There are many success stories in the history of the business. Entrepreneurs or just companies used the good ideas that millions brought to them. However, not always the products are finished, consumers for one reason or another may simply not accept them.
As a result, some high-profile projects proved to be a failure, even if they were followed by big producers and serious means. Today, businessmen would like that no one remembers their mistakes, but there is nothing better than learning from the mistakes of others.
The famous magazine is published in more than 100 countries of the world, it is read in 36 languages. He has another 58 international applications. Not surprisingly, the Cosmopolitan brand is considered one of the most dynamically developing in the world. However, this story with the release of yogurt showed that everyone should do their own thing. For the famous magazine brand the main thing is still the seal, not the output of food. In 1999, low-fat yoghurt appeared on the shelves. The experiment fell deafeningly. Since the announcement of the beginning of sales was only a year and a half, and Cosmopolitan yogurt has finally disappeared with a counter of stores. Despite the fact that the product was proclaimed exquisite and sublime, it is unreasonably expensive. All the time the sales from the pages of his magazine the manufacturer tried to convince the reader that this yogurt is as sexy as the edition itself. The basis for the release of such a product was a study that showed that 65% of Englishmen use similar curd products in their own bedroom. Failed in this area, the brand tried itself in the production of bed linen. Thanks to the series “Sex and the City”, the brand received the second market share in the sales of sheets and pillows in the UK. Line of underwear BIC.
We know the BIC brand for selling simple disposable products. People are happy to buy razors, lighters and ballpoint pens with a favorite logo. A low price goes along with good quality. The owners of the brand decided that it was time to conquer new markets. So there was a white underwear with the image of a man with a head in the form of a globe. It was assumed that women will happily use the products of their favorite company. However, in reality everything turned out to be more complicated. The fact is that the main products of BIC were made of plastic, it was sold in the same store, being disposable. But underwear required the use of new technologies and new markets. Women could not understand why they need to buy panties from the same manufacturer that produces ballpoint pens. This failure was a lesson – you need to use available resources and do not rely mindlessly on the magical power of the brand.
Colgate breakfast cereals.
The consumer’s perception of the bulk of Colgate’s products is such that it can not be ingested. Probably, the company decided to please those who still ignore warnings. So in the market there was a whole line of new food products from Colgate. Many considered this expansion of the product line rather strange. The company decided that the morning should start with Colgate toothpaste, and continue with a dry breakfast from the same manufacturer. True, it quickly turned out that the food with the manufacturer’s logo was not appetizing to consumers. Foods from Colgate never left the American market. The company itself switched its attention to bathroom soap. It should be noted that the attempt to master new, seemingly “adjacent” markets, had a negative impact on the company’s revenues.
Eau de toilette Harley Davidson.
Harley Davidson has very loyal fans. But even they did not understand their favorite motorcycle brand when he offered his version of toilet water. After all, a real man on a roaring mechanized device is badly associated with a delicate perfume.T-shirts and lighters – still far away, but the fans did not take toilet water. Probably, people had these scents associated with the scents of a motorcycle. Member of the motorcycle club “Angels of Hell, Sonny Barger, wrote that the image of the motorcycles themselves Harley Davidson is very manly. Many motorcyclists even make tattoos depicting their favorite bikes. Not surprisingly, the manufacturer has created a whole network of stores selling branded socks, T-shirts, lighters and jewelry. But perfume and balm after shaving caused bewilderment. The manufacturer has fallen into the typical trap of the market – the more products, the more sales. In the early 1990s, the project was curtailed, but Harley Davidson did not learn the lessons. Wine coolers and children’s clothing with a moto-brand logo appeared on the market. And again, bikers were not enthusiastic. Joe Rice, responsible for corporate brand communication, said that for many years the company had tried different approaches to merchandising, a recognizable name appeared on products that were poorly advertised and sold. Today, Harley Davidson is much more cautious about who to work with and how to expand its brand.
Mountain bikes Smith & Wesson.
The Harley Davidson error was repeated in an even more wild form by the famous firearms manufacturer. The company’s marketing research has shown that it is valued not simply as a firm that produces pistols and rifles, but in general as a “producer” of products. In 1997, Smith & Wesson opened a line for the production of mountain bikes for the needs of law enforcement agencies, intelligence agencies and ambulance. And in 2002, bicycles were offered to the public. However, buyers did not see the connection between a quality weapon and a bike, except that, and that was made of metal. Though to special services such product has fallen to the liking, from wide sale it was removed.
Smokeless cigarettes RG Reynolds.
In 1988, the society began a serious fight against smoking. It turned out that even a passive stay in a smoky environment is dangerous for a person. At this point, RG Reynolds, which owns brands such as Camel, More, Winston and Salem, has released smokeless Premier cigarettes. However, the absence of smoke was not easy – the cigarettes had an unpleasant taste, similar to coal, which scared off the smokers. The cigarette worked by heating and transferring into a state of aerosol a special additive with the taste of tobacco. It was believed that the smoker himself would reduce the risks of cancer. The development of such a product took several years and cost the company about a billion dollars. Also, the cigarette, although it looked like ordinary, much more difficult to light. Researches of the manufacturer have shown that for getting used to the taste of new cigarettes a smoker needed a minimum of 2-3 packs. In fact, it was enough for one person. In 1989, Premier cigarettes stopped selling, less than a year after the appearance on the market. As a result, the product was a failure, the good idea literally disappeared.
Computer systems Xerox.
The very phrase “making a photocopier” causes indignation among educated people. After all, “Xerox” – this is the name of the brand closely attached to the production of paper copies. The company quickly was able to earn popularity and millions with the help of its copiers. In the late 1960s, Xerox Data Systems earned $ 1 billion every year and was preparing to conquer new markets. The attempt to create your own computer resulted in a loss of $ 85 million. Then “Xerox” made the next risky, and, as it turned out, an erroneous step – the ancestor of the modern Telecopier fax was released. However, consumers flatly refused to perceive the company differently than only the manufacturer of copiers. This series of mistakes forced the company to moderate its fervor for a while, however, in the advertising companies next to the Xerox logo there was an inscription: “It’s not just copying systems.”And in the mid-1980s, on the wave of a computer boom, the company introduced its own personal computer, an “information processor”. However, the product was waiting for the same problems that the future will encounter in the way of products XTEN and Ethernet office network. They have never been able to outperform IBM and its Satellite Business. As a result, the company abandoned all attempts to create its own computer and its own network.
Internet TV from Microsoft.
At the very beginning of the Internet boom, the famous company Microsoft invited users to go online using their TV receivers. A device was developed that connects to the TV and makes it possible to surf the Internet. At first such a prospect of easy access to the Internet interested those people who are alien to high technologies. However, these users also caused the collapse of the project. They did not bring a new income, but they constantly demanded improvements and new functions. As a result, the project stopped its growth at the level of one million subscribers and was actually buried. Today, with the advent of SMART technology and miniaturization of computers, there is no need for WebTV anymore.
Beverages Life Savers.
This story began in 1912. Then the company Clarence Crane, producing chocolate, offered to start producing sweets under the brand name Life savers. The name simply screamed that candies would save and prolong life. Since then, these candies rank first in their category of non-chocolate candies. But the new project of the manufacturer, a cool drink Clarence Crane, had no success. And this is despite the fact that preliminary marketing research predicted good sales. Consumers later said that the greater popularity of the Life savers brand and its close relationship with sweets led to the fact that when consuming the drink, there was a feeling like drinking a sweet essence. For a soft drink, this comparison is clearly not beneficial.
Clairol yogurt shampoo.
In 1979, sales of shampoo with the eloquent title “Touching yogurt” failed for a simple reason – nobody wanted to wash their hair with this dairy product! True, since then, consumer preferences have changed somewhat. It came to that some people tried to use shampoo just like yogurt – drink it! As a result, some consumers received health disorders, and the manufacturer itself – multi-million suits.
Mineral water Rocky mountain spring water from Coors.
What do people want from the beer brand? It’s clearly not mineral water. Such a soft drink will have to taste unless the most obvious fans of the brand. Although the spring water from the Rocky Mountains was used in the preparation of beer, the pure product itself was sold on sale. Apparently, the consumer values it exclusively in conjunction with alcohol.
Energy drink Cocaine.
In our turbulent time can not be recharged. The fashion includes drinks-energy. For example, Cocaine was initially positioned as the most powerful means of recharging life forces. And this is not surprising, because in the drink of caffeine was 3.5 times more than in the classic Red Bull. However, in 2007 Cocaine sales were stopped, and the product itself was withdrawn from retail chains. US state regulators came to the conclusion that the manufacturer positions its product as a legal alternative to conventional drugs. Today Cocaine fans can still find this powerful power engineer in European online stores, as well as in some American small shops.
Early magic Ken.
Since the beginning of Barbie’s sales, she has received many additions and improvements. However, among the many reincarnations of the buddy dolls are popular, this one was the most unsuccessful. Ken was nicknamed Ken-gay, for his excessively frivolous appearance and unnaturally blonde hair. Parents expressed bewilderment in the trendy image of a friend of Barbie.Is it any wonder after such that the company simply recalled the ambiguous doll from the stores?
PDA Apple Newton.
Today, the name of the company is strongly associated with success, but it was not always so. In 1993, Apple released its version of the Newton handheld computer. However, this product quickly failed. He was accompanied by a bad information background, the device itself was not easy, and the price of $ 700 scared off buyers. For 6 years, Apple released a pocket computer, which actually did not fit into my pocket. But you can safely say that his Newton Apple predicted the emergence of the market for tablet computers.
This car remains a classic and a fan of fans, despite the unenviable fate of a business project. In 1973, automobile enthusiast John Delorean left the conservative General Motors in order to start his business in the production of cars. However, the new company DeLorean Motor Company has produced only one model. It was DMC-12, a sports car with a body made of stainless steel and opening up the doors to the motif of bird’s wings. Sales of the innovative model began in 1981, but in a couple of years the company declared itself bankrupt. During this time, she managed to release only 9,000 of these machines. And the world fame to the brand came with a fantastic film “Back to the Future”. It was the DMC-12 that became the basis for the transformation of the strange scientist-inventor into a time machine.
Breakfast mates from Kellogg.
The producer of breakfast cereals Kellogg decided to use a fairly simple idea. What if you immediately mix the flakes with milk, adding a spoon to the set? It seems that immediately there will be a tasty useful food, immediately ready for use. However, the manufacturer did not take into account a couple of points. It turned out that retailers do not store breakfast cereals in refrigerators. As a result, the milk in the kit will turn out to be warm. And who likes to drink flakes with warm milk? Yes, and advertising promised that while parents are sleeping, children can prepare their own breakfast. That’s just the package Breakfast mates did not expect that it will be opened by children.
The morning ration of buyers tried to change this famous producer of soft drinks. In the 1980s, Pepsi decided that people would like to start their morning with a jar of her carbonated drink. After all, it has the same caffeine, so a replacement for bored coffee is found! However, the product Pepsi AM deafeningly failed in sales. Marketers have identified a potential segment among the target audience. After all, young people in the mornings often do not have time for a potential breakfast, that’s what a new soda was invented for them. The truth of the research was not so much, assumptions took their place. As a result, the company took its traditional drink, left it all the same sugar content, but increased the amount of caffeine. Involuntarily, Pepsi invaded a rather competitive market of power engineers. And those who are accustomed to drinking soda in the morning, the usual soda was fine. As a result, there was practically no need for a new product, explaining to people why a new drink is needed, turned out to be an expensive pleasure. Yes, and calling the soda “morning” the company actually limited its use for the rest of the day, cutting the hands of the market.
A similar fate awaited the transparent cola Crystal Pepsi. People are so used to the brown color of the drink that they simply refused to drink it discolored. In the early 1990s, the trend of purity and naturalness dominated. Pepsi decided to participate in the general race, releasing a decaf coke. The drink was made deliberately transparent, which emphasized the purity. In addition, the first tests were successful and in 1993 a “crystal” drink went on sale throughout America. The launch of the new product was supported by the entire promotional machine Pepsi.Even during the final of the championship in American football there was a video with the slogan “You’ve never seen such a taste.” Sales of the beverage grew rapidly. But with the end of the advertising campaign, people stopped buying a new drink. As a result, the new product was able to win only 1% of the market, after which its production was curtailed.
Lemonade Frito lay.
Famous chip maker Frito lay, owning brands Lays and Rito, decided to release a new product. Marketers have decided that people will certainly want to drink from salted potato slices. That is why under the already well-known brand was issued and lemonade, designed to quench your thirst. Only here the company’s name among consumers was associated with a product that still causes thirst, but does not quench it. The buyers did not see the connection between the sweet drink and the salty snack.
Bottled water for pets.
Of course, people sometimes like to pamper their pets. For dogs and cats, clothing lines are produced, they are serviced by hairdressers. Marketers decided that for pets, people would buy even bottled water. However, this idea did not work, maybe the animals just were not ready to drink purified water?
Artificial leather DuPont.
The famous company was founded in the 18th century. In the 1960s, she began to promote the product Corfam, which was an artificial skin substitute. In DuPont felt that leatherette is great for making women’s shoes. However, the manufacturer missed one important detail – comfort. Although the material was really cheap, he still could not compete with real leather, because it is simply softer. And manufacturers of footwear from natural materials, fearing competition from the new product, began to improve quality and reduce prices. As a result, the innovative, as it seemed, DuPont project was buried.
Ben-Gay is a pretty famous brand in America. Under this name is sold a famous ointment, which allows you to relieve pain in the joints, in the back and with arthritis. When the company decided to expand its range, it resorted to the release of a particularly strong ointment. This product was a success. Influenced by the dizziness of success, the leadership went on and released Ben-Gay’s aspirin. It was believed that the tablets can be distributed through an existing network of distributors, in addition, the brand itself was already associated with the removal of pain. However, consumers perceived Ben-Gay exclusively, as a burning ointment. This name simply was not suitable for another product. People refused to swallow the unpleasant, they thought, Ben-Gay. As a result, the new aspirin was not in demand.
Ready-made Maxwell House coffee.
The company offered a great way to get acquainted with instant coffee. The buyer was offered to buy a mug of coffee, already poured into a bag. Only here in the microwave it was impossible to heat such a product – it had to be poured into a cup anyway. So people did not get any ready coffee. Consumers preferred to pour a natural drink from the coffee machine into the cup. Surprisingly, Maxwell did not take advantage of the idea of offering cold coffee. Apparently, such a drink was frightened to run, because who would want to buy it in the winter? As a result, the consumer was offered a product that was convenient only in terms of ideology, without making its preparation really so.
McDonald’s Arch deluxe.
This chain of fast food restaurants is constantly trying to diversify its menu. So for the adult audience, a new burger Arch delux was developed. It was introduced in 1996, this product was distinguished by a new, more complex taste, especially for adults. In the commercials flashed children denying such a product. However, the audience of McDonalds did not expect anything complicated, they needed only convenience. It consisted precisely in the fact that buyers always knew what to expect from the company’s products.Besides, the mistake was concentration on the taste of the new burger. Restaurants are not appreciated at all for this, which is confirmed by the sale of new products. In addition, critics have attacked McDonald’s with criticism that the company has lost contact with the consumer.
Betamax video recorder from Sony.
For the first time Betamax video recorders were on sale in 1975. A little earlier, another device was introduced, based on VHS. By 1977, the VHS format was supported by four companies that released their devices based on it. Sony’s high quality in the case of Betamax meant recording a video on a cassette for only an hour of broadcast. But this was not enough, the VHS cassettes could hold more, although the quality was slightly worse. The question arose about which format to support. Sony persevered with its own development, but in 1987 VHS captured 95% of the market. It became clear that the war was lost. In 1988, Sony announced the launch of a line of VHS-VCRs. Betamax sales failed not only because of the inconvenience to the user (it was necessary to constantly change the tapes), but also because the license to the technology was not passed on to anyone else. While JVC, producer of VHS, shared their secrets. As a result, in 2002, Sony officially announced the termination of the production of Betamax, in addition, a new, digital era has come.
This history of failure is considered to be classical. The failure of this car became the history of the “Titanic” for Ford, significantly affecting his fate. The car was shown and advertised throughout 1957, but not particularly showing off its insides. As a result, as it was calculated by the manufacturer, the public was very interested in the novelty. The company planned to sell about 200 thousand cars a year, having won 5% of the whole market in one fell swoop. However, the car simply did not match the advertising flow that surrounded it. As a result, in the first year only 64 thousand cars were sold. Bad in this was bad advertising. People saw all the shortcomings, besides, the car received a stupid name, associated with the “marten” and a terrible appearance. The front bumper looked like a toilet lid. In addition, the product was chosen for an unsuccessful start-up time – at that time Americans were just starting to switch to cheaper models. As a result, Ford just did not study the market well enough, hoping for its strength and powerful advertising.
Another major mistake Ford made the name of the car is a household name. This car was launched on the market in 1971. However, it turned out that in the pursuit of profit, the manufacturer neglected security. Thus, the design of the fuel tank was unsuccessful, in the event of an accident, it easily broke through, which could lead to fuel leakage and fire. “Pinto” was called “barbecue for four”, as the rear doors are easily deformed on impact, leaving the passengers hostage ready is about to fry because of problems with the fuel tank. The suspension structure and brakes proved to be a mistake. In 1977, journalists wrote that the manufacturer knew about the problems, deciding that it would be cheaper to pay claims for death than to withdraw the entire line. As a result, the car entered the ratings from various magazines and as the ugliest, and as the worst car.
In the late 1970s, Coca-Cola found several strong competitors nearby, also offering soft carbonated drinks to consumers. In addition, Pepsi, who used youth idols in its advertising, carried out “blind” tests quite aggressively. People increasingly opted for a sweeter taste of the competitor. To maintain market leadership, the giant decided to take the bold step of abandoning its classic product and moving on to New Coke. Chemists gave such a taste, which on the test groups won not only the classic Coke, but also the competitors. In 1985, New Coke was officially introduced. Production of the same drink was stopped.The company spent millions on advertising and distribution and began to wait for results. However, Coca Cola underestimated the emotional connection of consumers with a time-tested drink. The marketing failure became the most famous in history. People even went to the demonstration, demanding that they return the old taste, the personification of America. As a result, New Coke did not last even three months, the project quickly turned off. Coca Cola has for years been driving users to realize that their drink is part of the national culture, so holding the revolution and completely abandoning it became a big mistake.
It was assumed that this product will help reduce appetite. The sweets were made with the taste of chocolate and caramel, mint and other flavors. The main ingredient was benzocaine, which is often used as a local anesthetic. Advertising made the product popular in the late 1970s – early 1980s. However, the emergence of the AIDS epidemic in Africa, whose name became consonant with the name of sweets, rapidly reduced sales. People did not want to have anything to do with a dangerous disease.
This is the very case when branding has become nonsense. Gerber specializes in the production of baby food. Trying to learn new, more serious markets, the product Gerber Singles was launched. The company chose a very unusual way – the production of small portions of food for the elderly. In the same jars, as for kids, were placed fruit, desserts, snacks. The line was launched in 1974, but it soon became clear that the food from cans for baby food did not match the people’s idea of a pleasant evening. And the name of the product “Gerber for single people” sales did not help. Marketers of the company forgot to put themselves in the place of their customers – whether they wanted to buy food for singles and eat from jars?