By John I. Todor, Ph.D., Author of Addicted Customers (www.AddictedCustomers.com)
It is a well established fact that many new products
fail. Most companies follow a “build it and they will come” strategy. This
might work when you are selling a “new and improved” version of something for
which people have an established need. However, that is not the case these
days. If there is an established need and therefore, demand, the product must
become differentiated to avoid commoditization. If there is no established
need, that is, the product is innovative or requires new knowledge to use, the
company cannot just sell it and expect success. This is true even if they have
a crackerjack sales team that temporarily pushed the product onto customers.
While this might seem self-evident to some, it
apparently isn’t to most companies. The overwhelming majority spend the lion’s
share of their go to market budgets on sales that push and very little on
strategies that PULL. Push can lead to short-term wins for the company. But, long-term
viability requires a deliberate focus on helping customer gain greater
consumptive value.
As the following excerpt illustrates, failure to help
customers have a greater consumption experience with the product can damage its
desirability for years to come.
"Bringing Duck Home," Janet Fletcher, SF
Chronicle, 10/25/06
Jim
Reichardt, a fourth-generation duck farmer from
Petaluma whose
"They marketed the hell out of them,"
says Reichardt, "but they didn't
teach people how to cook them. So a generation was turned off from cooking duck
at home because there were so many bad experiences: houses full of smoke and
burned duck and having to go out for pizza."
GOD BLESS YOU FOR YOUR INFORMATION
Posted by: DANIEL | November 28, 2009 at 02:34 AM
I can say is new products are not popular to the cutomer so in that case you can make strategy that the customer will buy in your products
Posted by: Juno888 | June 14, 2007 at 11:10 PM