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Optimize New Product Introductions
Alignment of new product strategies
with the needs and business goals of each category -
then selection of specific products to be introduced,
introduction planning, and event execution & measurement
in accordance with this strategy.
This
improvement concept focuses on:
- the need for manufacturers, retailers and
partnerships to develop an improved understanding
of consumer needs and desires to avoid launch
failures,
- ways of eliminating complexity and reducing
time and costs associated with new product introductions.
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Optimize
product introductions is the most difficult ECR
concept to implement due to:
- difficulty assessing product success ahead
of launch,
- traditional friction between trading partners,
- the fear of branded launches being copies
into private label,
- lack of trust
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The savings produced by the concept depends on the volume
/ importance of new products in a given category.
The scorecard looks at the strength of internal developments
and assessment processes and key aspects of joint activity.
Additional Resources
IBM point of view: Innovation in new product development for profitable growth
See ECR
Europe Publications on Efficient
Product Introductions.
Global Innovation Outlook 2.0 - IBM 2006 - Executive summary, Read on screen, High resolution for printing
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