In marketing there is the theory that only 1 of every 4 products launched, survives.
To prove this, we can do a test: Each year the prizes “Product of the Year” are awarded, in which marks are awarded for creating new products and investing in innovation. Year after year, many products of different families are awarded and the brands display the award as small R & D trophies but … after advertising campaigns, claims on the shelves of supermarkets and marketing activities, how many of them survive?
I propose a game: Visit this site and see the products that have been “Product of the Year” for 2000 and 2002.
Consumers are fickle and we’re dying to try new things and this is how brands commit and invent new concepts or new flavors.