The Reasons Products Fail

Reasons Products fail

*  Marketers assess the marketing climate inadequately.

*  The wrong group is targeted.

*  A weak positioning strategy is used.

*  A less-than-optimal “configuration” of product or service attributes and benefits is selected.

*  A questionable pricing strategy is implemented.

*  The advertising campaign generates an insufficient level of new product/new service awareness.

*  Cannibalisation depresses corporate profits.

*  Over-optimism about the marketing plan leads to a forecast that cannot be sustained in the real world.

*  The marketing plan for the new product or service is not well implemented in the real world.

*  The marketer believes that the new product and its marketing plan has died and cannot be revived, when, in fact there is the potential for resurrection.


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