Supply Chain: What is considered a "successful product launch" in the FMCG market?
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I am working in an FMCG company and every time we launch a new product, which is about every 3-4 months, I have to manage a bad launch with shortages and losses (Finished Goods and Packs). How do I manage risk?
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Answer:
By definition, a product launch will have non-defined demand. Matching supply to such demand is an impossibility. The solution lies on the side of "Demand Management" in real sense of the word. The best example is Apple: create hype, create queues and always make sure supply is just a little short to pump up the hype. I know it is easier said that done for FMCG - that is why you will have to adapt 'demand management' to your customer profile and product portfolio - but the answer lies somewhere there.
Vivek Sood at Quora Visit the source
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