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| Author: | Howley, M. |
| Title: | Criteria for success in new product development for consumer goods: a comparative study. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:4, p. 55-60 |
| Index terms: | NEW PRODUCTS PRODUCT DEVELOPMENT MARKETING ALCOHOLIC DRINKS INDUSTRY |
| Language: | eng |
| Abstract: | In the early 1980s two products were launched onto the English market of wines and spirits. Savannah Gold, a golden rum produced in Barbados, was a resounding failure, Monterez, an aperetif-strength mixture of white wine, brandy and orange flavouring, has proved a considerable commercial success. Product development strategies and processes for the two products are compared, testing procedures are described. Savannah was launched as a totally new product category, and failed to reach sales targets. Its introduction was a high-risk project as older, male spirit drinkers who were the key target consumers, were unlikely to become loyal to the new product. Development process biased toward qualitative market research was fatal. |
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