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
S. Ayaz Nizami
Umair Uz Zubair
your Brand from becoming
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
distinguished from other products, services, or concepts
so that it can be easily communicated and usually
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
IT’S NOT WHAT
YOU SAY IT IS ……
THEY SAY IT IS……
is so important
Most products have same quality and
Product and brand
failures occur on an
The primary goal is
to learn from
brand failures so
that future product
Products & Brands
When its presence in the market leads to:
• The withdrawal of the product from the market for
• 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.
1. Cadillac Allante hasty,
2. Mc Master (study)
1. Huffy Corporation…. Research
1. BIC Corporation *perfume
5. Anheuser Busch
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
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
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
1. Ask your customers what they want
2. Set Realistic Goals (new product sales
3. Break Down Walls (interdepartmental
4. Create Gateways (your new product
meets the criteria of manuf. Viability,
customer acceptance, sales support and
Getting Smart About New
5. Watch those Test (besides the test
market result go for the detail market
response on new product customers
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.
• 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.
75 % of all emotions we...