Extra Credit Marketing
NB: Product should have failed in 2015. No limit on pages. The more you cover the points given below, the more you score.
Define the product
Short history describing the failure of the product
Reasons for failure of the product
Wrong segment (fuzzy, weak, incorrect)
Positioning (inert, inept, misplaced)
Product itself
Timing of launch
Pricing
Distribution (wrong channel of distribution)
Promotion & advertising
Competition
Regulatory factors (government policies)
Environmental change
Corporate support
Organizational factors
Change in management
Buyer behavior
Branding
Economy
Culture
Your Recommendations
What would you have done to make the marketing strategy work?
Assumptions
Context
Qualifications