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NEW PRODUCT DEVELOPMENT
GOAL
MARKET QUESTIONS
Monitor the launch of a new
product for a FMCG brand
to optimize investments and
marketing efforts.
METHODOLOGY
- How does the shopping behavior for the new product
evolve over time?
We combine sell-out data with
loyalty cards data of about
350,000 loyal households.
We analyze and deliver to our
client weekly reports outlining
shoppers’ Key Performance
Indicators as well as the impact on the category.
- Which is the source of the new volume: cannibalization or
competitors?
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- Which are the most effective ATL and BTL marketing activities?
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LAUNCH TRACKING: OPTIMIZE THE MARKETING
INVESTMENTS FOR A NEW PRODUCT
INSIGHTS
The launch was not meeting
client expectations just for
the first weeks: the repeat
rate was satisfactory, but the
trial was low. The marketing
mix needed to be fine-tuned,
in order to increase the product’s appeal.
ACTION
The marketing budget allocation for the new product was
reviewed with the goal to generate a higher level of penetration within different target of shoppers.
A direct marketing action was implemented through a
“trier-gets-trier” promotion to improve the awareness and
the trial.
After that, the new product was able to meet client expectations of volume and revenue.
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