BCI BluePrints NPD Success Benchmarks - Blue Chip Interactive Limited

NPD BluePrint

Our Best Practice Guide to maximising the success of your NPD activity.

NPD Success Benchmarks

Success on a new product launch will be category / sector specific. However, the typical benchmarks as a rule of thumb include:

→ 75%+ distribution

→ 5%-6% penetration / 1.5m households

→ Consumer demand

→ Repeat rates of 25%+

→ Attracting incremental consumers to a category (or sub-category)

→ Upweighting basket spend

McCain Jacket Potatoes

We helped McCain achieve a 13% penetration increase and recruit 300k new users for its Ready Baked Jackets launch.

NPD Agency Briefing Checklist

Every brief is specific to each project. However, for NPD launches it is useful to have the following information prepared for the agency briefing process:

INFORMATION ON TRIGGERS TO THE NPD

CLEAR KPIS FOR LAUNCH

BRAND / PRODUCT / OFFER POINTS OF INTEREST / DISTINCTIVENESS

SUCCESSES AND FAILURES ALONG THE WAY (INCLUDING LEARNINGS FROM OTHER PRODUCT LAUNCHES)

ACCESS TO ANY RELATED RESEARCH CONTENT

ANY CHANNEL / RETAILER JOINT BUSINESS PLANS (JBPS)

MEASUREMENT METHODS

BUDGETS, IDEALLY WITH GOLD, SILVER, BRONZE SCENARIOS

MINIMUM 4 WEEK LEAD TIME

INTERNAL CHAMPION / PROJECT LEAD

COLLABORATION AND PARTNERSHIP

NPD BENCHMARKS & AGENCY BRIEFING CHECKLIST

If you would like to learn more on ways to successfully launch NPD, then please click through to The Landscape, Goal Setting and The Launch Plan where you can find some helpful information.

Vileda Extra Power

We developed a launch campaign in only 3 days, helping Vileda expand its portfolio, generating interest and sales in a category that typically has low interest.

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