The reasons products fail are far and wide, such as poor or inadequate design, inferior
quality, manufacturing issues, a market need that never existed, a market need that
couldn’t be created, unacceptable pricing, bad packaging, inadequate distribution and
even a product consumers don’t understand.
The blame game
Sometimes - actually too many times - excellent, innovative and even compelling
products fail because their own marketing campaign or lack thereof, failed them.
A recent Harvard Business Review article listed these marketing glitches as some of
the most common reasons for product failure:
Too much of the budget was used to develop the product, leaving too little
for launch marketing and sales support.
The target audience wasn’t adequately defined resulting in an unfocused
The marketing campaign was developed by internal company resources
and lacked the objectivity an agency could have provided.
The product had insufficient exposure and limited advertising, marketing,
public relations and promotional support.
The launch budget was too small and depended solely on one marketing strategy.
Not enough marketing tactics were used to reach an increasingly diverse,
social and technology based consumer.
Too much of the marketing budget was used for the launch and too little
was left for ongoing promotion.
Partners in the sales channel weren’t adequately informed, trained and
motivated to sell the product.
Products come to market faster than ever. The average development cycle has dropped
from an average of 12 to 18 months to a scant six months. That’s not much time to do
everything that needs to be done to get a product launched, much less think about what’s