Marketing 11
5-1 Why Most Product Launches Fail?
Watch this 11 minute video link from the Harvard Business Review.
…why most product launches fail.
-interview with Joan Schneider is the president of Schneider Associates; and
Julie Hall is its executive vice president. They are the coauthors of The New Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products (BNP Media, 2010).
ASSIGNMENT:
Following the film, complete the following assignment from the link. Read through the article and check out the links listed on the side. Answer the following questions:
1. Why did the “Cell Zone” fail?
On the website above, select the LINK: “Can You Hear Me Now?”
2. On the website above, select the LINK: “Remember Any of These Short-Lived Successes?”
According to this article, what was the biggest problem for these new product failures?
3. On the website above, select the LINK: 40 Ways to Crash a Product Launch?
*skim—a) problems with “Pre-Launch Phase”
b) problems with “Launch Phase”
4. Keep reading under the “40 Ways to Crash a Product Launch”. Make a three column chart (use MS Word: table) that lists & explains the “5 fatal flaws”. Include one product example for each flaw.
(4 marks)
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