15-6-17
Some times a name itself becomes
death nail for the success of a product. In 1980, a popular company launched a
new product Lasagna. Lasagna is a food dish that consists of layers of pasta,
sauce, and a filling such as meat or cheese and is baked in oven, often call
small pizza. The intention behind was to encourage people eat branded frozen
dinner and then brush the teeth with branded paste and branded toothpaste.
The name of the company which
launched this product was Colgate. The product failed despite the fact it had
everything including reasonable price, good quality and taste. Experts claimed
that people could not be attracted because they could not associate the product
with ‘Colgate’ brand. If the same product would have been promoted under
‘MacDonald’ or ‘Pizza Hut’ it would be successful.
Q. Which element of exchange
mechanism is missing?
Q. Which philosophy of marketing
management was followed?
Q. Which characteristic of brand
misguided the consumer?
COMPOSED BY PATHAK SIR @pathaksirbst ( at twitter)
To be continued.....
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