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Failure: Red Sky

  • February 2014
  • -
  • GlobalData
  • -
  • 10 pages

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Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study identifies how Red Sky was unable to find a place in the UK's premium potato chip market due to low authenticity and uncompetitive pricing.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Red Sky considered an interesting case of failure?

- What consumer insights underpin this failure?

- Which consumer trends has this product innovation failed to successfully latch on to?

- What can I learn from the failure of Red Sky?

Key Highlights
Red Sky Crisps entered the UK market in 2009 and had lost all of its supermarket listings, save one, by the end of 2013. Despite a "natural" image, strong branding, and high marketing investment, sales reportedly fell over 56% that year.

In such a competitive market, the brand was unable to stand out from its competitors that offered hand-cooked products at a lower price.

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