A recent product that was introduced and failed in market was "Dove Real Beauty Bottles”. This product was launched by Dove as a limited edition. The idea behind the product was to acknowledge the fact that beauty comes in all shapes and sizes, there is no perfect shape and beauty break moulds (Visual Fizz, 2017). So the company designed plastic bottles of different shapes to represent the diversity of women body for their body wash. They tried to showcase diverse representations of female bodies through their packaging. But the comparison of women’s figures to abstract, shapeless soap bottles sent the wrong message that result in the failure of the product. They released 7 different shapes unconsciously forcing women to choose the bottle that matched their shape. So instead of reinforcing a strong body image, it ended up increasing self-consciousness and the product failed badly (Steffens , n.d.).
New product fails because of overestimated demand, poor design, poor marketing execution, high development cost, lack of research and development, and strong competitive reaction (Kotler & Keller, 2016). In this particular case, poor design and poor marketing execution were the major reasons for the failure of the product. Instead of empowering, it tried to objectify women by their design. The idea of reflecting women body shape through plastic bottles backfired it. Dove tried to express its passion for beauty that went horribly wrong. Dove, being a corporate project that claims to oppose restrictive feminine beauty standards and promote more democratic vision of beauty tried to replicate its mantra of beauty comes in all shapes through this product that was not received well by the customers (Johnston & Taylor, 2008).
In order to prevent the failure, it could have given more attention on the product rather than the packaging. Being an established brand, people would purchase the product because of its brand name not because of the packaging. Customers should be persuaded to purchase the product by focusing on the details. Instead of making separate product package for each body type, they could promote the product as the body wash as a product that can be used by women who are beautiful in their own way. How people will perceive the advertisement should also be taken into consideration as it is not sure that the audience will receive the message as intended by the marketer. Though Dove had good intention, it was not received well by the customers. Customers’ negative reaction leads to the extinction of the product. So advertisement should be designed considering the possible reactions it may arise.
References
Johnston, J., & Taylor, J. (2008). Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign. Journal of Women in Culture and Society, 33 (4), 941-966. Retrieved from doi.org/10.1086/528849
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). London: Pearson.
Visual Fizz. (2017, June 13). Stick a Fork in Them, They’re Done - Biggest Brand Failures of 2017 . Retrieved from Biggest Brand Failures Of 2017 And What You Can Learn From Them: visualfizz.com/biggest-brand-failu...
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A recent product that was introduced and failed in market was "Dove Real Beauty Bottles”. This product was launched by Dove as a limited edition. The idea behind the product was to acknowledge the fact that beauty comes in all shapes and sizes, there is no perfect shape and beauty break moulds (Visual Fizz, 2017). So the company designed plastic bottles of different shapes to represent the diversity of women body for their body wash. They tried to showcase diverse representations of female bodies through their packaging. But the comparison of women’s figures to abstract, shapeless soap bottles sent the wrong message that result in the failure of the product. They released 7 different shapes unconsciously forcing women to choose the bottle that matched their shape. So instead of reinforcing a strong body image, it ended up increasing self-consciousness and the product failed badly (Steffens , n.d.).
New product fails because of overestimated demand, poor design, poor marketing execution, high development cost, lack of research and development, and strong competitive reaction (Kotler & Keller, 2016). In this particular case, poor design and poor marketing execution were the major reasons for the failure of the product. Instead of empowering, it tried to objectify women by their design. The idea of reflecting women body shape through plastic bottles backfired it. Dove tried to express its passion for beauty that went horribly wrong. Dove, being a corporate project that claims to oppose restrictive feminine beauty standards and promote more democratic vision of beauty tried to replicate its mantra of beauty comes in all shapes through this product that was not received well by the customers (Johnston & Taylor, 2008).
In order to prevent the failure, it could have given more attention on the product rather than the packaging. Being an established brand, people would purchase the product because of its brand name not because of the packaging. Customers should be persuaded to purchase the product by focusing on the details. Instead of making separate product package for each body type, they could promote the product as the body wash as a product that can be used by women who are beautiful in their own way. How people will perceive the advertisement should also be taken into consideration as it is not sure that the audience will receive the message as intended by the marketer. Though Dove had good intention, it was not received well by the customers. Customers’ negative reaction leads to the extinction of the product. So advertisement should be designed considering the possible reactions it may arise.
References
Johnston, J., & Taylor, J. (2008). Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign. Journal of Women in Culture and Society, 33 (4), 941-966. Retrieved from doi.org/10.1086/528849
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). London: Pearson.
Steffens , R. (n.d.). 10 of the Biggest Marketing Fails of 2017 . Retrieved from Bluleadz: bluleadz.com/blog/10-of-the-bigges...
Visual Fizz. (2017, June 13). Stick a Fork in Them, They’re Done - Biggest Brand Failures of 2017 . Retrieved from Biggest Brand Failures Of 2017 And What You Can Learn From Them: visualfizz.com/biggest-brand-failu...