The magazine for professional developers of consumer packaged goods
Updated on 13/09/2005
Home
Subscribe
Terms & conditions
Privacy statement
Contact us
Copyright © Gateway Publishing Ltd 2002-2005. All rights reserved.
STOP PRESS

NPD

We are Go for launch 

With fewer than eight out of 10 new products making back their development costs, improving the success rate by one can make a huge difference to corporate profitability.

That’s the thinking behind market researcher IRI’s new launch management tool, DaVinci.

The pharmaceutical industry has shown that the launch period is critical to success. As a result, very often more than half the marketing budget goes on the launch process. The aim of DaVinci is make sure that the money is spent wisely.

IRI says DaVinci is a “functional, validated solution that measures the real performance of a new product relative to its category.” Based on IRI’s practical experience of measuring product launches for 10 years, DaVinci has measures, parameters and benchmarks that allow companies to forecast new product success and track performance against a validated set of targets in the first weeks after launch.

The analysis shows the key targets a new product has to achieve in the first weeks in order to ensure long term success and secure its survival in the marketplace. Benchmarks are set in terms of distribution and, most importantly, the sales rate of the product relative to the category (and industry) after promotional activity has been removed from the equation.

HEADLINE NEWS 

6.5% solution to 53bn euro epidemic

Mum's the word at RRI

Value chain under lock & key

 

Health

6.5% solution to 53bn euro epidemic

People with type 2 diabetes should aim to keep their blood glucose levels (HbA1c) below 6.5%, says the world’s first evidence-based guideline for managing the disease.

The finding should do three things: confirm consumers interest in proper diet; strengthen food and beverage manufacturers’ interest in providing more information on the glycaemic content of their products; and stimulate more research into non-invasive forms of delivering insulin to patients.

Caring of patients with adult-onset diabetes, often associated with obesity, costs Europe 28 billion and 53 billion euros a year, says the International Diabetes Federation, which issued the guideline today. It estimates more than 25 million Europeans already suffer from it, and the rate of growth is reaching “epidemic” levels.

The IDF says diabetes is now one of the leading causes of death through its effects on cardiovascular disease: 70-80% of people with diabetes die of cardiovascular disease. Diabetes is also a leading cause of blindness, renal failure and lower limb amputation, with type 2 diabetes accounting for 85-95% of cases of diabetes.

Professor Philip Home, joint chair of the IDF task force on clinical guidelines, says "Estimations and projections all concur that the number of people with diabetes which may be reached in the next 25 years would qualify as the largest epidemic humanity has ever experienced.”

The Global Guideline recommends maintaining blood glucose levels below 6.5% to minimise the risk of complications. The evidence shows that a 1.0% cut in HbA1c is associated with a 37% reduction in microvascular complications. But two-thirds of people with diabetes in Europe are not achieving target blood sugar levels.

The Global Guideline is available from the IDF website (www.idf.org/bookshop).

Nutrition

Mum’s the word at RRI

Every pregnant woman knows that what she eats affects her child, but now four scientists from Aberdeen’s Rowett Research Institute are to spend over £500,000 proving it.

Funding comes from a 13.4 million euro European research project to investigate the mechanisms underlying how a mother’s diet can affect the subsequent health and well-being of her child. 

Harry McArdle, who is leading RRI’s role in the European-funded project, says “The phrase ‘you are what your Mum ate’ seems to pop-up all over the place, but we know almost nothing about the mechanisms underlying this phenomenon. This is an area of nutrition which is practically still in the dark ages.”

“If we can clarify some of the underlying mechanisms, we will be able to give much improved advice about diet during pregnancy, which in turn will have significant benefits for health in adulthood,” said Professor McArdle.

The so-called EARNEST five-year project involves 40 partners in 16 countries in Europe. The funding comes from the Food Quality and Safety Priority of the Sixth Framework Programme for Research and Technical Development of the European Community. 

The www.metabolic-programming.org website has more.

Security

Value chain under lock & key

A US security consulting firm is offering to advise on how to safeguard your product value chain from raw materials to the consumer’s hand.

Vance, a Washington, DC-based firm says its Product Integrity service helps firms protect against threats such as counterfeiting, grey marketing and product tampering, all of which can destroy both the manufacturer and the product’s reputation.

"Risks range from things like counterfeit drugs being sold on the Internet to mishandling of products during the shipping process," says Vance president Drew Ladau. Vance has 3700 staff and offices in the Americas, Europe and the Middle East.

 
Tuesday, 13 September 2005
Events
FishWrap
NumbersGames
PaperChase
Library
Links