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)

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download