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Product (Marketing mix) (Reasons for failure (Dibb et al, 2016)…

- - - - Actual product
        
        Augmented product
        
        Delivery and Credit
        
        Installation
        
        After sale servie
        
        Warranty
        
        Packaging
        
        Brand name
        
        Quality
        
        Styling
        
        Features
- - - - is the market real
      - is the product real
    - - can the product be competitive
      - can our company be competitive
    - - will the product be profitable at an acceptable risk?
      - does launching the product make strategic sense?
  - - - focus groups
      - online forums
      - online brand communities
  - - - planned price, distirbution and marketing budget for Year 1
    - - may use a break-even analysis
  - - - Lab testing
      - virtual stores
      - consumer panel
      - limited real market setting
  - - - consider organisations portfolio
      - consider competitor launches
      - consider if further improvement are required