Failed Innovations
Innovation Failures
Author: Izabela Kowalska
Table of Contents Introduction 2 Mineral water: Bonaqua vs. Kropla Beskidu 2 Jams in tubes 4 Chocolate Jams 5 McDonald’s failed products 6 McPizza and McSpaghetti 6 Hulaburger 6 McDLT 6 Arch Deluxe and McLobster 7 McLean Deluxe 7 McAfrica 7 Dog in the Fog 8 Marketing campaign 8 Product 9 Discussion 9 Conclusion 11 References: 12
Introduction
In this paper I am going to present a few examples of product failures that happened because of flaws in the strategy, neglecting to research local consumers’ preferences or simply an ill-conceived idea. I am going to prove that innovations are not always good ‘by default’ unless they are carefully thought over.
Mineral water: Bonaqua vs. Kropla Beskidu
Bonaqua is a global brand of American company Coca-Cola and its image is designed to be the same in every country. However, the taste and mineral content of water differs depending on the spring it is acquired from. To prevent a situation of using the water from the American spring and then exporting it worldwide (to keep the taste uniform across the world), the company applied a production technology tailored to the local conditions. It contained in a few steps: first the local water is filtrated thanks to osmosis and hence a clear distilled water is obtained, then it is enriched with a ready concentrate of minerals.
Bonaqua mineral water was introduced to the Polish market in 1994. With the use of good and proven marketing techniques, despite its relatively high price, it quickly became a leading product among other brands of mineral water. Then in 1997 it only ranked as the 3rd and in 1999 – as the 5th. This gradual fall of Bonaqua brand was accompanied by some unfortunate gossips and events. First of all, it was rumoured that some research in America proved that the water in some of Bonaqua bottles is just plain tap water. Even though the said research was performed in America, the
Author: Izabela Kowalska
Table of Contents Introduction 2 Mineral water: Bonaqua vs. Kropla Beskidu 2 Jams in tubes 4 Chocolate Jams 5 McDonald’s failed products 6 McPizza and McSpaghetti 6 Hulaburger 6 McDLT 6 Arch Deluxe and McLobster 7 McLean Deluxe 7 McAfrica 7 Dog in the Fog 8 Marketing campaign 8 Product 9 Discussion 9 Conclusion 11 References: 12
Introduction
In this paper I am going to present a few examples of product failures that happened because of flaws in the strategy, neglecting to research local consumers’ preferences or simply an ill-conceived idea. I am going to prove that innovations are not always good ‘by default’ unless they are carefully thought over.
Mineral water: Bonaqua vs. Kropla Beskidu
Bonaqua is a global brand of American company Coca-Cola and its image is designed to be the same in every country. However, the taste and mineral content of water differs depending on the spring it is acquired from. To prevent a situation of using the water from the American spring and then exporting it worldwide (to keep the taste uniform across the world), the company applied a production technology tailored to the local conditions. It contained in a few steps: first the local water is filtrated thanks to osmosis and hence a clear distilled water is obtained, then it is enriched with a ready concentrate of minerals.
Bonaqua mineral water was introduced to the Polish market in 1994. With the use of good and proven marketing techniques, despite its relatively high price, it quickly became a leading product among other brands of mineral water. Then in 1997 it only ranked as the 3rd and in 1999 – as the 5th. This gradual fall of Bonaqua brand was accompanied by some unfortunate gossips and events. First of all, it was rumoured that some research in America proved that the water in some of Bonaqua bottles is just plain tap water. Even though the said research was performed in America, the