Product Innovation of the five Achilles heel.docVIP

 PAGE \* MERGEFORMAT 13 Product Innovation of the five ‘Achilles heel’ Product is an enterprise marketing behavior of all the carriers, new product development is the enterprise to seize a larger market space for a powerful weapon, whether the enterprise has a specialty products and often determine the business prospects for development. Many enterprises attach importance to new product development, but also put in a lot of human material and financial resources, but the actual result: some companies due to new and rapidly became popular, while more enterprises are to no avail. Through analysis, we found that the reasons for the failure of new product development are often caught in the top five ‘Achilles heel’. 1: Product development and brand does not correspond to the road, the battle is not unified, the differences occur A good brand needs a clear, accurate, and unwavering brand route, we are talking about here refers to the brand name and brand positioning, brand appeal, brand style, and a combination of brand development, such as Heng Group’s tissue ‘heart-phase-Indian’ from the from the end with ‘romantic love’ as the main line of the brand appeal. Comic series from a few meters, lavender series, tea and language series new product development, we are able to accurately and clearly feel it is in the product development and promotion, we should inform consumers that this kind of romantic love, emotions. Why is it not called ‘green’, but called the ‘tea and language’, and accompanied by a pair of men and women riding bicycles romantic main screen? I want to stress tea in one of understanding, a spiritual language, communication, a soulmate feeling! On the contrary, Goldlion brand line is ‘a man’s world’, while the delicate Goldlion handbags listed, but it blurred the brand line, weaken the original brand man’s masculinity, and therefore did not win the ladies to please. This is the new product development improper dilution effect brought about by the br