New product launch

Drug Launches. Drug Launches [66] records and documents new product launches throughout the world. Data are compiled directly by 60 IMS companies located throughout the major markets of the world. Each entry records trade names, active ingredients, marketing companies, pack information, launch date, indication, and therapy class. This product is commercially available in several formats. 

Contrary to the commodity chemical business, the key to win in the specialty products market does not lie in squeezing out profits by means of economies of scale or process optimization. Rather, it lies in the ability for fast new product launches in order to capture the largest market share as soon as possible. Since superior product quality and performance is what really differentiates one specialty product from another, the product properties need to be adjusted as required by business needs. For example, the ability to manipulate functional chemicals in detergent products such as enzymes and zeolites, as well as backbone chemicals like surfactants, is often the key to success for both the detergent manufacturers and chemical suppliers [3], This trend has created an urgent need for an efficient and effective product and process development for these products. 

New drug launches The new R D technologies adopted by pharma come to fruition and revert the <-slump in new product launches Pharma does not succeed in collecting the high-hanging fruit, and more stringent rules (e.g.,economic ones) further hamper new product launches... 

Despite the sharp increase in development cost, the number of new products launched and their sales expectations remained fairly constant (Lumley and Walker, 1992). It has been calculated that in the UK even the best selling 10% new drugs require longer than the effective life-span of their patents to recover the research and development cost the majority of new pharmaceuticals cannot recoup these cost even after more than 20 years (Prentis et al., 1988). 

The pharmaceutical industry must invest more in research and development than any other industry to discover innovative drugs and therapies to fulfill medical needs. Because of the high R D cost and to meet growth expectations and goals for new product launches, many companies are constantly reorganizing their research operations to be more effective [1]. 

For the iast seven years as a pharmaceuticai/medicai saies representative, I have gone to war at least once every six months. War in this business can come in the form of a new product launch (both yours and your competitors), an FDA (Food and Drug Administration) product recaii, and media hype about your product (both good and bad). Each of these can be both dangerous and even deadiy to your business. 

Regular monthly meetings should be set up with local sales representatives to discuss what is projected for the next month. The sales representatives should also meet with the technical groups to get updates on new product launches and possible requirements for other products. This is another way to communicate news back and forth between the organizations. 

Vice-President New Product Launches Michael Lange... 

Integration with product innovation. Each company values product innovation and has focused on building strong horizontal processes for the intersection of S OP and new product launch. 

Supply Chain Focal Points for the Next Two Years Improving demand planning Saving costs Shortening cycles Network design New product launch effectiveness Channel sensing Revenue management... 

Supply Chain Tactical Planning Demand Forecast Category Management Sales and Operations Planning New Product Launch Category Management... 

Market-driven demand management utilizes data from market and channel sources to sense, shape, and translate demand requirements into an actionable demand response bidirectionally from market to market. A true market-driven forecast is an unconstrained view, or a best estimate of market demand based on channel data. Demand shaping is based on campaigns to combine price, new product launches, trade and sales promotions and incentives, advertising, and marketing programs to impact what and how much customers will buy. 

Demand shaping happens when companies use sales and marketing tactics like price, promotion, new product launch, sales incentives. 

The lifeblood of a corporation is new products. A new product launch is an example of where a marketing-driven approach can yield big dividends. The number one issue for new product launch failure is the lack of good demand insights. 

When companies launch new products, they can now use action buttons to sense the market response to their new product launches. These data can then be used to build forecasting models. For example, if a fan in a company s loyal demographic wants the new product, it is a powerful causal factor to put into a demand forecast. If the majority of consumers hate the product, it is probably time to rethink the product build plan. The value is the speed at which a company can access this insight. Instead of a 7- to 14-day latency to get channel data, the company is able to see the end consumer s response in near real-time (1 to 2 days). 

Figure 3.10 Use of "Action Buttons" in a New Product Launch source GiantNerd.com...

DEMAND SENSING AND NEWELL RUBBERMAID NEW PRODUCT LAUNCH... 

Figure 3.11A and B Listening and Learning in New Product Launch Produce Saver source Neweii Rubbermaid, SXSW Presentation, 2010... 

Semifinished product Forward coverage of events Promotions, new product launch, etc. 

One of the issues is the lack of analytics. An order is not an order. Orders vary by demand type (e.g., replenishment or turn orders, orders to satisfy the needs of a promotion, orders to satisfy the needs of market demand for a new product launch, etc.). The cost of an order can vary based on cumulative net profit. However, in a supply chain today, there is no visibility to make these differences actionable. A typical company has a profile such as the one shown in Figure 5.2. 

When companies shape demand (the combination of price, promotion, marketing, sales incentives, and new product launch), dollars are spent to stimulate purchase behavior and increase sales lift. Most often, these demand levers are not pulled singly or separately instead, they are used together. As a result, data analysis is difficult. 

What is the most effective combination of price, promotion, advertising, or sales strategy for the new product launch ... 

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