Study of an underperforming product - where is the marketing flaw?

Introduction

In the world of commerce and business, not every product put on the market achieves the expected success. The product may be of high quality, and may meet a real need, but its performance in the market is poor. Here the important question arises: Is the problem with the product itself or the way it is marketed? This study seeks to analyze the possible causes of poor product performance, focusing on the role of marketing in this, and how to address the defect to improve results.

First: Defining the poor marketing performance of products

Poor marketing performance It means that the product does not achieve the planned sales or marketing goals, such as:

• Decreased sales volume compared to expectations.

• Poor brand awareness associated with the product.

• Poor rates of interaction or interest from the target audience.

Second: Indicators of a poorly performing product

Before identifying the fault, you must recognize the signs that indicate poor product performance:

1. Low sales rate Despite marketing campaigns.

2. Double the conversion rate From ads or visits.

3. High rate of returns or complaints.

4. Lack of interaction on marketing content.

5. Double the market share Compared to competitors.

Third: Possible reasons for the poor performance of the product in the market

1. The product is not compatible with market needs

The product may be good, but it does not meet a clear need or want among consumers.

example: Launching a food product with a very innovative taste that the local consumer may not accept.

2. Incorrect targeting of the audience

Even the best products won't succeed if they're marketed to the wrong people.

example: Marketing smart watches in a youthful way to an older audience that may not be interested in modern technologies.

3. Weak marketing message

The marketing message is what connects the product to the mind and heart of the customer. If it is unclear or unattractive, the audience will not engage with it.

example: An ad that focuses on complex technical details rather than practical benefits.

4. Poor selection of marketing channels

Choosing a marketing channel where your target audience is not present will lead to poor results.

example: Marketing makeup products through professional platforms such as LinkedIn instead of Instagram or TikTok.

5. Poor user experience (UX) or purchasing process

Even with good marketing, if the product buying experience is complicated or bad, the customer will lose interest.

example: An online store with a slow interface or complicated payment steps.

6. Inappropriate pricing

The price may be high compared to competitors or so low that the customer questions the quality.

7. Wrong timing of launch

Launching the product at a time when demand is not high or during strong competition for a similar product.

8. Lack of credibility

If the consumer loses trust in the brand, he will not buy the product no matter what its benefits.

Fourth: Defect analysis - practical steps

1. Review data and numbers

• Sales analysis month by month.

• Review advertising campaign data (CTR, CPA, ROAS).

• Study conversion rates on the website or store.

2. Study the target audience

• Is the product targeted to the right segment?

• Is the marketing language and style right for them?

• What are their real needs that the product can meet?

3. Review the marketing message

• Do you focus on the benefits rather than just the features?

• Does it create an emotional connection with the customer?

• Is the message clear and easy to understand?

4. Evaluation of marketing channels

• Are the ads on the right platforms?

• Was the right mix of digital and traditional marketing used?

• Are there untapped opportunities in other channels?

5. Experience the purchasing process

• Simulate purchasing the product yourself.

• Experience ease of access to information, speed of payment, and delivery options.

• Get customer feedback about their experience.

6. Review pricing strategy

• Compare price with competitors.

• Test different offers and packages to see the response.

7. Study timing

• Was the launch timely?

• Are there better seasons or occasions to promote?

Fifth: The role of marketing in improving product performance

1. Rephrasing the marketing message

• Focus on Value Which the product provides to the customer.

• Use real customer stories and experiences.

2. Improving marketing content

• High quality photos and videos.

• Interactive content (surveys, competitions).

• Educational or illustrative clips on how to use the product.

3. Accurate targeting of ads

• Use Retargeting.

• Divide the audience into segments according to interests and behavior.

4. Being in the right channels

• Study where your audience spends their time.

• Focus on the channels that generate the most revenue.

5. Improve the purchasing experience

• Simplify payment steps.

• Offering multiple payment and shipping options.

• After-sales follow-up to ensure customer satisfaction.

6. Benefit from customer opinions

• Collect feedback on a regular basis.

• Modify the product or service based on feedback.

• Post positive reviews to increase trust.

Sixth: An applied example - a case study

project: Bluetooth headphones from a local brand. Problem: Weak sales despite the large advertising campaign.

Defect analysis:

1. Targeting: The campaign was aimed at a general audience rather than technology and music enthusiasts.

2. Marketing message: The focus was on low price, which gave the impression of poor quality.

3. Channels: The focus was on Facebook only, although the product's audience is more present on Instagram and YouTube.

4. Content: The photos were not professional, and the videos were poorly lit.

procedures:

• Retarget the campaign towards the appropriate category.

• Focus on features such as sound quality and long battery life.

• Professional video production.

• Expanding the campaign to include Instagram and YouTube.

Result: Increased sales by 60% within 3 months.

Seventh: Tips to avoid poor performance in the future

1. Market testing before launch With a pilot product.

2. Competitor analysis regularly.

3. Renewing advertising content Every once in a while.

4. Continuously measure performance And adjust the strategy when needed.

5. Flexibility to modify the product or message Based on data.

Conclusion

Poor product performance does not mean its final failure, but rather it is an indicator that needs to be analyzed and corrected. The problem is often in... Marketing, targeting or message, not in the product itself. Through careful analysis, modifying the strategy, and improving the customer experience, the product can be transformed from poor performance to remarkable success.

Related reading

• Are short campaigns better than long ones? (short campaigns vs long campaigns) Comparative study

• Study your favorite customers – how and why?

• Supporting your stockists so they reorder, not just buy once

• Shipping costs and ecommerce margin: where the profit went

• Small business marketing budget: how much, and where to put it