In this activity, you need to review the recent new product launch results across different firms. How well did their respective launches go? Can you get a sense of their relative strengths/weaknesses from these results? Firm A Firm B Firm C Firm D Target market size 1m 1m 1m 1m Trial % 20 40 20 10 Repeat % 40 20 60 50 Penetration % 8% 12% 5% Average quantity 20 25 30 10 Average frequency 3 3 4 2 Volume - units 4,800,000 6,000,000 14,400,000 1,000,000 Average price 5 6 4 10 ($/unit) Volume - $'s 24,000,000 36,000,000 57,600,000 10,000,000 Retailer penetration 10 60 40 20 Launch spend 2,000,000 20,000,000 10,000,000 2,000,000 1. Based on these results above, which firm achieved the best launch results and WHY? 2. Review the results and highlight a positive and a negative aspect of the results for each firm. 3. Can you get a sense, from the numbers, of the quality/value of their product and how well they executed their launch campaign