Product Launch Decision Testing And Demand Forecasting Using Virtual Store Shelves
Ayumi HigakiMarketing Intelligence Division, Intage Inc., Japan
THE NEW PRODUCT ENVIRONMENT
The market environment for new products has become increasingly inhospitable since the 1990s. Data from SCI, the leading consumer panel survey in Japan, reveal the harsh market conditions: 745 new brands in 38 processed food categories launched in 1995 and 1996 (excluding instances of simple line extension). One percent of these new products had captured market share of 5% or higher, and 3% had captured share of 3% or higher one year after launch. The results also...