TV Smith's Dua Sen. The politically incorrect irregular columnist combines his idiosyncratic observations and tangential commentary into a blog... View or ARCHIVE PREVIOUS | NEXT

FAILED PRODUCTS
by TV Smith
09/09/04

I received a barrage of e-mails (2,813 to be exact) from rabid readers since last week. They demanded an explanation as to why I didn't comment on the biggest news to hit the country since the appearance of the giant python from Muar. Sorry folks, I'm not really into political happenings. Besides, I slept through it. Important judicial decisions always seem to leak out in the mornings. If you don't mind, I would like to follow-up on my previous posting regarding branding. The choice of names can make or break a product. Let's take a look at some failed Malaysian products and examine its relationship to consumer behaviour.

	CASE STUDY #1 FAD When that word (and act) was introduced to the Malaysian public in 1999, an upstart local instant noodle manufacturer cleverly capitalised on the buzz. Sodomee™ became an instant hit at mamak stalls and at the dorms of local universities. It was also one of the first one-minute mee to enter the market. However the product faded just as fast when it was no longer trendy to utter that word. Malaysians soon embraced a new word: infotainment. Packs printed with the 'favour' typo became instant collectors' items.
	CASE STUDY #2 PACKAGING An ex-cop with limited business experience and venture capital came up with a good eye-care product. However, he was not so prudent in the design department. The picture printed on the little bottles was too realistic. Many consumers found the full-colour black eye picture too brutal and graphic. Eye-Noor® eye drops disappeared from the shelves in just three months after a glitzy launch.
	CASE STUDY #3 MENTAL REJECTION Truthfulness in advertising can hurt your product, sometimes. Riding on the growing awareness of proper mattress specifications, this company upgraded its product features and hoped to make a killing. Unfortunately at the showrooms, almost every woman who discovered the label after bouncing on it, went "Euuwwww!" Women never like the mention of semen (stains) in public. The Tivoli Mattress™ company found out the hard way. Selling mattresses online and through mail order was even tougher.

All logos, brands and product names referenced on this page may be the trademarks or registered trademarks of their respective owners/holders.

© 2004 TV SMITH
Link to this article: http://www.tvsmith.net.my/duasen/090904_products.html

See also: CLONEISM | SPOTTED | THE REAL OLYMPICS | KEPONG BRIDGE | PLAYBOI | THE HYMEN CLOCK

Home

RSS FEED:

Meet more Malaysian bloggers at MyCen Blog Directory