Companies build a marketing campaign or product campaign and they aren´t generating the expected numbers. And what was found out is that although company´s and products success hinges on many factors, marketing failure is completely avoidable.
For example the bad results might be caused by making bad assumptions just because they are lacking information or don´t have a complete view of what the reactions might be. They also forget, that what might seem being funny to them, as the core of their marketing campaign, might cause ambiguous perceptions of the audience or the target customer group. Just as we´ve seen in the SNICKERS advertising which was controversial and has led to discrimination accusations. Or in the Mc Donald´s campaign, where lack of information led to big monetary losses. And they couldn´t control the situation.
Further issue is, that one should look at each campaign individually. One should try to nudge the customer to make a decision, and the task of the marketing initiative should be to understand all factors which are experienced by the customer in the decision making process. For example as in our Mazda Laputa example, although the car was represented in a very positive way , the unfavorable translation into Spanish, outweighed all positive aspects. In this case it shows us , that even though customer´s decision to buy a new car is based on its technical characteristics, other factors, which seem to be trivial, might be of even bigger importance.
Another problems of failed marketing campaigns are inconsistency and incapability to provide value, just as in the case of the FORD EDSEL, which couldn´t back up the huge hype they have built up, before releasing their new car. The quality, name and the design were poor, and in addition they were competing in a segment where they were already present with one of their products.
Also the company