Product Launch Planning Checklist: From Presentation to Execution
Everything You Need to Nail Your FMCG Launch — Without Dropping the Ball
Launching a new product in New Zealand’s FMCG market is exciting — but it’s also high stakes.
Get it right, and you unlock distribution, sell-through, and long-term category growth. Get it wrong, and your product might hit shelves quietly, miss key promos, or — worse — get delisted before it has a chance to perform.
That’s why successful brands treat product launches as commercial campaigns, not just operational tasks.
Whether you’re launching into Foodstuffs, Woolworths, or independents, this checklist walks you through every phase — from retailer presentation to in-store execution — so you don’t miss a beat.
BEFORE THE PITCH: GET RETAIL-READY
Before you even present to buyers, you need to show that your product is retail-ready and commercially viable.
Checklist:
- Finalised packaging and barcode
- RRP and costings locked (with room for promo support)
- Core range strategy (not just limited drops)
- Shelf-life tested and validated
- Nutritional panel and claims compliant (FSANZ)
- MOQs and lead times confirmed
- Trade-ready product samples
- Digital assets and product photography ready
Tip: Retailers don’t buy concepts — they buy confidence. The more retail-ready you are, the faster the yes.
THE BUYER PRESENTATION: PITCH TO WIN
This is your shot. You need to clearly communicate why your product matters — to the category, to the retailer, and to the shopper.
Checklist:
- Clear problem/opportunity identified
- Product USPs (taste, health, local, sustainability, margin)
- Velocity or trial data (from DTC, farmers markets, pilot stores)
- Margin, rate of sale, and pricing architecture
- Shelf placement and facing recommendation
- Retailer-aligned promo support plan
- Digital and shopper marketing support
- Proof of supply chain reliability
- Competitor analysis
- Commitment to store-level support (field teams, compliance, etc.)
Tip: Bring your buyer a solution that helps them grow the category — not just another product.
THE LISTING: SETTING UP FOR SUCCESS
You’ve got the green light — now make sure your setup is bulletproof.
Checklist:
- Product coded and active in all systems (Foodstuffs NW/SI, Woolworths, DCs)
- Store allocation lists confirmed
- Barcodes, pricing, and pack sizes verified
- Distribution partner briefed and stocked
- Forecasting aligned to in-store activation
- Field team briefed and scheduled
- Promotional calendar locked in
- Digital campaign assets ready
Tip: Most launch failures aren’t due to bad products — they’re due to bad setups. Triple check your backend systems.
THE LAUNCH: DRIVE VELOCITY, NOT JUST DISTRIBUTION
This is where many new brands stall. Getting on shelf is only half the job — now you need to move volume.
Checklist:
- Field reps in-store on Day 1
- Ticketing and facings checked
- Promo pricing activated and visible
- Digital ads geo-targeted to key retailers
- Social posts aligned to launch (tagging retailers)
- Influencer or PR amplification where applicable
- Internal Slack/WhatsApp group to fix store issues fast
- First week sell-through monitored and flagged
Tip: Sales are made in-store. Support the shelf like your business depends on it — because it does.
POST-LAUNCH: LEARN FAST, ADJUST FASTER
Most brands stop once the product is launched. Challenger brands double down on tracking, learning, and optimising.
Checklist:
- First 4-week sales report pulled and reviewed
- Promo ROI calculated
- Store compliance audits completed
- Out-of-stock risks flagged and resolved
- Reorder triggers checked (phantom OOS)
- Power BI dashboards set up for ongoing tracking
- Buyer check-in scheduled at 6–8 weeks
- Learnings rolled into the next phase of support
Tip: Treat your post-launch window like a campaign. Retailers are watching performance — don’t go quiet.
A Great Launch Isn’t Just a Start —
It’s a Signal
Retailers are constantly deciding which brands to back long-term. A flawless, well-executed launch shows that your team is sharp, reliable, and commercially minded.
And in a crowded category, that might be the single biggest differentiator.
Need Expert Help Planning and Executing Your Next Launch?
Let’s Chat
At Surge SMC, we don’t just pitch products — we plan, execute, and optimise every stage of your retail launch. From buyer presentations to in-field activation, we give challenger brands the tools to win in New Zealand supermarkets.
Ready to take your brand to the next level?
Partner with us to grow faster, reach more shelves, and boost performance — backed by expert strategy and deep FMCG know-how.