Steve Rosenberg

Steve Rosenberg
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Steve Rosenberg

Phone: 914.762.7850

Fax:
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Steve Rosenberg heads up TAB Westchester based in Briarcliff Manor, N.Y. Steve has 18 years of experience in brand management and marketing consulting, most recently as Vice President of Marketing for four years at Reckitt Benckiser, the worldwide leader in household products. Steve led well-known brands such as Lysol and Easy-Off. He has broad experience leading large national and international businesses, and was responsible for all aspects of managing large brands, including finance, marketing, sales, business growth strategies and human resources. More recently he has turned his attention to helping small businesses develop and implement strategies for growth. Steve possesses three academic degrees, a bachelors degree from the University of Michigan, a masters of social work from Hunter College School of Social Work and masters of business administration degree from New York University.

Steve RosenbergTAB Westchester
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Steve Rosenberg

Phone:
...
Steve Rosenberg heads up TAB Westchester based in Briarcliff Manor, N.Y.Steve has 18 years of experience in brand management and marketing consulting, most recently as Vice President of Marketing for four years at Reckitt Benckiser, the worldwide leader in household products.Steve led well-known brands such as Lysol and Easy-Off.He has broad experience leading large national and international businesses, and was responsible for all aspects of managing large brands, including finance, marketing, sales, business growth strategies and human resources.More recently he has turned his attention to helping small businesses develop and implement strategies for growth.Steve possesses three academic degrees, a bachelors degree from the University of Michigan, a masters of social work from Hunter College School of Social Work and masters of business administration degree from New York University.
...
Steve Rosenberg

Steve Rosenberg 5 Avondale Court

Some of the most spectacular failures (e.g., New Coke, Ziploc TableToppers, Cottonelle Moist Wipes) have been consumer packaged goods (CPGs), so we decided to talk to CPG insider Steve Rosenberg to get his thoughts on common mistakes and best practices that increase the odds of success.

A 16-year CPG veteran, Rosenberg is the former Vice President of Marketing at Reckitt Benckiser where he was responsible for, among other things, new product innovation for Lysol, Easy Off, Mop & Glo, Old English, Glass Plus, Lime-A-Way, Rid-X , as well as the relaunch of Veet depilatories. Here's what he had to say:

Copernicus Mzine: Companies introduce thousands of new consumer packaged goods each year, but very few are considered successful (i.e., profitable after three years). As a CPG insider, why do you think that is?

Rosenberg: In many cases, companies do not execute well against the product and spending plan they tested.
...
Rosenberg: I believe that focus group feedback at the early idea stage is important, so you get to hear real consumer reaction to your ideas.
...
Rosenberg: I believe the entire process is fascinating, but it is particularly interesting to track the evolution of a new product idea from conception to launch… the more exciting new products are those that evolve from an attribute-based concept to more of a benefit-based concept.
...
Rosenberg: Here goes:
...
Steve is currently an independent consultant and his areas of expertise include brand strategy and new product development for both large and small businesses. He can be reached at ROSECLIFF2000@aol.com.

Steve Rosenberg
...
Steve Rosenberg

914.762.7850

Steve Rosenberg

Phone:
...
Steve Rosenberg heads up TAB Westchester based in Briarcliff Manor, N.Y.Steve has 18 years of experience in brand management and marketing consulting, most recently as Vice President of Marketing for four years at Reckitt Benckiser, the worldwide leader in household products.Steve led well-known brands such as Lysol and Easy-Off.He has broad experience leading large national and international businesses, and was responsible for all aspects of managing large brands, including finance, marketing, sales, business growth strategies and human resources.More recently he has turned his attention to helping small businesses develop and implement strategies for growth.Steve possesses three academic degrees, a bachelors degree from the University of Michigan, a masters of social work from Hunter College School of Social Work and masters of business administration degree from New York University.
...
Steve Rosenberg

Steve Rosenberg5 Avondale CourtBriancliff Manner, New York 10510

Phone: 914-762-7850Fax: 914-923-0404

Steve Rosenberg, TAB Westchester
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Steve Rosenberg
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Steve Rosenberg joined TAB as a seasoned brand management veteran who has many years of experience holding increasing responsibility for the business management of brands. Similar to running a small business, managing a brand entails responsibility and accountability for all the aspects of running a business, including business planning, marketing and sales, P&L/cash flow, legal and regulatory issues, and leading a team of managers and employees. He specializes in growing businesses through his expertise in market and opportunity analysis, brand strategy and execution, and new product development and launch.

Steve holds a B.A. from the University of Michigan and a M.B.A. in Marketing from New York University (1987). Most recently Steve was VP Marketing at Reckitt Benckiser, a global household, personal, healthcare and food products company with annual sales of over $6 billion. The company is the worlds #1 manufacturer and marketer of household cleaning products (ex. laundry care) with operations in 60 countries and sales in 180 countries. In North America, RB manufactures and markets such well-known brands as Lysol, Electrasol, Jet Dry, Woolite, Spray n Wash, Airwick, Easy Off, Resolve, Frenchs Mustard and Veet depilatories.

In his four years (1999-2003) as Vice President of Marketing for Surface Care and New Initiatives, Steve had P&L, marketing strategy and new product development/launch responsibility for all the surface cleaner brands (Lysol, Easy Off, Mop & Glo, Old English, Glass Plus, Lime-a-Way, Rid-X) and also managed a New Initiatives group. Steve led and coached a team consisting of over 30 marketing professionals and he created a much more efficient and effective organization structure for the newly merged company. Steve was part of the RB North America senior management board.

Since leaving the company in late 2003 Steve has turned his attention to helping small businesses grow their business. Having been in the corporate world, he has turned his attention to the growing area of small businesses, where he believes he can bring his experience and knowledge to help small businesses improve their performance and grow, and is currently working as a consultant to small businesses.

He possesses a versatile and unique combination of business management skills and coaching abilities that make him perfect for facilitating peer groups and providing individualized direction for clients.

Some of the most spectacular failures (e.g., New Coke, Ziploc TableToppers, Cottonelle Moist Wipes) have been consumer packaged goods (CPGs), so we decided to talk to CPG insider Steve Rosenberg to get his thoughts on common mistakes and best practices that increase the odds of success.

A 16-year CPG veteran, Rosenberg is the former Vice President of Marketing at Reckitt Benckiser where he was responsible for, among other things, new product innovation for Lysol, Easy Off, Mop & Glo, Old English, Glass Plus, Lime-A-Way, Rid-X , as well as the relaunch of Veet depilatories.Here's what he had to say:

Copernicus Mzine: Companies introduce thousands of new consumer packaged goods each year, but very few are considered successful (i.e., profitable after three years).As a CPG insider, why do you think that is?

Rosenberg: In many cases, companies do not execute well against the product and spending plan they tested.
...
Rosenberg: I believe that focus group feedback at the early idea stage is important, so you get to hear real consumer reaction to your ideas.
...
Rosenberg: I believe the entire process is fascinating, but it is particularly interesting to track the evolution of a new product idea from conception to launch, the more exciting new products are those that evolve from an attribute-based concept to more of a benefit-based concept.
...
Rosenberg: Here goes:
...
Steve is currently an independent consultant and his areas of expertise include brand strategy and new product development for both large and small businesses.He can be reached at ROSECLIFF2000@aol.com.