How targeted collaboration between retailers and manufacturers promotes the success of new product launches

Download How targeted collaboration between retailers and manufactures promotes the success of new product launches

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:
  1. Understand: Eliminate preconceived notions of each other and establish a joint definition of launch success beyond just sales/volume targets.
  2. Commit and collaborate: Establish detailed milestones and success criteria and assign specific responsibility and accountability for each element.
  3. Execute: Provide transparency to potential launch issues and develop contingency planning in advance for likely scenarios to avoid overreacting to expected events.
  4. 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.