Why Some Products Fail

Why Some Products Fail

Why Some Products Fail

If modern advertising techniques are so advanced and the hold over the consumer, by means of the creation and maintenance of a dominant 'brand image' theme, so compelling, why, one may well ask, do so many products fail?

One of the answers may lie in the profusion of these fruits of psychological study. Increasingly, one finds that products of more or less comparable quality are struggling to hold their market share, each using much the same methods of popular persuasion. Because these methods eventually become overworked, their effectiveness becomes diminished or destroyed. Constant innovation in one's choice of advertising themes is, therefore, essential.

In spite of all the research which has gone into trying to discover why some products fail while others succeed, it is still possible only to generalize about the reasons for product failure. Experience shows that it is most likely to occur where one or other of the following conditions apply:

1. Excessive Established Competition. The market is already highly competitive and is already catered for by a large number of products offering, basically, very little difference in quality, utility or appeal, such as toiletries, alcoholic drinks, cigarettes and confectionery.

2. Capital-intensive Production. A high degree of capitalization is involved and repeat sales of a high volume are essential to achieve a viable return. In such circumstances, success is dependent upon rapid sales growth and the achievement of a major share of the market in a very limited period of time.

One could argue that failure brought about by either of the above factors cannot be attributed to failure on the part of advertising. It is the result of mistaken ONLINE MARKETING judgement because the selling attributes of the product-its 'unique selling proposition'-are inadequate. Advertising can only do its job when other factors-product suitability, good salesmanship and effective distribution-have played their part. One should bear in mind always the overriding premise for successful marketing: the matching of the product to the consumer's need together with the' correct identification of the market segment one intends to penetrate. Only then can advertising be expected to do its work of promotion and persuasion.

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