With the frenetic pace at which new products hit the shelves, every marketer today faces a tough challenge in creating and executing a busy ‘New launch’ calendar. Add to that the millions that get spent on product concept and design, product development, marketing and promotion including huge media buy, and negotiating trade terms. In this backdrop, it is imperative every marketer objectively assesses the efficacy of these investments by measuring tertiary sales and its driver, viz. the time lag of new products in hitting store shelves, offtake and offtake trends of new products vis-a-vis competition across channels, ensuring products are made available at the right time at the right store and optimum visibility for the new product at every store that matters.
Retail Scan has proven experience in carrying out large scale product offtake and availability studies for its clients through a customised panel of outlets that range from small groceries to large neighbourhood supermarkets.