In the first two instalments of this series, it was established that product failure is far more common than most organisations are prepared to admit and that the sources of failure are more varied than a simple post-mortem on the marketing plan tends to reveal. The last article indicated that the lack of adaptability to environmental changes by organisations is one of the major factors responsible for product failure. Today, I will continue the substantive examination of other specific failure factors. Each one will be worked through in detail, with the real-world illustrations that make the lesson not just instructive but unforgettable.
Over the coming series, I will be examining what happens when organisations get the consumer insight wrong, when they price products incorrectly for the market they are entering, when they distribute inadequately, when they communicate without clarity, and when they launch at the wrong moment or against the
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