Reasons for Product Failure and Traits of Successful Brands

1. Reasons For Product Failure &
Traits of Successful Brands

2. PRODUCT FAILURE
•In many industries 35-40% of new product effort fail.
•According to a leading market research firm, about
75% of consumer packaged goods and retail products
fail to earn even $7.5 million during their first year.
•Failure is through a flaw in the design/selection
process such as not enough or misdirected product
research or market research.

3. A product is a failure when :
1. Withdrawal of the product from the market.
2. Inability of the product to ‘take off ’towards
anticipated market share.
3. In ability of the product to fulfil anticipated
lifecycle.
4. Failure of the product to achieve profitability.

4. REASONS FOR PRODUCT FAILURE
The relationship of the company or its brand on the consumers
will decide whether the product will be successful or not.
Colgate - Colgate Kitchen Entrees
Colgate, the brand most famously known for its toothpaste, briefly
launched a line of frozen dinners called Colgate Kitchen Entrees.
However, the general public could not get past the association of the
brand with Colgate toothpaste and the products were quickly pulled
from production.

5. Too many new products in quick succession
Nokia's X series
Nokia's X series marked the company's entry into Android
land The phones faced an identity crisis as these were
sandwiched between the Asha and Lumia.

6. No access to the market:
Google's Android One :
Google's Android One initiative aimed to offer a no-frills, smooth
Smartphone experience to users of entry-level phones.
However, the online-only sales model and apathy of partner OEMs
(who were also peddling their own, similarly priced phones) led to
the failure of Android One.

7. Insufficient differentiation from existing offerings , leading to
another “me-too” product.
Coca-Cola C2
Coca-Cola identified a new market: 20- to 40-year-old men who liked
the taste of Coke (but not its calories and carbs) and liked the no-
calorie aspect of Diet Coke (but not its taste or feminine image). C2,
which had half the calories and carbs and all the taste of original Coke,
was introduced in 2004 with a $50 million advertising campaign.

8. Poor or insufficient product quality
Mosquito Magnet
In 2000 an American Biophysics on the launched one of its Mosquito
Magnet, which uses carbon dioxide to lure mosquitoes into a trap.
When it expanded manufacturing from its low-volume Rhode Island
facility to a mass-production plant in China, quality dropped.

9. Launching product too early
Microsoft Windows Vista
In 2007, when Microsoft launched Windows Vista.
But the software had so many compatibility and performance problems
that even Microsoft’s most loyal customers revolted. Apple lampooned
it in an ad campaign (“I’m a Mac”), causing many consumers to
believe that Vista had even more problems than it did.

10. Launching product too late.
Amazon Fire phone: JULY 25TH 2014
Amazon's Smartphone debut is among the biggest tech
flops of all times. Like other Amazon products, Fire phone is a
gateway to the company's digital store and offers features that
enable them to shop more seamlessly.
Unfortunately, the phone's $650 price ensured that it didn't
move shelves and Amazon had to eventually slash the price to clear
inventory.

11. Poor marketing
Google Reader.
A way to keep track of websites, so you can get all the
latest updates from the websites . That product is called RSS.
Yet, very few outside the tech world know what it is; even
when its leading product was from a titan like Google (Reader
was shut down in June 2013).

12. Superior Product Quality
Additional Services
Differentiation from Competitors
Pioneers in a way
Passion
Being Sustainable
Traits of Successful Brands

13. Some Successful Brands

14. Superior Product Quality

15. Additional Services

16. Passion

17. Differentiation from Competitors

18. Pioneers in a way