Successful Product Launches
MARKETING ASSIGNMENT
SUCCESSFUL NEW PRODUCTS
CONTENTS 1) INTRODUCTION
2) CHARACTERISTICS THAT HELP A PRODUCT TO BE SUCCESSFUL
3) PAGALGUY
4) YAMAHA FZ
5) UNIVERCELL MOBILES
6) NEEYA NAANA
7) IPL
8) REFERENCES
INTRODUCTION
The world is a competitive battlefield for businesses, where every day new players enter with vigor and the existing ones tighten their grip on the market. But there is one path to creating your own unparalleled world in this battle, and that is by creating and innovating breakthrough products.
CHARACTERISTICS THAT HELPS A PRODUCT TO HAVE A SUCCESSFUL BREAKTHROUGH:
Meeting Customer need in a genuine way
Make sure product performance measures up.
Proper positioning and differentiation.
Carefully targeted advertising.
Strong product economics.
Ensure strong price-value relationship.
Effective distribution channels.
Being on the right timing.
Sufficient funding.
Organizational support.
The following are some of those products which achieved success.
PAGALGUY:
PAGALGUY is an online youth community, primarily targeting MBA aspirants in India. Allwin Agnel (MBA Wharton 2008), the founder of PaGaLGuY was featured on the Young Turks program on CNBC in May 2005. The firm was also nominated as one of the ‘hottest start-ups’ in India by the Tata group. While it was not the first player in this space, PaGaLGuY can be credited with using unique ways to pioneer the large-scale development of its online community. PagalGuy gave its users a platform to voice their opinions and receive those of others on varied topics, from B-School entrance exams and choice of BSchools, to the latest happenings in politics and economics that are relevant for MBA interviews. Its high popularity today allows it to generate sufficient advertising revenues to keep the forum free for all users. It has become a catalyst for
SUCCESSFUL NEW PRODUCTS
CONTENTS 1) INTRODUCTION
2) CHARACTERISTICS THAT HELP A PRODUCT TO BE SUCCESSFUL
3) PAGALGUY
4) YAMAHA FZ
5) UNIVERCELL MOBILES
6) NEEYA NAANA
7) IPL
8) REFERENCES
INTRODUCTION
The world is a competitive battlefield for businesses, where every day new players enter with vigor and the existing ones tighten their grip on the market. But there is one path to creating your own unparalleled world in this battle, and that is by creating and innovating breakthrough products.
CHARACTERISTICS THAT HELPS A PRODUCT TO HAVE A SUCCESSFUL BREAKTHROUGH:
Meeting Customer need in a genuine way
Make sure product performance measures up.
Proper positioning and differentiation.
Carefully targeted advertising.
Strong product economics.
Ensure strong price-value relationship.
Effective distribution channels.
Being on the right timing.
Sufficient funding.
Organizational support.
The following are some of those products which achieved success.
PAGALGUY:
PAGALGUY is an online youth community, primarily targeting MBA aspirants in India. Allwin Agnel (MBA Wharton 2008), the founder of PaGaLGuY was featured on the Young Turks program on CNBC in May 2005. The firm was also nominated as one of the ‘hottest start-ups’ in India by the Tata group. While it was not the first player in this space, PaGaLGuY can be credited with using unique ways to pioneer the large-scale development of its online community. PagalGuy gave its users a platform to voice their opinions and receive those of others on varied topics, from B-School entrance exams and choice of BSchools, to the latest happenings in politics and economics that are relevant for MBA interviews. Its high popularity today allows it to generate sufficient advertising revenues to keep the forum free for all users. It has become a catalyst for
References: 1) http://www.narms.com/2011/06/nielsen-unveils-12-new-product-success-factors/ 2) http://www.rediff.com/money/2006/jan/18brand.htm 3) http://www.univercell.in/aboutus 4) http://www.iimb.ernet.in/~gprabhu/pgcase.pdf 5) http://en.wikipedia.org/wiki/Indian_Premier_League 6) http://www.tamilspider.com/resources/8292-History-success-facts-behind-neeya-naana-vijay-TV.aspx 7) Article: A Sign of Revolution in Indian Bike Market by Amit Sharma 8) A.C. Nielsen, "New Product Introduction-Successful Innovation/Failure: Fragile Boundary," AC Nielsen BASES and Ernst & Young Global Client Consulting (June 24, 1999).