date:Jun 20, 2014
ess.
Among the 12 key reasons for failure illustrated by the 22 case studies in this report are:
* Overestimating the potential market
* Targeting the mass market too early, instead of starting in a niche and growing from there
* A perceived mismatch between the product and the benefit (such as fish oil in yoghurt)
The report also identifies 10 Golden Rules for Success, such as initially targeting a brand at a clearly defined group of consumers, and the importance of a focused benefit messa