This, combined with a negative trend of financials results, is what Bath & Body Works (www.bathandbodyworks.com) is struggling with. The company’s CEO, Diane Neal, just announced a 40% cut in product offerings in some of its retails outlets.

What would you say is the most effective way to address this issue? If you were a CEO managing brands with multiple offerings what would you do?

Please share your ideas.

Flip through the pages of any business or marketing publication and you’ll find lengthy articles on corporations nationwide who are committed to carrying the torch for social responsibility.

From becoming green to helping get homeless people off the streets, it seems that everyone is trying to win the race or title of “most socially responsible company.” But are they truly accomplishing a social/community-focused objective? Are their motivations truly altruistic or are they simply looking to maximize their ROI and grow shareholder returns?

Which companies do it well? Which companies need a lesson in selfless giving?

Please share your ideas.