Question

Topic: Research/Metrics

New Product - Post Launch Review

Posted by raghupathi_rao on 1/14/2017 at 12:08 PM ET 25 Points
Dear all

Do you have any templates presenting criteria for a new product post launch review? Typically this will consist of the following:
1. Consumer, trade & market KPis – eg: % awareness, % acquisitions (new consumers or shifts from other formats), % repeats, market share vol & value, distribution metrics, channel spread etc
2. Financial kpis evaluation - Net sales, gross margin, trade spend, listing fees, potential cannibalization from other brands or formats etc
3. Technical closure - Monitor Quality & Industrial performance including actual shelf life tests
4. Overall learnings from launch: eg: what went well, and what could be improved, so these are used for future launches or doing course corrections.

Do you have any templates covering the above or atleast point number 2.?
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RESPONSES

  • Posted by mgoodman on 1/14/2017 at 4:57 PM Accepted
    I'd start with the specific goals you set going into the launch. How did you perform against those?

    Dredging up metrics after the fact doesn't tell you how well you did because there's no opportunity to define what you were trying to accomplish in the first place. For example, was the objective to maximize trial, or was it to maximize profit? Or was it to spend the entire budget?

    I once expanded a brand to national distribution with the objective of reaching at least 75% ACV distribution in less than 18 months. I succeeded, but the cost (mostly in listing fees and trade spend) was such that we actually lost money in the process. (That was OK, because we expected to make it all back in the subsequent months/years.) If the key metric had been profitability, or staying within [the original] budget, I would have failed.
  • Posted by Shelley Ryan on 1/31/2017 at 5:27 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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