Product Marketing Failure Case Analysis

Product Marketing Failure Case Analysis Name: Institution: Product Marketing Failure Case Analysis There are different reasons why marketing of a product fails. Product failure brings negative development to the organization. When the marketing or launching of a product fails, it is hard for the company to accomplish the set goals and objectives. However, after the failure of a product, the managing personnel have to make sure that the next implementation process will be successful. This will be possible by learning about the mistakes associated with the product. A product can be a failure when its availability in the market causes the product to be withdrawn from the market and the inability of the product to meet the set goals and objectives among other reasons. The essay presents a case analysis of the marketing failure of a product. One of the products that failed massively after the launch was Volkswagen Phaeton. This was a brand new car launched in the year 2002. The Phaeton was termed as a premium class luxury vehicle that was advertised around the world. Ferdinand Piëch, who was the chairman of the Volkswagen Group, was the one who first came up with the idea (Uggla, 2014). He wanted the engineers at the company to come up with a car model that would compete directly with Mercedes Benz and BMW. The Volkswagen Group released the Phaeton simply because of the decision made by Mercedes’ to compete directly with the group. The Phaeton was supposed to be the brand image of the Volkswagen group. This is because the Phaeton was expected to provide more comfort like the Lexus and more luxurious than the likes of Audi A8 (Dreyer et al. 2007). During the making of the car, the public was in the dark about the specifications although automotive reporters were given some, but not all the details. Some of the information the reporters were filled on include the speed of the vehicle and the ability of the car to possess torsional rigidity of about 37,000 Nm/degree. However, after the launch, the sales of the vehicle ended in North A...