The aim of this thesis is to come up with a typology of marketing flop areas. Therefore I will present 90 marketing failures and analyze them in regard to the obvious and less obvious reasons for the failure.1 Furthermore, the case studies will be categorized according to the marketing function in which the mistake occurred. I will then present characteristics common to the cases in each category. To ease the accessibility of the text, references will only appear in the tables integrated into the section. In the second part of this thesis, three cases will be analyzed in-depth concerning how the decisions causing the marketing mistake were made. Therefore I will provide a summary of the decision in question as well as of its objectives and consequences, to then retrace the different steps that lead to the wrong decision. For each of these cases, I will also outline how the failure could have been prevented. Finally, I will shortly summarize the most important results of my research. I will also mention which limitations I encountered while preparing this thesis, and suggest further questions that, in my mind, are relevant to research in the field of marketing flops.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Relevance
- Scope and Objectives
- Methodology
- Structure
- Typology and Overview of Marketing Flops
- Product Flops
- Branding Flops
- Pricing Flops
- Promotion Flops
- Placement Flops
- Crisis Management Flops
- Selected Observations
- Case Studies: Reasons for Flops and Mistakes in Decision Making
- Coca-Cola Company: New Coke
- Maytag Corporation: Hoover UK
- Source Perrier: Perrier
- Selected Observations
- Conclusion
- Summary
- Limitations and Avenues for Further Research
- Implications
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to develop a typology of marketing flops based on empirical case study research. It investigates the various ways marketing campaigns can fail dramatically, analyzing both the resulting negative consequences and the underlying decision-making processes that led to these failures. The study also explores potential preventative measures.
- Categorization of Marketing Flops: Identifying distinct categories of marketing failures.
- Analysis of Decision-Making Errors: Examining the reasons behind flawed decisions in marketing.
- Commonalities and Differences Among Flops: Comparing and contrasting various types of marketing failures.
- Preventive Strategies: Exploring methods for avoiding similar failures in the future.
- Impact of Marketing Failures: Assessing the consequences of marketing flops on companies and their stakeholders.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This introductory chapter establishes the relevance of studying marketing flops, highlighting their significant financial and reputational consequences for companies. It emphasizes the lack of a guaranteed formula for marketing success and the need for a typology of common failure points to facilitate learning from past mistakes. The chapter also outlines the scope, objectives, methodology, and structure of the thesis, focusing on dramatic failures rather than minor goal misses due to their greater availability in media coverage and clear link to decision-making errors.
Typology and Overview of Marketing Flops: This chapter presents a typology of marketing flops, categorizing failures across different aspects of the marketing mix: product, branding, pricing, promotion, placement, and crisis management. Each category provides an overview of common pitfalls, laying the groundwork for the detailed case studies that follow. It offers a systematic framework for understanding the diverse ways marketing campaigns can go wrong.
Case Studies: Reasons for Flops and Mistakes in Decision Making: This chapter delves into specific case studies of major marketing flops, such as Coca-Cola's New Coke, Maytag's Hoover UK campaign, and Perrier's contaminated water crisis. Each case study provides a detailed analysis of the decisions that contributed to the failure, illustrating the typology presented in the previous chapter with real-world examples. The analysis highlights common themes and patterns across the cases, providing actionable insights into preventing similar errors.
Schlüsselwörter (Keywords)
Marketing flops, marketing failures, case studies, decision-making, typology, product failure, branding failure, pricing failure, promotion failure, placement failure, crisis management, Coca-Cola, New Coke, Maytag, Hoover, Perrier, risk management, reputation management.
Frequently Asked Questions: A Typology of Marketing Flops
What is the main focus of this text?
This text focuses on developing a typology of marketing failures, analyzing the reasons behind these failures through case studies, and exploring methods for preventing similar failures in the future. It examines various aspects of the marketing mix (product, branding, pricing, promotion, placement, and crisis management) to understand how and why marketing campaigns fail dramatically.
What are the key themes explored in this text?
The key themes include categorizing different types of marketing failures, analyzing decision-making errors that lead to these failures, comparing and contrasting various marketing flops, identifying preventive strategies, and assessing the impact of marketing failures on companies and stakeholders.
What methodology is used in this text?
The text uses empirical case study research as its primary methodology. It analyzes specific examples of major marketing failures to illustrate the different categories of flops and the underlying decision-making processes.
Which case studies are included in the text?
The text includes detailed case studies of Coca-Cola's New Coke, Maytag's Hoover UK campaign, and Perrier's contaminated water crisis. These case studies serve as real-world examples to illustrate the typology of marketing flops and the common themes underlying these failures.
What is the structure of the text?
The text is structured as follows: Introduction (relevance, objectives, methodology, structure); Typology and Overview of Marketing Flops; Case Studies: Reasons for Flops and Mistakes in Decision Making; and Conclusion (summary, limitations, implications for further research).
What types of marketing failures are categorized in this text?
The text categorizes marketing failures across six key areas: product flops, branding flops, pricing flops, promotion flops, placement flops, and crisis management flops. Each category is explored in detail, providing an overview of common pitfalls and mistakes.
What are the key takeaways or implications of this research?
The research aims to provide a framework for understanding and preventing marketing failures. By analyzing past mistakes, the text offers actionable insights and preventative strategies for businesses to improve their marketing decision-making processes and reduce the risk of future failures.
What are the limitations of this study?
The conclusion section of the text addresses limitations and suggests avenues for further research. The specific limitations would need to be examined within the full text.
What are the keywords associated with this text?
Keywords include: Marketing flops, marketing failures, case studies, decision-making, typology, product failure, branding failure, pricing failure, promotion failure, placement failure, crisis management, Coca-Cola, New Coke, Maytag, Hoover, Perrier, risk management, reputation management.
For whom is this text intended?
This text is intended for academic use, focusing on the analysis of marketing failures in a structured and professional manner. It would be relevant to students, researchers, and professionals in marketing and business.
- Quote paper
- Sarah Hündgen (Author), 2010, Marketing flops: Typology and cases, Munich, GRIN Verlag, https://www.grin.com/document/176303
