Most small and medium-sized manufacturers, regardless of the product category, simply don’t have the financial resources to support sustained advertising and promotional campaigns. In terms of establishing brand presence and driving top-of-mind awareness, deep-pocketed large companies will always hold a competitive advantage over smaller players.
But in true David versus Goliath fashion, there are some meaningful ways that small and medium-sized manufacturers can gain an edge. By combining smart strategic thinking with effective packaging and merchandising, they can beat their larger competitors where and when it really matters: at the retail shelf.