海鮮煮夫-Alex

2015海鮮博覽會品牌演講：從失敗產品中學習教訓

海鮮博覽會的演講者說著：知名的事件通常為我們提供上了寶貴的一課。

諸如可口可樂水晶可樂或高露潔廚房餐點等創新產品，當企業為了推出創新產品往往也容易影發嚴重的錯誤，Barb Stuckey”如何為消費者避免下一場美食災難”如此說。

知名即食微波鮭魚排品牌Rebel Fish，首席創意總監Mattson(曾經成功塑造星巴克冰沙”星冰樂Frappachino”品牌)述說：以下6個例子經驗和教訓可以做為所有品牌的借鏡，同時解釋每個例子應用在美威(Marine Harvest)的即食微波鮭魚新品牌Rebel Fish。 

1.真正的創新應該不僅止於字面的思考：

Kellogg's Breakfast Mates試圖將牛奶和麥片組合在同一個包裝，如此仍然解決不了穀物產品的問題。事實上這樣做反而抄襲競爭產品NutriGrain bars。

相反的與其模仿其他冷凍食品，Rebel Fish決定開創全新的當季新鮮鮭魚產品。

 2.品牌包袱可能正是新創品牌的絆腳石：

儘管舊品牌具有高度知名度，Life-Savers Soda依舊失敗，因為它同時提醒消費者，喝汽水就像喝糖果一樣。

Rebel Fish認為消費者可能會疑慮90秒的微波烹飪時間，因此公司建議烹調方式也包括傳統烤箱的料理說明。

 3.新產品在上市前不要僅止於人工品評：

可樂Coke為了迎戰百事Pepsi創造了New Coke。當可口可樂在做新口味測試時，New Coke擊敗了百事可樂。然而，當新品推出時，消費者真正喝新可樂罐裝產品時，才發現有別於測試時的小口試喝，可口可樂公司才發現新配方對於消費者來說太甜。

當進行口味測試的時候，Rebel Fish郵寄一套完整的鮭魚產品給消費者，並讓消費者在家自己烹調。

 4.如果你已經有了一個品牌，並不意味著你一定要使用它：

高露潔Colgate就是個很糟糕的例子，雖然高露潔具有高識別度並獲得消費者信賴的品牌，但該公司的廚房主菜產品Kitchen Entree依舊以失敗告吹，因為牙膏和食物有著天差地遠的聯想。例如，該公司不得不提醒消費者高露潔廚房食品的目的是廚房，但消費者依然會聯想到廁所。最後導致消費者不僅不想購買廚房食品也不再購買高露潔牙膏。

美威Marine Harvest鮭魚批發公司雖然在海鮮批發產業頗有名氣，但消費者對於他的認識並不多，因此在顧問Mattson的建議下，該公司決定以Rebel Fish作為的零售產品。

5.了解你的消費者，錯誤的行銷可能引來忠實消費者的反撲：

McDonald麥當勞曾經看到了一個很好的機會，推出麥當勞披薩McPizza擴大晚餐銷售。然而，消費者前來麥當勞就是要吃漢堡和薯條。毫無疑問的，McPizza的銷售對於銷售毫無幫助收場。

在開發Rebel Fish品牌前，美威Marine Harvest大量蒐集消費者對於養殖鮭魚的看法，而這些研究結果也造就新產品的開發。

6.產品開誠布公具有透明度是好事，但同時也會暴露了以前所有的缺點：

水晶百事可樂Crystal Pepsi使消費者持懷疑態度，因為這讓他們質疑為什麼原來配方是棕色，但新品卻和它具有相同的口味，是否添加了其他添加劑。

Rebel的包裝包括一個透明的窗口，讓新產品具有設計感同時能看到新鮮的鮭魚色澤。

英文原文：http://supermarketnews.com/blog/seafood-expo-2015-product-launch-lessons-famous-failures

Seafood Expo 2015: Product launch lessons from famous failures

Famous flops provide valuable lessons, said one Seafood Expo speaker.

Famous flops like New Coke and Colgate Kitchen Entrees provide valuable lessons for companies looking to launch a new product, Barb Stuckey said during the session “How to Avoid the Next Delicious Disaster and Create a New and Disruptive Product that Consumers Crave.”

Rebel Fish microwave salmonStuckey, chief innovation officer at Mattson — a consultancy most famous for helping to create the Starbucks Frappachino — outlined six learnings all brands can follow while explaining how each applied to the launch of Marine Harvest's Rebel Fish microwave salmon.

1. Real innovation goes beyond literal thinking. Kellogg's Breakfast Mates tried to rethink cereal by putting milk and cereal in the same package, which still didn't solve the problem of inconvenience. Eventually, the company came up with NutriGrain bars for breakfast on the go.

Instead of copying what frozen entrees were doing, Rebel Fish decided to take a whole new tack with fresh seasoned salmon.

2. That which works for you can also work against you. Despite the great brand recognition, Life-Savers Soda failed because it reminded consumers that drinking soda is like drinking candy.

Rebel Fish thought consumers might be wary of its 90-second microwave cooking time, so the company also includes instructions for the conventional oven.

3. Don't test new products in artificial settings. New Coke was created as a response to the Pepsi Challenge. When Coca-Cola used that type of taste test to sample New Coke, it beat out Pepsi. However, when consumers actually drank a whole can of New Coke, as opposed to a small sip, they found the new formula was way too sweet.

When conducting taste tests, Rebel Fish mailed a full package of its salmon to consumers and had them cook it themselves.

4. Just because you've got a brand doesn't mean you should use it. Though Colgate is a highly recognizable and trustworthy brand, the company's Kitchen Entrees flopped because toothpaste and food have very different associations. For example, the company had to remind consumers the product was intended for the kitchen, not the bathroom. Consumers not only didn't want the meals they also stopped buying Colgate toothpaste.

Marine Harvest wholesale salmon is recognizable in the seafood industry, but not many consumers know it. With help from Mattson, the company decided on Rebel Fish for its retail products.

5. Understand your consumers or they will punish you. McDonald's saw a great opportunity to expand dinner sales by launching McPizza. However, consumers come to McDonald's for burgers and fries. Not surprisingly, the McPizza was not a hit.

Before creating Rebel Fish, Marine Harvest surveyed consumers to learn about their perceptions of farmed salmon. Those findings informed the product development.

6. Transparency is good but it also exposes all of your previous shortcomings. Crystal Pepsi made consumers leery because it made them question why the original formula was brown if it tasted the same.

Rebel Fish packaging includes a clear window, so the salmon has to look good.