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New Product Launch

Report includes: 1 month(s) 49 day(s), from 05.04.2008 to 24.05.2008

Name

Start value

End value

Dynamic

Contains

New Product Launch

33,97 %

40,78 %

+ 6,81 %

Financial perspective	(28,5%, -12,03%)
Internal perspective	(44,3%, 4,94%)
Growth and development perspective	(41,7%, 6,22%)
Customer perspective	(44,9%, 21,66%)

Graph for New Product Launch

Data for New Product Launch

Dates	Value
05.04.2008	33,97
12.04.2008	64,59
19.04.2008	55,61
26.04.2008	61,18
03.05.2008	51,6
10.05.2008	47,39
17.05.2008	53,41
24.05.2008	40,78

Financial perspective

Name

Start value

End value

Dynamic

Parent

Contains

Financial perspective

40,5 %

28,47 %

-12,03%

New Product Launch

Indicators

Sales revenue at the different stages of the new product's life cycle

Profit margins at the different stages of the new product's life cycle

Growth in the market share

Cash flow following the launch of a new product *

* - Information for this metric is limited in sample report

Graph for Financial perspective

Data for Financial perspective

Dates	Value	Weight
05.04.2008	40,5	2
12.04.2008	63,53	2
19.04.2008	56,52	2
26.04.2008	67,53	2
03.05.2008	60,86	2
10.05.2008	58,87	2
17.05.2008	64,35	2
24.05.2008	28,47	2

Sales revenue at the different stages of the new product's life cycle

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Sales revenue at the different stages of the new product's life cycle	87,3	13,9	-73,4	%	Maximize	Financial perspective

Description After the launch of a new product it is essential to measure revenue from its sales. This indicator should show growth though through different stages of the PLC. It is also advisable to measure it against objectives.
Target description The more this indicator is the better; at least, it must hit the objective

Graph for Sales revenue at the different stages of the new product's life cycle

Data for Sales revenue at the different stages of the new product's life cycle

Dates	Weight	Min	Max	Value
05.04.2008	3	0	100	87,3
12.04.2008	3	0	100	47,8
19.04.2008	3	0	100	35,4
26.04.2008	3	0	100	97,9
03.05.2008	3	0	100	59,9
10.05.2008	3	0	100	68,6
17.05.2008	3	0	100	82
24.05.2008	3	0	100	13,9

Profit margins at the different stages of the new product's life cycle

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Profit margins at the different stages of the new product's life cycle	0,2	0,8	+ 0,6	%	Maximize	Financial perspective

Description After the launch of a new product it is essential to measure profit margins. This indicator should show growth though it will be different for each stage of the PLC and even may be negative at the stage of introduction due to high fixed costs. It is also advisable to measure it against the objectives.
Target description The more this indicator is the better; at least, it must hit the objective.

Graph for Profit margins at the different stages of the new product's life cycle

Data for Profit margins at the different stages of the new product's life cycle

Dates	Weight	Min	Max	Value
05.04.2008	3	0	100	0,2
12.04.2008	3	0	100	96,3
19.04.2008	3	0	100	81,1
26.04.2008	3	0	100	65,1
03.05.2008	3	0	100	94,4
10.05.2008	3	0	100	54,3
17.05.2008	3	0	100	88,7
24.05.2008	3	0	100	0,8

Growth in the market share

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Growth in the market share	7,5	43,8	+ 36,3	%	Maximize	Financial perspective

Description At the stage of introduction the market share is usually very small though it must grow with the time. It is advisable to make regular measurements.
Target description This indicator should show steady growth or, at least, it should hit the objective.

Graph for Growth in the market share

Data for Growth in the market share

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	7,5
12.04.2008	1	0	100	35,9
19.04.2008	1	0	100	86,7
26.04.2008	1	0	100	83,1
03.05.2008	1	0	100	93,5
10.05.2008	1	0	100	98,8
17.05.2008	1	0	100	75
24.05.2008	1	0	100	43,8

Internal perspective

Name

Start value

End value

Dynamic

Parent

Contains

Internal perspective

39,35 %

44,29 %

+ 4,94%

New Product Launch

Indicators

Budget allocated to budget spent ratio

NPD process (evaluated by the stakeholders)

Marketing Mix (evaluated by the stakeholders)

Time allocated for the NPD to time actually spent ratio *

Resource shortage *

Shortage/excess of a product *

* - Information for this metric is limited in sample report

Graph for Internal perspective

Data for Internal perspective

Dates	Value	Weight
05.04.2008	39,35	3
12.04.2008	39,43	3
19.04.2008	39,75	3
26.04.2008	64,65	3
03.05.2008	50,2	3
10.05.2008	48,69	3
17.05.2008	48,95	3
24.05.2008	44,29	3

Budget allocated to budget spent ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Budget allocated to budget spent ratio	89,4	87,7	-1,7	%	Maximize	Internal perspective

Description The launch of a new product is a very costly and risky operation that is why it is very important to control the budget issues. Significant departures from 100% will indicate that something is wrong with planning, spending, and etc.
Target description The budget allocated should match the cost spent, so this ratio should equal to 100% or to be slightly more.

Graph for Budget allocated to budget spent ratio

Data for Budget allocated to budget spent ratio

Dates	Weight	Min	Max	Value
05.04.2008	2	0	100	89,4
12.04.2008	2	0	100	54
19.04.2008	2	0	100	18,7
26.04.2008	2	0	100	49,2
03.05.2008	2	0	100	45,7
10.05.2008	2	0	100	20,8
17.05.2008	2	0	100	46,6
24.05.2008	2	0	100	87,7

NPD process (evaluated by the stakeholders)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	NPD process (evaluated by the stakeholders)	92,1	18,3	-73,8	%	Maximize	Internal perspective

Description The launch of a new product is a very costly and risky operation that is why it is very important to follow NPD (New Product Development) process. NPD process comprises the following stages: idea generation, screening of new ideas, concept development and testing, marketing strategy, business analyses, and etc. Though the company may choose not to exercise all the activities, the control whether something is not omitted and everything is done at the required quality level will add to the success of the launch. This indicator is calculated following the evaluation made by the insiders to the company (managers, employees, shareholders, and etc) where, for example, 100% means everything is made up to the plan, on the required level of quality, in time, and etc. and 0% means a complete failure.
Target description This ratio should tend to 100%

Graph for NPD process (evaluated by the stakeholders)

Data for NPD process (evaluated by the stakeholders)

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	92,1
12.04.2008	1	0	100	9,4
19.04.2008	1	0	100	15,5
26.04.2008	1	0	100	77,7
03.05.2008	1	0	100	39,8
10.05.2008	1	0	100	96,8
17.05.2008	1	0	100	91
24.05.2008	1	0	100	18,3

Marketing Mix (evaluated by the stakeholders)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Marketing Mix (evaluated by the stakeholders)	19,6	21,8	+ 2,2	%	Maximize	Internal perspective

Description Marketing Mix (4Ps for a new product and 7Ps for a new service) is especially important at the launch and should be analyzed and corrected through all the PLC stages of the product/service. This indicator is calculated following the evaluation made by the insiders to the company (managers, employees, shareholders, and etc) where, for example, 100% means MM is complete and meets all the requirements for the product and for the market in question and 0% means a complete failure.
Target description This ratio should tend to 100%.

Graph for Marketing Mix (evaluated by the stakeholders)

Data for Marketing Mix (evaluated by the stakeholders)

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	19,6
12.04.2008	1	0	100	83,1
19.04.2008	1	0	100	78,6
26.04.2008	1	0	100	44
03.05.2008	1	0	100	11,4
10.05.2008	1	0	100	82,9
17.05.2008	1	0	100	4,7
24.05.2008	1	0	100	21,8

Growth and development perspective

Name

Start value

End value

Dynamic

Parent

Contains

Growth and development perspective

35,44 %

41,66 %

+ 6,22%

New Product Launch

Indicators

Employees requiring advanced training with a view to NP launch

New ideas for NP suggested by the employees to new ideas accepted for product development and production ratio

Number of successful launches to general number of launches made by the company ratio

Graph for Growth and development perspective

Data for Growth and development perspective

Dates	Value	Weight
05.04.2008	35,44	2
12.04.2008	75,3	2
19.04.2008	59,16	2
26.04.2008	69,24	2
03.05.2008	22,78	2
10.05.2008	31,74	2
17.05.2008	54,22	2
24.05.2008	41,66	2

Employees requiring advanced training with a view to NP launch

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Employees requiring advanced training with a view to NP launch	17,05	11,55	-5,5	%	Maximize	Growth and development perspective

Description This figure indicates a percentage of employees that need to be specifically trained for the new product/service launch/production. Although additional training requires additional costs, in general, it is regarded to be very positive when the company's personnel from time to time increase qualification.
Target description The more this ratio is the better.

Graph for Employees requiring advanced training with a view to NP launch

Data for Employees requiring advanced training with a view to NP launch

Dates	Weight	Min	Max	Value
05.04.2008	2	0	50	17,05
12.04.2008	2	0	50	6,75
19.04.2008	2	0	50	23,4
26.04.2008	2	0	50	42,95
03.05.2008	2	0	50	15,5
10.05.2008	2	0	50	29,05
17.05.2008	2	0	50	2,25
24.05.2008	2	0	50	11,55

New ideas for NP suggested by the employees to new ideas accepted for product development and production ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	New ideas for NP suggested by the employees to new ideas accepted for product development and production ratio	36,6	11,5	-25,1	%	Maximize	Growth and development perspective

Description This indicator shows whether employees participate in the development of new products though it does not suggest whether they are encouraged to.
Target description The more this ratio is the better.

Graph for New ideas for NP suggested by the employees to new ideas accepted for product development and production ratio

Data for New ideas for NP suggested by the employees to new ideas accepted for product development and production ratio

Dates	Weight	Min	Max	Value
05.04.2008	2	0	100	36,6
12.04.2008	2	0	100	68,7
19.04.2008	2	0	100	81,3
26.04.2008	2	0	100	83,6
03.05.2008	2	0	100	12,1
10.05.2008	2	0	100	64
17.05.2008	2	0	100	10,7
24.05.2008	2	0	100	11,5

Number of successful launches to general number of launches made by the company ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Number of successful launches to general number of launches made by the company ratio	35,5	57,9	+ 22,4	%	Maximize	Growth and development perspective

Description This ratio indicates the relation between the number of launches made by the company that have been evaluated as successful and general number of launches made by the company. The purpose of this indicator is to measure the company's expertise in launches of new products and is especially relevant, for example, for FMCG companies.
Target description This ratio should tend to 100%.

Graph for Number of successful launches to general number of launches made by the company ratio

Data for Number of successful launches to general number of launches made by the company ratio

Dates	Weight	Min	Max	Value
05.04.2008	6	0	100	35,5
12.04.2008	6	0	100	98,1
19.04.2008	6	0	100	55,9
26.04.2008	6	0	100	58,9
03.05.2008	6	0	100	23,6
10.05.2008	6	0	100	12,2
17.05.2008	6	0	100	85,3
24.05.2008	6	0	100	57,9

Customer perspective

Name

Start value

End value

Dynamic

Parent

Contains

Customer perspective

23,24 %

44,9 %

+ 21,66%

New Product Launch

Indicators

Number of complaints following the launch of the product

New product as perceived by the customers

Increase in re-purchases following the launch

Graph for Customer perspective

Data for Customer perspective

Dates	Value	Weight
05.04.2008	23,24	3
12.04.2008	83,32	3
19.04.2008	68,51	3
26.04.2008	48,1	3
03.05.2008	66,05	3
10.05.2008	48,86	3
17.05.2008	50,05	3
24.05.2008	44,9	3

Number of complaints following the launch of the product

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Number of complaints following the launch of the product	61,1	86	+ 24,9	%	Minimize	Customer perspective

Description This indicator covers general complaints that can be received by the company. Complaints may be connected with quality, delivery, packaging, etc. It is useful to make regular measurements to make sure that number of complaints is decreasing.
Target description This number should tend to 0.

Graph for Number of complaints following the launch of the product

Data for Number of complaints following the launch of the product

Dates	Weight	Min	Max	Value
05.04.2008	3	0	100	61,1
12.04.2008	3	0	100	25,2
19.04.2008	3	0	100	46,1
26.04.2008	3	0	100	81,6
03.05.2008	3	0	100	73,9
10.05.2008	3	0	100	44
17.05.2008	3	0	100	34
24.05.2008	3	0	100	86

New product as perceived by the customers

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	New product as perceived by the customers	7,4	55,4	+ 48	%	Maximize	Customer perspective

Description This indicator shows how the customers evaluate the new product/service. As a rule this information can be obtained with the help of special research and 100% may mean a success while 0% a complete failure.
Target description This indicator should tend to 100%.

Graph for New product as perceived by the customers

Data for New product as perceived by the customers

Dates	Weight	Min	Max	Value
05.04.2008	4	0	100	7,4
12.04.2008	4	0	100	97,9
19.04.2008	4	0	100	82,1
26.04.2008	4	0	100	49,9
03.05.2008	4	0	100	95
10.05.2008	4	0	100	25,7
17.05.2008	4	0	100	18,4
24.05.2008	4	0	100	55,4

Increase in re-purchases following the launch

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Increase in re-purchases following the launch	28,7	61,8	+ 33,1	%	Maximize	Customer perspective

Description This indicator stands for customer retention rate and indicates the process of adoption of the new product/service.
Target description This indicator should tend to increase.

Graph for Increase in re-purchases following the launch

Data for Increase in re-purchases following the launch

Dates	Weight	Min	Max	Value
05.04.2008	3	0	100	28,7
12.04.2008	3	0	100	72,4
19.04.2008	3	0	100	65
26.04.2008	3	0	100	75,4
03.05.2008	3	0	100	67,4
10.05.2008	3	0	100	72,6
17.05.2008	3	0	100	76,3
24.05.2008	3	0	100	61,8

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 28.04.2008 23:56:40