Product Failure Reasons

1. Hereby signaling our need to reduce the input costs for our VODITE product SEXY.

2.  In this market, our downfall stemmed from our inability to calculate the net contribution needed to attain the financial goals we have set for our team.

3. Our planning did not take into consideration revenues and cumulative net contribution, which is required to make intelligent decisions in becoming a market leader.

4. tops down, bottoms up . we did not determine any financial goals for each of the segments we were targeting

5. forecast the ideal values pertaining to brand characteristics for various segments

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6. Creating such a plan earlier would have helped us to better understand the percentage of the Bravo industry’s cumulative net contribution required to be amongst the top two groups. Furthermore, it would have identified the necessary market share and contribution for each of our products and targeted market segments, in order to achieve our competitive goal. 

7. Don’t target as many segments with our product as possible.

8. We changed our product price and positioned our brands (using semantic scales) by using values that were the average of the two-targeted segments for each brand. It became immediately apparent that our strategy was flawed

9. we made drastic changes to the price of SORT and also had the smallest commercial team size (Exhibit 13 and 14). We also realized that we have mistakenly tried to target as many segments.

10. we changed our pricing using conjoint analysis (Exhibit 15), and used the ideal values and semantic scaling to position our brand on the perceptual map for our targeted segments.

11. potential blue ocean market. Save money from them going after all the segments.

12. With our optimistic forecast, we were left with excess inventory of an obsolete product; the ideal values have changed by the time that we launched it.

13. Ask for loan only if necessary. It can be detrimental.

14. Shelving both products freed-up our financial resources is powerful tool. Don’t wait .

15. Read the manual.

16. Model : It not only helped us to forecast units, market share, and ideal values, but also helped in narrowing the plethora of possible choices to just a few important choice.Our biggest downfall is that we created this model towards the end of the simulation.

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