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The state of manufacturers’ NPI processes

In the summer of 2019, Winshuttle surveyed 199 professionals involved with product launches for large manufacturers using an SAP ERP system. Here are some highlights of what we found.

Get the full report
Changing demographics [1]

72M

Boomers

66M

Gen Xers

73M

Millenials

Shifting revenue [2]

$17B

moved from large CPG manufacturers to small players since 2013

[1] Millennials are predicted to surpass Boomers in 2019. Pew Research Center—based on US Census Bureau 2016 data.

[2] IRI data 2013 – week ending 8/12/2018 – according to Forbes.

Challenges today

Small agile brands are disrupting markets and grabbing market share from large, established manufacturers. CEOs understand that speed and organizational agility are key for survival in a dynamic market shaped by shifting consumer preferences and rapid technological change. Slow, manual launch processes are no longer an option.

Acting with agility is the new currency of business; if we are too slow, we will be bankrupt.

% of CEOs who agree:

Survey Findings

The need for speed

  • PRESSURE
  • GOALS
  • TIMELINES

PRESSURE

The majority of respondents are under pressure to reduce product launch cycles.

74 %

68% of U.S. CEOs believe that being too slow leads to irrelevance.

KPMG 2019 U.S. CEO Outlook

GOALS

The majority want to speed up – but goals to reduce NPI cycle time vary.

  • 4%

  • 14%

  • 25%

  • 12%

  • 44%

TIMELINES

Existing launch timelines are slow.

> 1
month
1 – 3
months
3 – 6
months
6 – 9
months
9 – 12
months
< 12
months

*Sum does not equal to 100% due to rounding.

70%

are taking longer than 6 months

The need for scale

Over the next 4 years, new products are expected to:

Increase

Stay the same

Decrease

Manufacturing CEOs recognize that they are operating in a new world—one full of unprecedented opportunity, threats and risk. But they will have to be more agile, adaptive, and evolve differently if they hope to thrive, let alone survive.

KPMG U.S. CEO Outlook

  • TYPES
  • DRIVERS

TYPES

There is a lot of volume across different launch types.

Organizations that carry out the following launch types often or very frequently:

Line extension

69%

Net new product

68%

Ingredient or component change

63%

Label change or package redesign

57%

Plan or geographic extension

42%

Net new product launches are just one type of launch that large manufacturers undertake. Each process is different and regional, or product line differences add to the complexity.

DRIVERS

The customer is king, and competition is fierce.

These factors drive new product launches in organizations often or very frequently:
82 %

Changes driven by consumer/customer preferences

49 %

Acquisitions of
new product lines

47 %

Regulatory
changes

67 %

Changes driven by competitive pressures

43 %

Geographical
expansion

Shifting consumer demographics and buying options are driving launches and producing competitive pressure. Acquisitions, a natural consequence of these factors drive their own share of launch projects.

Speed bumps to faster launches

  • INEFFICIENT PROCESSES
  • MANUAL WORK
  • IN THEIR OWN WORDS

INEFFICIENT PROCESSES

Companies are facing a lot of challenges with their NPI processes.

  • 49%

  • 37%

  • 32%

  • 30%

  • 36%

  • 20%

MANUAL WORK

There’s still a lot of manual work going on.

60 %

Manual

Spreadsheets and email

17 %

Manual

Paper forms

IN THEIR OWN WORDS

What’s your biggest challenge when launching new products?

“

Manual, slow and disconnected.

“

Getting the right players on the same page.

“

The willingness to make a change to the process.

“

Timelines and visibility of lifecycle.

What would make the biggest impact?

Almost half believe streamlining manual processes and automating data collection will have the biggest impact on their launch processes.

Streamline manual processes/automate data collection

47%

Ability to quickly make changes

18%

Gain more process visibility

12%

Better data governance

12%

Headcount

6%

Other

5%

Success Story

Monster Energy transforms its product launch processes

Learn how this fast-growing, global beverage company digitized and transformed their SAP launch processes with Winshuttle’s NPI solution.

Watch the webinar

Get from “Go” to launch, faster

Optimize and digitize your product launch processes with Winshuttle’s New Product Introduction (NPI) solution and stay ahead of your market. We enable you to speed up the collection of your SAP product data and better manage business-critical tasks like sourcing new materials or creating new artwork.

This flexible product launch platform can handle any launch process type, high levels of complexity, and high volumes—so you can get to market faster, scale up your launch capacity, and get the flexibility you need to keep up with a dynamic landscape.

Learn about Winshuttle’s NPI solution

The state of manufacturers’ NPI processes

In the summer of 2019, Winshuttle surveyed 199 professionals involved with product launches for large manufacturers using an SAP ERP system. Here are some highlights of what we found.

Get the full report

Challenges today

Small agile brands are disrupting markets and grabbing market share from large, established manufacturers. CEOs understand that speed and organizational agility are key for survival in a dynamic market shaped by shifting consumer preferences and rapid technological change. Slow, manual launch processes are no longer an option.

Acting with agility is the new currency of business; if we are too slow, we will be bankrupt.

% of CEOs who agree:

Changing demographics [1]

72M

Boomers

66M

Gen Xers

73M

Millenials

$17B

moved from large CPG manufacturers to small players since 2013

[1] Millennials are predicted to surpass Boomers in 2019. Pew Research Center—based on US Census Bureau 2016 data.

[2] IRI data 2013 – week ending 8/12/2018 – according to Forbes.

Survey Findings

The need for speed

The majority of respondents are under pressure to reduce product launch cycles.

74 %

68% of U.S. CEOs believe that being too slow leads to irrelevance.

KPMG 2019 U.S. CEO Outlook

Existing launch timelines are slow.

The majority want to speed up – but goals to reduce NPI cycle time vary.

The need for scale

Over the next 4 years, new products are expected to:

Increase

Stay the same

Decrease

Manufacturing CEOs recognize that they are operating in a new world—one full of unprecedented opportunity, threats and risk. But they will have to be more agile, adaptive, and evolve differently if they hope to thrive, let alone survive.

KPMG U.S. CEO Outlook

Speed bumps to faster launches

Companies are facing a lot of challenges with their NPI processes.

There’s still a lot of manual work going on.

60 %

Manual

Spreadsheets and email

17 %

Manual

Paper forms

What’s your biggest challenge when launching new products?

“

Manual, slow and disconnected.

“

Getting the right players on the same page.

“

The willingness to make a change to the process.

“

Timelines and visibility of lifecycle.

What would make the biggest impact?

Nearly half believe automating data collection and entry will have the biggest impact.

Success Story

Monster Energy transforms its product launch processes

Learn how this fast-growing, global beverage company digitized and transformed their SAP launch processes with Winshuttle’s NPI solution.

Watch the webinar

Get from “Go” to launch, faster

Optimize and digitize your product launch processes with Winshuttle’s New Product Introduction (NPI) solution and stay ahead of your market. We enable you to speed up the collection of your SAP product data and better manage business-critical tasks like sourcing new materials or creating new artwork.

This flexible product launch platform can handle any launch process type, high levels of complexity, and high volumes—so you can get to market faster, scale up your launch capacity, and get the flexibility you need to keep up with a dynamic landscape.

Learn about Winshuttle’s NPI solution

See the complete New Product Introduction survey results and respondent demographics.

Read the full report

See the complete New Product Introduction survey results and respondent demographics.

Read the full report

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