28-11-2012, 05:28 PM
CAPABILITY & SUSCEPTIBILITY
CAPABILITY.ppt (Size: 504.5 KB / Downloads: 33)
CRIME
Something is Wrong with Our Predictions
A recent Nielsen BASES and Ernst & Young study put the failure rate of new U.S. consumer products at 95 per cent and new European consumer products at 90 per cent.
We need to do better than that. We need to have a better way to predict the future.
CULPRIT
According to a leading market research firm, about
75% of consumer packaged goods and retail products
fail to earn even $7.5 million during their first year.
Less than 3% of new consumer packaged goods
exceed first-year sales of $50 million – considered
the benchmark of a highly successful launch.
PRINCIPLE
The vast majority of these new products & services
don’t stand a chance to become big brands
because they were introduced to SERVE a market
rather than to CREATE a market