Else Nutrition Holdings Inc (BABYF)

[pual]

Assuming our CEO gets that ???
Source: Harvard Business Authors:
Joan Schneider and Julie Hall, CEO and exev.VP of Schneider Associates, an integrated marketing and public relations agency.

Numerous factors can cause new products to fail.

The biggest problem we’ve encountered is lack of preparation. Companies are so focused on designing and manufacturing new products that they postpone the hard work of getting ready to market them efficiently until too late in the game.

Flaw 4 out of 5: The product defines a new category or specificity and requires substantial consumer education—but doesn’t get it.

If consumers can’t quickly grasp how your product is different, it’s toast.
“40 Ways to Crash a Product Launch.” If your company is guilty of ANY OF THESE, think about how to turn them around.

Way #2 out of the 40 ways: Most of the budget was used to create the product; little is left for launching, marketing, and selling it.
#11. The marketing campaign is developed in-house by the manufacturer and lacks objectivity.
#23. The launch budget is insufficient to “pull” the product off the shelf.
#24. The product has no trained spokesperson to educate the media.
#27. The ad campaign is untested and ineffective.
#28. The launch campaign depends solely on PR to sell the product.
#30. Company executives underestimate the value of Twitter and Facebook.