New products are the lifeblood of FMCG. But after 3 years on the market, over 90% are failures, despite time, effort, and millions of dollars. To be successful, a new product has to be not only a long term success with the consumer, but must also hit key benchmarks in its first year. And to hit those benchmarks, it must achieve significant distribution levels co-incident with launch advertising and promotion. When consumers are stimulated to buy, the product must be available, and visible. 
Otherwise the ad and promotion money is largely wasted. But many new brands don’t make it to the shelf when the advertising breaks. Listings are not store distribution, and head office designed POGs are not implemented shelf sets.
How to address this issue? It doesn’t have to be a losing battle. ShelfScope can tell you which accounts and stores* have distribution for the new product, and more importantly, which stores do not. We’ll help you set the priorities for addressing follow-up. See these case histories to show you how.
