An LTO is a time-bound product introduction, not a price-led promotion.
Key considerations:
Total expected volume – must be estimated upfront for the full duration
Incrementality vs substitution – how much demand is truly new vs shifting from existing products
Distribution (coverage) – how widely the product will be available
Retail price and positioning – may differ from standard products
Merchandising support – critical to highlight the limited-time nature
Operational execution – supply availability and timing must align tightly
Cannibalisation within your range – the LTO may reduce sales of existing SKUs within your brand
A strong LTO delivers incremental volume within a fixed time window, while considering the net impact across your product range.