Products

About

©2018 StudyMode.com

Why Brands Flop

Topics: Marketing, Failure, New product development Pages: 8 (649 words) Published: December 5, 2012
21st March, 2010

TOO MANY PRODUCTS
FAIL. HERE’S WHY – AND
HOW TO DO BETTER.

By Christopher power, Kathleen Kerwin, Ronald Grower, Keith
Alexander & Robert D. Hof
Business Week 16 August,1993

by,

S. Ayaz Nizami
Umair Uz Zubair
G-10

FL P

Protect

your Brand from becoming

failure….

HOW

By understanding two things,

1 Why a brand fails ?
2 How you can prevent this ?

A brand is a product, service, or concept that is
publicly
distinguished from other products, services, or concepts
so that it can be easily communicated and usually
marketed.

A brand is not a logo.
A brand is not an identity.
A brand is not a product.
So what exactly is a brand ?

a BRAND is
a person’s

GUT FEELING
about a
PRODUCT,
SERVICE,
or
ORGANIZATION.

IT’S NOT WHAT

YOU SAY IT IS ……

IT’S WHAT

THEY SAY IT IS……

Why

branding

choices &

is so important

time.

Most products have same quality and

features.

?

Product and brand
failures occur on an
ongoing basis
within most
organizations.
The primary goal is
to learn from
product and
brand failures so
that future product
development,
design,
strategy and
implementation will
be more
successful.

Products & Brands

When its presence in the market leads to:
• The withdrawal of the product from the market for
any reason
• The inability of a product to realize the required market share to sustain its presence in the market
• The inability of a product to achieve the anticipated life cycle as defined by the organization due to any reason
• The ultimate failure of a product to achieve profitability.

Brand/Product
Examples

Brands……that failed
1. Cadillac Allante hasty,
2. Mc Master (study)
1. Huffy Corporation…. Research

1. BIC Corporation *perfume

Brands……that failed
5. Anheuser Busch

1. Chrysler
1. Colgate Palmolive …50% to 20%
2. Campbell Soup 160 ….120
3. Revenues 49%

Ford Edsel $400M 59

Dupont’s Gloss finish, durable but was st
Micheal Cimino Over budgeted and Deer hunter
Polaroid’s Polavision

Short silent movies and dim 77

RCA’s Video Disc

Home recording and rental 70’s $ 580M

RJ Reynolds Premier
Smokeless cigarette, taste $325 M

Common reasons for product
failures
•

High level executive push of an idea that does not fit the targeted market.

•

Overestimated market size.

•

Incorrectly positioned product.

•

Ineffective promotion, including packaging message, which may have used misleading or confusing marketing message about the product, its features, or its use.

•

Excessive research and/or product development costs.

•

Poor timing of distribution.

•

Misleading market research that did not accurately reflect the actual consumer’s behavior for the targeted segment.

•

Conducted marketing research and ignored those findings.

Getting Smart About New
Products
1. Ask your customers what they want
2. Set Realistic Goals (new product sales
revenue)
3. Break Down Walls (interdepartmental
harmony)
4. Create Gateways (your new product
meets the criteria of manuf. Viability,
customer acceptance, sales support and
budget planning).

Getting Smart About New
Products
5. Watch those Test (besides the test
market result go for the detail market
response on new product customers
feedback)
6. Do your Post mortems (reward managers
who learn from mistakes)

Does the left brain know
what the right brain is doing?

When both sides work together you can build a charismatic brand

The shape of an iPod or
the smell of a child’s
crayon – branding goes
deeper than logos.

by

Martin Lindstorm

Me …
See

Feel me
…

touch me……

• 7 out of 10 in 1980’s
• 8 out of 10 new releases
• Today 83% ads reach us visually and only
17% is left for the other 4 senses.

Smash
Shape

1915

Brand ………!

Your

&

Color Impact

Smell
75 % of all emotions we...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay on What Is a Brand, and Why Is a Strong Brand Important?

    ...When people say brand, the brands that come to mind straight away would be Coca-Cola, Nike or even Versace. The dictionary defines a brand as ‘a kind or variety of something distinguished by some distinctive characteristic’. However, in marketing terms it is defined as ‘a name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers of a product or service’ (Kotler, Brown, Adam, Burton, Armstrong, 2007). A brand can be defined in many ways, and there are several characteristics that make up a strong brand. Furthermore, strong brands have strong brand loyalty and the importance a strong brand is shown when brands expand their products. Moreover, brand strategy is important for a strong brand to exist, and consumers can convey an image of themselves when they buy. All these factors show how a strong brand is important in the eyes of the consumer. Getting back to ‘what is a brand?’ There are different views of the definition of a brand than Kotler’s. For example, another definition of a brand is that it is ‘a mixture of tangible and intangible attributes, symbolised in a trademark, which, if properly managed, creates influence and generates value’ (Clifton and Maughan, 2000). This definition...

    Read More
    1144 Words 3 Pages
  • brand Essay

    ... MANAGEMENT CLASS - S.Y. BMS DIVISION - A SEMESTER - IV PROF. INCHARGE - NIKISHA KUKREJA COLLEGE - R.D. NATIONAL COLLEGE YEAR - 2013 - 2014 BRAND AMBASSADOR Nirali koradia is an animal lover through. In addition to being a long-time claws and paws supporter, she founded Bonaparte's Retreat, Tennessee-based dog rescue organization where people in need and animals in need help prepare each other for their next steps in life. In addition to nirali’s local work in animal rescue, she's graced us with performance. She recently appeared in the I Believe - Acclaimed Ambassadors PSA, and was also featured on an episode of the National Geographic "Dog Town" television series. "I encourage people to rescue dogs and cats from their local shelters and encourage folks to spay and neuter their pets," says Nirali. "There's a terrible tragedy going on with the millions of dogs and cats that are homeless and being put down every year, and it's something that's preventable. We're very blessed as public figures to have the financial means and the public access to bring in the money and bring in the people to also get involved and put in their sweat and tears. It's more than just writing a check. This really is my second career." BUDGET Budget of the brand ambassador is 2 lakh for 2 years and budget for the press release in the newspaper was for 60 thousand. NEWSPAPER PRESS RELEASE Jan...

    Read More
    906 Words 6 Pages
  • Flop Essay

    ...Chapter 3 Petroleum Systems by Leslie B. Magoon and Edward A. Beaumont Leslie B. Magoon Leslie B. Magoon graduated from the University of Oregon in Eugene in 1966 with an M.S. degree in geology. Presently, he is a senior research geologist with the U.S. Geological Survey, Menlo Park, California. Prior to that he was with Shell Oil Company for 8 years as an exploration geologist. Over the last 32 years, he has been involved in petroleum geology with emphasis on geochemistry in the Rocky Mountain states, California, Alaska, Colombia, and Malaysia. He has numerous publications on the geology and geochemistry of petroleum provinces in Alaska, the Cook Inlet–Alaska Peninsula, and the North Slope. For the last 15 years he has devoted much of his time to developing and presenting the petroleum system. From 1990–1991, he was an AAPG Distinguished Lecturer. At the 1996 AAPG Annual meeting, Magoon and W.G. Dow, as coeditors, received the R.H. Dott, Sr., Memorial Award for AAPG Memoir 60, The Petroleum System—From Source to Trap. Edward A. Beaumont Edward A. (Ted) Beaumont is an independent petroleum geologist from Tulsa, Oklahoma. He holds a BS in geology from the University of New Mexico and an MS in geology from the University of Kansas. Currently, he is generating drilling prospects in Texas, Oklahoma, and the Rocky Mountains. His previous professional experience was as a sedimentologist in basin analysis with Cities Service Oil Company and as Science Director for...

    Read More
    4106 Words 23 Pages
  • Why Are Some Brands Successful? Essay

    ...Paulina Tulman Why are some brands successful? The main reason of setting up a company is to become successful. There are many different aspects of it: popularity of brand, high income, being a leader. But why some brands became successful and others did not? I want to show few important aspects to become successful on example of “Dove” brand ( part of Unilever company). In 2004 “Dove” revealed the results of global discussion about how women physically perceive their look. The study was based on data collected from a global survey of 3,200 women. It was their first step to become successful, they did a research, to get to know their target point of view and expectations. According to this test only 2% of women perceive themselves as beautiful, 5% as a pretty. The rest was unsatisfied with their look. It was so because society define a beauty by the images seen in TV, advertisement and fashion runways. In 2005 “Dove” began most famous campaign – “The Real Truth About Beauty”. In campaign “Dove” presented in commercial 6 different looking women. Tall, short, slim, chubby, in different age. Their goal was, to break up with stereotypes that every girl or woman should look like a model from magazine to feel good. Unilever received because of “Dove” campaign awards in every single category. But they received even more – the popularity and recognition of...

    Read More
    522 Words 2 Pages
  • why ? Essay

    ... A microprocessor is one of the most central parts of a modern personal computer or, in fact, any advanced computer device. It integrates the functions of a central processing unit, the portion of a computer responsible for carrying out programmed instructions, onto a single integrated circuit that couples the important thinking devices of the machine with the electrical infrastructure needed to support them. Microprocessor design is able to incorporate a tremendous amount of processing power in a very small space. Perhaps more than any other component of the modern computer, the microprocessor has a long and storied history, and an almost mythological status thanks to its great importance. Each step of the way to modern micro processing has spurred more triumphs, innovations, and competition. Early Inventions Before the development of the microprocessor, there were a variety of early technologies for simulating logic functions in computing devices. Many of these early inventions were spurred by wartime necessity during World War II. These early technologies were extremely expensive, slow, and prone to failure; €“and by today€™s standards their capabilities were amazingly primitive. Computing technologies based on vacuum tubes and transistors helped make IBM a giant in the large-scale computing industry, but were not realistic for business or home use due to their prohibitive costs and intensive maintenance schedules. Early integrated circuits appeared in calculators,...

    Read More
    1562 Words 5 Pages
  • Essay on Why not ?

    ... Immigration is a way to move from one country to another country to live and to work. Nowadays, many people decide to immigrate to have a better life. Immigrants increase economic efficiency by reducing labor shortages in low- and high-skilled markets because their educational backgrounds fill holes in the native-born labor market.There are many causes of immigration, but we put the scope on two causes of immigration. There are the employment and the education. First, employment opportunities are the most common reason that people decide to emigrate. In other countries, there will be variety kind of jobs and as a result, people will have a lot of opportunities to find a job. Moreover, finding a job in other countries will probably lead to having high salary and modern working environment. For example, many people go to Russia and Korea to work as a construction worker and as a consequence, they earn higher salaries than in their home country. All of these things will possibly lead to immigration. Second cause of immigration is education opportunities, it will certainly cause directly having better future for children. With a better education, children will have chances to adapt to new style of studying and it might cause children to be a creative, flexible people and they will be able to becoming independence. For instance, studying in a Western university, children can change their study styles, especially they have to adapt with active learning which is...

    Read More
    1004 Words 3 Pages
  • Essay on why not!

    ...Part I: Insert a complete data table, including appropriate significant figures and units, in the space below. Also include any observations you made over the course of Part I. Part II: Insert a complete data table, including appropriate significant figures and units, in the space below. Also include any observations you made over the course of Part II. Calculations: Show your work and write a short explanation with each calculation. Part I: Calculate the energy change (q) of the surroundings (water) using the enthalpy equation qwater = m × c × ΔT. We can assume that the specific heat capacity of water is 4.18 J / (g × °C) and the density of water is 1.00 g/mL. The water has absorbed the heat of the metal. So, qwater = qmetal Using the formula qmetal = m × c × ΔT, calculate the specific heat of the metal. Use the data from your experiment for the metal in your calculation. Aluminum: q=26*4.18*6.3=684.684, c=q/(m*^T)=3.913 Zinc: q=26*4.18*10.3=1119.404, c=q/(m*^T)=2.608 Iron: q=26*4.18*7.8=847.704, c=q/(m*^T)=3.130 Copper: q=26*4.18*9.2=999.856, c=q/(m*^T)=2.608 Part II: Calculate the energy change (q) of the surroundings (water) using the enthalpy equation qwater = m × c × ΔT. We can assume that the specific heat capacity of water is 4.18 J / (g × °C) and the density of water is 1.00 g/mL. Show ALL your work. The water has absorbed the heat of the metal. So, qwater = qunknown metal Using the formula qunknown metal = m × c × ΔT,...

    Read More
    471 Words 3 Pages
  • Hochsprung Flop Essay

    ...Bewegungsbeschreibung des Flops Hochsprung Der Flop ist die effektivste Methode beim Hochsprung und lässt sich in 4 Phasen unterscheiden. 1. Anlauf 2. Absprung 3. Flug 4. Landung 1. Der Anlauf Beim Flop erfolgt der Absprung vom lattenfernen Bein, d.h. der Rechtsspringer läuft von links an und der Linksspringer von rechts. Der Anlauf erfolgt zunächst auf einer Geraden (Beschleunigungsabschnitt), um dann in einen Bogen überzugehen. Dieser Bogen wird Impulskurve genannt. Während der Impulskurve neigt sich der Körper leicht nach innen. Diese Schräglage bewirkt, dass der Körperschwerpunkt (KSP) sich nicht mehr senkrecht über die Aufsatzstelle der Füße befindet, sondern nach innen/unten verlagert wird. Diese Absenkung des KSP führt zu einer Verlängerung des Beschleunigungsweges für den Absprung. [pic] Die Länge und die Geschwindigkeit des Anlaufs, sowie der Radius des Kreisbogens und die Gestaltung der letzten Schritte sind von Springer zu Springer verschieden. Sie richten sich nach seinen physischen und technischen Voraussetzungen. Die Anlaufslänge sollte mindestens 7-9 Schritte betragen, die Geschwindigkeit auf den letzten Schritten am größten sein (Steigerungslauf) und der Radius des Kreisbogens richtet sich nach der Anlaufgeschwindigkeit, soll aber eine deutliche Schräglage ermöglichen. Mit dem letzten Schritt wird der KSP über die Stelle des Fußaufsatzes gebracht, wodurch sich...

    Read More
    436 Words 3 Pages

Popular Essays

Become a StudyMode Member

Sign Up - It's Free