Cleanwash advertised its new product, Cleanwash Gentle, as a laundry detergent with more non-chlorine bleach and more whiteners than its regular brand, but did not specify if it was safe on hands and clothes.The entire proposition was a confusing one and the detergent missed its mark in the market.Which of the following would most likely be the reason for the product's failure?
A)insufficient market attractiveness
B)inadequate marketing support
C)insensitivity to critical customer needs
D)incomplete new concept definition

Question

Quizplus · Accepted Answer

The detergent most likely failed because of its incomplete new concept definition.Ideally, before a new product is developed, it needs a well-defined, consumer-based reason for being.Its consumer insights must be clearly identified.If these areas are not clarified, the new products will have no meaningful positioning in the market.

Cleanwash Advertised Its New Product, Cleanwash Gentle, as a Laundry