70% of launches fail, yet internal targets hinge on winning with launches and millions of dollars are invested with limited confidence in the success of the launch. This capability is used in-between concept development and deployment of consumer & trade plans to the market.
How It Works
A concept is put into the Launch Simulation with up to four different launch scenarios. Each scenario is run through an identical simulation with different ways of bringing the launch to life AND with Shopper Design thinking included in each simulation. Brand Choice and Brand Equity metrics are measured in each simulation vs. a key competitor to isolate which elements drive the best metrics.
Consumer segmentation, Claims optimization, Retailer HQ Launch presentations with Simulation results, Shopper Design integration into Consumer, E-Comm, Retail plans. Agency & Functional Playbook hand-offs
Will your launch Win or Lose?
Why do so many new launches, despite significant planning and research, fail to deliver vs. objective? Because there is an important step overlooked by most Brands when launching new products.
Having spent 20 years in Consumer-Packaged Goods, there was a commonly used stat that 70%-80% of all new launches will fail. For most businesses, new launches are the lifeblood to deliver overall business objectives. The cost of getting a launch wrong after it is in the market is high, which is why businesses invest so much money in qualifying and optimizing an initiative before launch. So, what is missing in most launch plans?
At a macro level, there are three steps to launching with excellence and most Brands do Step 1 — testing the Consumer concept - very well. Answering questions such as: What is the launch's key benefit? Does the message resonate with our target? Does the launch differentiate my Brand vs. competition?