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Studies have estimated that product launches of new consumer packaged goods fail at a rate of 80%. Recent research has revealed that product life cycles are growing shorter (see the Law of Diminishing Brand Loyalty) and the need for faster and more frequent new product development is increasing.Another study found that 33% of new industrial products failed at launch. One reported survey stated that out of 100 proposed new ideas, 39 begin the development process, 17 survive the development process, 8 actually reach the marketplace and 1 eventually reaches its business objectives. All too often people come to Launch Engineering AFTER their product launch has failed... to find we had the new product development tools they SHOULD have used...You can defy the statistic 80% of new products fail" by:
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![]() Forecasting Sales of New ProductsForecasting sales for new product launches is a particularly strong forte for Launch Engineering. Techniques such as "Chain Ratio Forecasting is second nature to us. If you want us to assist you in accurate forecasting, how to utilise BPI (Buying Power Indices), CDI (Category Development Indices) to develop your own BDI (Brand Development Indices) just give us a call. A perfect example of marketing management science at workIn 1987, Leigh Cowan was developing the marketing plan for the NSW Bicentennial Number plate (which incidentally, remains the most successful number plate launch in the world). Utilising Chain Ratio Forecasting his forecast sales of the product to be 265,250 sets of plates. He was wrong... by 250 sets! They sold 265,500 sets of plates. Even the international giant 3M, associated with the launch, was impressed at the accuracy of the forecast. |
Launch Engineering Pty Ltd © 2008 Tel: +61 2 9904 5355 Fax: +61 9904 5366 Email: launch@launchengineering.com Located at: Level 6, 97 Pacific Highway, North Sydney Mail to: PO Box 7, Cremorne Junction NSW 2090 AUSTRALIA |