FAILED PRODUCTSUNSUCCESSFUL PRODUCTS IN MARKET

SURYAKUMAR TVIT BSConsumer Goods Marketing

WHAT IS PRODUCT FAILURE Product failure happens when it fails to sell

the product. A commercial failure is a product that does

not reach expectations of success. The larger the company, the greater its

capacity for taking risks. While pouring millions of dollars into market research and advertising campaigns can lead to tremendous successes, such ventures can also be a formula for the most miserable failures.

Negative or Nil Resonance is identified from the customers.

REASON FOR FAILURE- FISH BONE ANALYSIS

SOME OF THE FAILED PRODUCTS…

HARLEY DAVIDSON PERFUME Harley Davidson co-

developed some perfumes and colognes with L’Oréal.

These are: Black Fire, Territory, Cool Spirit, Destiny, Hot Road and Legendary.

Some were available for men and women.

Had the various smells associated with riding motorbikes

FAILURES The idea in itself created a confusion in the

masses. It wasn’t clear if it is meant for bikers who don’t want to smell like bikers, or is it for the people who want to smell like bikers.

Simultaneously Harley Davidson launched wine coolers, after shave and T-Shirts.

As the saying goes, less is more, and Harley-Davidson had spread itself too thin. Customers stop buying the perfumes.

FACTORS FOR THE PRODUCT FAILURE