In this activity, you need to review the recent new product launch results across different firms. How well did their respective launches go? Can you get a sense of their relative strengths/weaknesses from these results?
ACTIVITY/TASK
|
Firm A |
Firm B |
Firm C |
Firm D | |
| Target market size |
1m |
1m |
1m |
1m |
| Trial % |
20 |
40 | 20 | 10 |
| Repeat % | 40 | 20 | 60 | 50 |
| Penetration % |
8% |
8% |
12% |
5% |
| Average quantity | 20 | 25 | 30 | 10 |
| Average frequency | 3 | 3 | 4 | 2 |
| Volume – units | 4,800,000 | 6,000,000 | 14,400,000 | 1,000,000 |
| Average price | 5 | 6 | 4 | 10 |
| Volume – $’s | 24,000,000 | 36,000,000 | 57,600,000 | 10,000,000 |
| Retailer penetration | 10 | 60 | 40 | 20 |
| Launch spend | 2,000,000 | 20,000,000 | 10,000,000 | 2,000,000 |
QUESTIONS
- Based on these results, which firm achieved the best launch results?
- Review the results and highlight a positive and a negative aspect of the results for each firm.
- Can you get a sense, from the numbers, of the quality/value of their product and how well they executed their launch campaign?
- What top-level recommendation/s would you have for each firm?
