One of the biggest decisions that must be done by a marketer is to decide whether to launch a new product or not. Launch new products are not just mathematical calculations, but it also requires courage to take risks. Be careful, the failure of our products are sometimes not visible in the near future. Many new products were introduce in the market is booming. However, the months that followed did not give encouraging results.
Naturally, if the new product has a high sales increases during the initial launch. Communication activity and aggressive sales promotion as well as a large consumer curiosity to try out, tends to increase sales. However, if you find that consumers think nothing of value that they can feel, then sales will suddenly decrease.
Does the lack of marketing research that resulted in the failure of new products? Some indeed may be caused by it. Many marketers are not doing extensive research before launching the product. In fact, there is only a feeling or follow the trend of relying on existing products. What also happens a lot, marketers intensively researched, but then refused to accept the results of such research. You see, the research can tell you not to launch it.
Marketing research does not always give an encouraging picture for us. Sometimes the results indicate that the market did not accept our products. The question, whether we are then encouraged to accept them? Launching new products require a lengthy process. Not infrequently the new product is the result of research and development carried out for years. New innovations emerge from the experiments and the long struggle of ideas. Consequently, if the market was not received, all of which have been conducted as to be useless.
Rather than useless, they finally tried to research the return or seek a second opinion from another research consultant. They hope the result will be different. Others may be reckless launch and hope