Premier Cigarettes Product Failure
Cigarettes have grown in popularity since the 1800s. It has become one of the most sought-after things in history because of extensive media coverage. Smoking does have detrimental impacts, but this point has generated debate. R.J. Reynolds developed premier cigarettes intending to give “tobacco-addicted” customers a product that would satisfy them without having the bad effects that ordinary cigarettes did. It was evident from the chemical analysis of Premier’s mainstream particulate and vapour phase that Premier’s smoke included considerably fewer chemical components at lower levels than the reference cigarettes, according to an assessment written by NPC Incorporated. “NPC Incorporated” The fact that it “produced no ashes, contained zero tar, and had 97% less nicotine and 70% less carbon monoxide than other brands” (Pollack) was also established.
However, organizations like Salomon Bros and other health advocates questioned the company’s trustworthiness, claiming that it “cannot make a health claim about ‘zero tar,'” and that there is no such thing as a “safer cigarette” (Pollack). Premier smokes were promoted as “safer” than other brands, but many people didn’t buy it. Even worse, customers disliked the item. Mark Padgett, an employee at a 7-Eleven in Phoenix, said they’re terrible. They are filthy. They are beyond evil, says Wilson. Not only did their marketing plan fail, but they also failed to create a product that consumers would buy. There may not have been such a product failure if R.J. Reynolds had tested the item more thoroughly and ensured enough customers were happy.
The creation of better customer-satisfying experiences as well as an awareness of what consumers need and value, are essential components of new product development (Kotler, Armstrong). Premier should have completed a crucial step in this process: making a product that customers will enjoy. This product failure shows us that we must carefully consider what consumers desire before creating a product that we believe will flourish in the market.
Pollack, Judann. “Why the Curtain Should Not Have Fallen on RJR’s Premier.” Ad Age. (2012): n. page.
Web. 1 Apr. 2013. <http://adage.com/article/viewpoint/curtain-fallen-rjr-s- premier/231830/>.
“Re: R.J. Reynolds1 Premier Cigarette.” NPC Incorporated (1988): n.pag. Legacy Tobacco Documents Library. Web. 1 Apr 2013.
Wilson, Susan. “R.J. REYNOLDS TOBACCO WITHDRAWS PREMIER CIGARETTE.” Ap News
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Failed Product Marketing Assignment
After viewing the Failed Product video, please explore one of the products mentioned or referenced in the article below.
- Please describe in a short response, 1/1.5 pages, what the product is and who the product originated from.
(Was it Pepsi, Frito Lay, etc.?)
- Also, who was the Target Market/ Customer Segment intended to be?
(Children, teen adults?)
- Please include in your response how the 4Ps worked (or) did not work.
Outside research should be (or can be) conducted for this assignment.
Use the article below for more examples to reference. https://www.cbinsights.com/research/corporate-innovation-product-fails/
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