Nutrition Asia Video Series

Watch: Marketing masterclass – Why do so many new products fail?

By Gary Scattergood

- Last updated on GMT

Related tags Nutrition

Focusing too much on the innovation behind a new product and not grounding it in the benefits for the consumer is one of the main reasons why a high proportion of new supplement and functional food products fail to achieve sales success, according to two industry experts.

As part of our Nutrition Asia video series, we spoke with marketing experts Jeff Hilton from BrandHive and Peter Wennström from Healthy Marketing.

In the film they share their experience in the US and European markets, and reveal the common mistakes they witnessed in the '80s and '90s that are now becoming prevalent in Asia's emerging markets.

Social media marketing

They also discuss the different pitfalls faced by multinationals and start-ups when it comes to new product launches, and the importance of social media marketing — especially in APAC.

Key regional differences in consumer psychology are also debated before each gives their one top tip for brand marketing success when launching a new product.

Watch the video to find out more.

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