The paper developed the paper for the
National Association of Chain Drug Stores (NACDS) outlines a step-by-step framework to facilitate a better way for manufacturers and retailers to work together across the supply chain in an effort to decrease the notoriously high failure rate of new product launches.
Report highlights:
The four step framework identified provides a reliable roadmap of factors, events, inputs and outputs that aid both manufacturers and retailers in their quest to drive growth and market differentiation:
- Understand: Eliminate preconceived notions of each other and establish a joint definition of launch success beyond just sales/volume targets.
- Commit and collaborate: Establish detailed milestones and success criteria and assign specific responsibility and accountability for each element.
- Execute: Provide transparency to potential launch issues and develop contingency planning in advance for likely scenarios to avoid overreacting to expected events.
- Review: Sales performance is not the only measure of success. Devoting time to post-launch analysis establishes a common perception of the launch effectiveness.
For more information on the report, please contact
Michael Hartman via email or at +1 (678) 419 1386.
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