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Picked the Wrong Marketwould be if your team does not have the skills and resources
needed to win in a particular market
Takes Too Long to Enter MarketCompetitors have “out-gunned” you, your
customer’s needs have changed, etc.
Product is Not Good EnoughBad design is an example – both bad user-experience and bad
architecture. Poor execution also lands here – broken windows, sloppy implementations, poor quality. For this
branch to work, “product” is not just the product that your development team builds, but also your customer
relationships, distribution, services, etc.
Ford Edsel (1957)
Ford's 400 million dollar investment, released in
1957. It's design, engine, size and comfort was fit with
American cars, even it had some better features, it still
failed because of it's big brand competitors.
Clairol’s Touch of Yogurt Shampoo (1979)
Like many companies, P&G began emphasizing
the natural ingredients in its products in the 1970s to answer the overall “back to nature”
movement of the time. It was common for many shampoos to contain a variety of natural
ingredients, including honey, various herbs, and fruits. When Clairol, a subsidiary of P&G,
released its Touch of Yogurt Shampoo in 1979, however, customers did not take to associating
dairy with a hair product. The product was also confusing to some. There were a number
of cases of people mistakenly eating it and getting sick as a result.
Colgate Kitchen Entrees (1982)
Colgate launched Kitchen Entrees, a line of frozen food products, in 1982, hoping to
capture the growing market for ready-to-eat meals. While the idea seemed workable, it
flopped with customers, who got very confused about Colgate’s brand image. The
brand had been associated with hygiene and customers did not buy the idea that they
should eat food offered by the same brand whose products they normally used to clean
their mouths with.If you lose sight of your core values, people start to question the
goals of your company.
New Coke (1985)
Today's coke industry leader Coca-Cola, in 1980s, lost it’smarket share to Pepsi and
released a new producttastes like Pepsi: New Coke.
But after two weeks, New Coke withdrewed from the market and Coca Cola back
to it’s original taste.
Pepsi A.M. and Crystal (1989-1992)
In the late 1980s Pepsi-Cola Company introduced Pepsi A.M., a carbonated beverage with "all the sugar and twice the caffeine" as
morning soft drink.However There was no specific demand for a
breakfast cola-drink.In 1992 Pepsi came out with
Crystal Pepsi-Clear Cola.It wastasted very different from Pepsi : Without color, caffeine but addedsugar.But customers didn’t like it’s
taste.
RJ Reynolds Smokeless Cigarettes (1989)
With concern over the dangers of smoking at fever pitch in the
late 80s, tobacco giant RJ Reynolds set out to create a “cleaner” alternative. $325
million later, smokeless cigarettes were born.But in 4 months health organizationsfind out it’s not healthy andwithdrewed from market.
Coors Rocky Mountain Spring Water (1990)
In 1990s, famous beer manufacturer Coors
Rocky brand and took water with this brand on the market. But it does not want a new product
outside of Coors beer fans soon led to the deletion from the
market.
In 1990s, the company took out a tablet computer named
Newton and sold it minimum $700.This
tablet failed because of its battery life and
hard-to-read screen.But it also
inspired aspects of future OS designs.
Apple Newton/MassagePad (1993)
Cosmopolitan Yogurt (1999)
Cosmo applied a “Cosmo can sell anything” logic to
entering the dairy industry.this seems to be
fundamentally flawed of a extending the brand too far,
and misunderstanding audience . The yoghurts were even priced higher than competing brands.It
failed in 18 months.
Harley-Davidson Parfume (2000)
Harley-Davidson launched a perfume.The idea created a confusion in the masses. It wasn’t clear if it is meant
forbikers who don’t want to smell like bikers. Even the loyal
fans did not like the idea.HDhad learnt a branding lesson. More products did not mean
more revenue and overextending the brand meant
a short-term focus.
JooJoo (2009)
JooJoo was a Linux-based tablet computer. It
was produced in Singapore and sold at
same price with iPad-$499.But it’s
performance wasn’t as good as iPad.So productwas taken off the shelves
in 2010.
Kodak
Consumer’s brandperception prevented
Kodak to attach itself tochanging market-
competitors were caringmuch about innovation.
Digital photography, smartphones etc. were the mostimportant reasons for it’s
bankruptcy.
MSN Messenger (2013)
Users preferFacebook instead
of MSN messengersince video call
started in Facebook. It
handed over toSkype in 2013.
Nokia
Apple and Android crushed Nokia by their
updates andimprovement-Nokia couldn’t improve it’sown OS symbian and
tried Windows Phone.But still it wasn’t
enough and handedover it’s shares to
Microsoft.