presented by

Nissar.b
S3.MBA
IMT

PRODUCT SUCCESS AND

FAILURE
product

 In marketing, a product is anything that can

be offered to a market that might satisfy a
want or need.
 In retailing, products are called merchandise.
 In manufacturing, products are purchased
as raw materials and sold as finished goods.  
Product success

 When an organization introduces a product

into a market they must ask themselves a
number of questions.
 Who is the product aimed at?
 What benefit will they expect?
 How do they plan to position the product
within the market?
 What competitive advantage will the product
offer over their competitors?
 ‘Marketing is not about providing products
or services it is essentially about providing
changing benefits to the changing needs and
demands of the customer’
 Kotler suggested that a product should be viewed in three levels.
 Level 1: Core Product. What is the core benefit your product
offers?. Customers who purchase a camera are buying more then
just a camera they are purchasing memories.
 Level 2 Actual Product: All cameras capture memories. The aim is
to ensure that your potential customers purchase your one.
 The strategy at this level involves organizations branding, adding
features and benefits to ensure that their product offers a
differential advantage from their competitors.
 Level 3: Augmented product: What additional non-tangible
benefits can you offer?
 Competition at this level is based around after sales service,
warranties, delivery and so on.
 When placing a product within a market many
factors and decisions have to be taken into
consideration. These include:
 Product design – Will the design be the selling point
for the organization as we have seen with the iMAC, 
the new VW Beetle or the Dyson vacuum cleaner.
 Product quality: Quality has to consistent with other
elements of the marketing mix. A premium based
pricing strategy has to reflect the quality a product
offers.
 Product features: What features will you add
that may increase the benefit offered to your
target market?
 Will the organization use a discriminatory
pricing policy for offering these additional
benefits?
 BRANDING.
Product failures
 High level of executive push of an idea that doesn’t fit
the targeted market.
 Over estimated market size
 Incorrectly positioned product
 Ineffective promotion(e.g.: packaging etc)
 Incorrectly priced
 Poor timing of distributions
 Key channel partners were not informed or involved, or
both
 Conducting marketing research and ignored those
findings etc…
Some successful products

 Maruti swift
 “the all new maruti swift is fully loaded with a
range of exciting new features. It’s a perfect
complement to your evolved lifestyles and
tastes. and the best way to take your driving
pleasure to a brand new high”.
 The pricing of the maruti swift is
comparatively low compared to
competitors(hyundai)
 They are giving an value based offering to
customer.
 Car of the year 2009
advertisement

YouTube - Swift New Advertisement.mp4

PARX
 Parx is a premium casual lifestyle brand, which is
positioned to cater to the needs of consumers
who are looking for dressing up for life across
occasions and events.
 Parx reflects the persona of the energetic 22-30
year old who is aggressive, outgoing, dynamic
and lives his life to the fullest. Parx reflects the
pulse of the new generation which looks at
clothing as a reflection of their attitude and
vibrancy.
 Parx has been the preferred choice of brand
in the causal wear segment with continuous
innovations and international trends and
styling.
 It is positioned to meet the consumer needs
for "beyond work" requirements and this has
been addressed through categories
like Urban, Sport, Excursion and Club.
 Distribution is through the following
channels: Exclusive Parx brand stores, which
are company-owned and operated.
 There are currently 13 exclusive stores and a
few more to be added by the end of this year.
  Parx’s exclusive brand stores are directed
toward delighting the customer with high
standards of service and providing an unique
shopping experience.
NOKIA N-series
 Customer satisfaction
  Customer perception
 Making satisfactory progress
 Enhanced product portfolio
 Increased distribution channel
 Focused on replacement
 Increase commitment to emerging market
 Aggressive pricing etc.
 AIDA in nokia(attraction,interest,desire,action)
TATA DOCOMO
 It’s from Tata teleservices ltd.
 First mobile service provider to have second
pulse tariff.
 Brand image of Tata.
 Large variety of plans and affordable to all
class people.
 Tata docomo having a good quality network
which provide high voice clarity
 Good range of channel of communication. as
Tata already exist in this field as Tata indicom.
 Following distinctive style of advertisement
in TV's and newspaper.
tat.wng.mp4
SURF EXCEL
 HUIL introduced surf in 1959
 Wide variants
 changes from rational appeal messages to emotional
appeal messages
 Offers and schemes
 Strong distribution channel.
 Innovative ad approaches
 Price quantity and variety
 Unique selling points
 Success of slogan “stains are good”
 CSR of the organization
PARACHUTE
 Parachute is premium edible grade coconut oil, a
market leader in its category.
  Synonymous with pure coconut oil in the market,
Parachute is positioned on the platform of purity.
 The quality of the product has contributed to its
lasting success
 The consistency, with which Parachute has
delivered, ensures consumer loyalty and trust in
the brand.
 Innovations in the packaging whether from the aspect of
user-friendliness or aesthetics have and continue to help
Parachute grow.

 Some of the examples of innovation for Parachute are:

  Flip Top Cap for Parachute bottles to enhance the safety and
protect the purity of oil.  

 Easy Jar of Parachute to facilitate usage especially during

winters.  
 Parachute Mini - a bottle shaped small pack being sold at an
MRP of Re. 1  
 20 ml Parachute - a Rs 5 SKU that enables loose oil users to
upgrade to Parachute
GILLETTE

 First to introduce shaving gel in Indian market

 Packaging is an competitive advantage for Gillette
 Their products in premium category.
 Powerful distribution using distributors and
franchisees
 Extensive promotion for their products in Indian
as well as world market.
 Roger federrer,Tiger woods, David bechkam&
Thierry Henry are world ambassadors called as
Gillette champions.
BATA

 75+age old footwear brand

 Positioning in fashion footwear segment with
a huge range of trendy foot wear
 Focusing on customer satisfaction
 Expanding it’s retail footprints in major
metro’s and big cities
 Reaching rural through dealers
 Their competency is a large showroom space
 Focus on product design
 Range of offering in every market segment
and in every occasion
 Targeting for family as whole
 Installation of “point of sale ” software's in all
outlets
 Better brand image.
COCOCOLA
 Strong brand name
 Local marketing strategies
 Innovative packing
 Size and flavor variants
 Prices vary in each season
 Eye catching positions of cococola
 Lot of sales promotions
 All types of advertisements
 Brand ambassadors
ADIDAS
 Youth oriented designs
 Innovative advertisement campaigns
 Strong brand name and brand loyalty
 Attracting outlets
 Danny cipriani brand ambassador(David beck
ham)
Some successful products

 Bajaj pulsar
 Reebok
 Nike
 Lee cooper
 Sparx
 Dh shirts and trousers
 Raymond's etc
Some failed products

 NEW COKE
 New coke last only for 79 days.
 “we didn’t understand the deep emotions of
so many our customers for coco cola” Donald
r. Keogh (president)
 Different from original brand taste.
 Before launched new coke they had invested
us$4,000,000 in market research and
undertook 200,000 blind taste tests.
 They had focused on the product ,not brand.
 Neglected emotional value
 MICROSOFT TV
 WebTV (now MSN TV) offered consumers Internet connection via their
television sets in the mid-1990s.
 A Cable World article by Andrea Figler describes it this way: The service
grew quickly at first, attracting mainstream users that typically shied
away from technology.
 But to Web TV's dismay, they became the dreaded consumer: a
customer who failed to produce new revenue streams but insisted on
creating expensive customer service problems.
 So Microsoft which bought WebTV in 1997, scrapped the brand. It never
passed the one-million-subscriber mark. 
Colgate kitchen entrees
 The Brand Failures blog explains: In what must be one
of the most bizarre brand extensions ever Colgate
decided to use its name on a range of food products
called Colgate's Kitchen Entrees.
 Needless to say, the products did not take off and never
left U.S. soil.
 The idea must have been that consumers would eat
their Colgate meal, then brush their teeth with Colgate
toothpaste.
 The trouble was that for most people the name Colgate
does not exactly get their taste buds tingling.
Harley Davidson perfume
 Harley-Davidson fans are known as very loyal
customers. However, even the beloved motorcycle
brand can go too far.
 T-shirts and cigarette lighters were one thing, but
when the company started to make aftershave and
perfume, fans were not impressed. As the saying
goes, less is more, and Harley-Davidson had spread
itself too thin. Or maybe people just weren't too
keen on the idea of smelling like a motorcycle.
Some important failed products

 Smith and wesson mountain bikes

 Cosmopolitan yogurt
 Life savers soda
 Coors rocky mountain spring water
 Cocaine energy drink (red bull)
 Apple Newton
 Delorean car
 Kellogg's breakfast mate
 Pepsi am & crystal pepsi
 Rj reynolds smokeless cigarettes