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Know-How Exchange

Topic: Strategy

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This question has been answered, and points have been awarded.

Relaunch Of A An Already Failed Product

Posted by yassinec on 250 Points
I need your advice about what s the best way to relaunch a product that was badly first launched.

  • Posted by mgoodman on Accepted
    It depends on the customer base, the industry, and the product itself. It would also be helpful to know WHY the first launch went bad.

    It's impossible to answer your question without some additional information. The pat answer would be, "don't launch it the same way it was launched last time."
  • Posted by arnabbanerjee100 on Accepted
    tell me about your industry, product, company and especially customers in detail. only then i can answer.
  • Posted by stlubahn on Accepted
    Is it possible to rename the product or come out with an extension or improvement to the product? You did not say why the initial launch failed, but if the product has some negative feelings in the minds of you prospective customers a relaunch with a different name, model or feature set might improve your results.
  • Posted by Gary Bloomer on Accepted
    Just because an initial launch was badly handled it does NOT logically follow through the product failed. Could you supply more details?
  • Posted on Accepted
    You might consider not "launching" the product at all. Instead, figure out where the problem resides (awareness, consideration, trial, etc) and come up with strategies to address the particular problem(s).

    Another approach is to find some people who love the product and build from there.
  • Posted by arnabbanerjee100 on Member
    by the way, the most important question is :

  • Posted on Accepted
    And you want to relaunch this product because...?

    Because it's a great product?

    In whose mind?

    What objective research do you have to back that up. (The emphasis should be on "objective,")

    Do you have even the remotest reason - and can you objectively support that reason - why this product failed.
  • Posted by telemoxie on Accepted
    please provide more details.

    One option would be to relaunch the product in a different geography, different market, or through a different channel of distribution.

    Another option would be to begin with marketing research, using a "ready aim fire" rather than a "ready fire aim" process.

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