BCI BluePrints NPD Goal Setting - Blue Chip Interactive Limited

NPD BluePrint

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

Goal Setting & Business Planning

The launch plan for any NPD (as content is always tailored to product, category etc) consists of three key things:

1) Research

Researching and understanding the current landscape of where you are currently at.

2) Goal Setting

Setting out clear and measurable goals of where you want to be.

3) Launch Plan

Developing a launch plan that encompasses trade and consumer / shopper.

This section looks at one of three key learnings from our biggest FMCG test programme for NPD launches – goal setting.

Goal Setting: What you want to achieve

Once the landscape has been analysed, the next stage to consider is what you want to achieve – both in the short and longer term. Setting clear goals and objectives for your launch, underpinned by your current positioning and offering, is essential in helping to formulate the launch plan – especially as some categories in food and drink will only give one chance for success in a time-frame of as little as four weeks.

Approaching this by listing all hard and soft Key Performance Indicators (KPIs) and then prioritising them by business and consumer relevance can help you map out your goals across a time-frame.

We have included some example (KPIs) and matrix map below. The axis can be changed to suit your business priorities.

Example KPI’s

Hard KPI's

Sales Volume
Sales Value
Repeat Purchase
Market Penetration
Ranging
Traiting
Shelf Space
Category Positioning
Category Growth
Upweighted Basket Spend
New Listings in Existing Channels
New Selling Channels
Reviews and Ratings
Recommendations
Social Media Engagement Levels

Soft KPI's

Retailer Relationships
Buyer Relationships
Consumer Perceptions / Brand Tracker
Social Media Engagement (Content Themes)
Consumer Memory Recall (ATL / Shopper Marketing)
Category Leaders / Voice of Authority

Example Prioritisation Matrix