A lo largo del tiempo el mercado ha visto cómo han fracasado productos que sus creadores pensaron que serían todo un éxito y que representaron inversiones millonarias así como meses de investigación y desarrollo. Las empresas de tecnología también se encuentran en esta lista, la cual fue recopilada con información de la revista INC, una publicación mensual dedicada al mundo de los negocios.
1.- Ford Edsel.- Después de millones gastados en focus groups y entrevistas a usuarios para lanzar al mercado el vehículo del futuro, el auto fue catalogado como el más feo en la historia de la empresa, con una parrilla frontal que parecía la expresión que haría una persona al morder un muy limón amargo.
2.- Papas fritas sin calorías.- El problema fue el componente que se agregó a las papas para darles una textura de fritura pero sin las calorías relacionadas. Desafortunadamente, Frito-Lay utilizó una sustancia llamada Olestra que resultó ser un laxante muy eficaz, causando muchas molestias a los consumidores y, como resultado, el producto se convirtió en el blanco de muchas bromas de mal gusto.
3.- Sony Betamax.- Sony lanzó un formato de cinta de video de alta calidad y resolución pero no abrió la especificación a otros fabricantes, por lo que el VCR se convirtió en el líder absoluto del mercado mundial desbancando a Betamax. Años después, el formato VCR desapareció a manos de los DVD.
4.- Nueva Coca Cola.- Contrario a lo que se piensa, Coca Cola cambia frecuentemente la fórmula de su popular bebida, pero cuando decidieron convertirlo en un evento de mercadeo, los consumidores se sintieron traicionados. Coca Cola tuvo que lanzar la “Coca Cola Clásica” para salvarse de un desastre y eventualmente retiró del mercado la “Nueva Coca Cola”.
5.- Cigarrillos sin humo.- Al ver que los clientes percibían a los cigarrillos como un riesgo a la salud, la empresa RJ Reynolds esperaba ganar mercado desarrollando un cigarrillo que al fumarse no producía humo. Desafortunadamente, la marca “Premiums” no causó el impacto deseado, pues costaba mucho encenderlos y dejaban un sabor de boca que no agradó a los fumadores.
7.- Apple Newton.- La idea era innovadora, pero los consumidores no estaban listos para una computadora de mano sin teclado. Para empeorar las cosas, Apple promocionó características de reconocimiento de escritura que aún hoy dejan mucho que desear.
8.- La hamburguesa Arch Deluxe de McDonald’s.- Después de invertir 150 millones de dólares para promover esta alternativa para las élites urbanas, la empresa no pudo convencer al consumidor que podía obtener una hamburguesa gourmet en el mismo mostrador donde le despachan una Big Mac.
10.- Crema labial con sabor a Cheetos.- Comer los deliciosos churritos sabor a queso siempre ha sido una gran idea, pero pensar en que si se tienen los labios partidos uno se aplicará una crema con sabor a Cheetos fue la gran idea de unos cuantos. El producto duró menos en el mercado que lo que unos labios partidos tardan en sanar.
12.- Google Glass.- Con una gran campaña de publicidad detrás, se suponía que sería el sustituto ideal para el teléfono celular y la computadora portátil, pero desafortunadamente los consumidores percibieron que se veían ridículos utilizando ese dispositivo y rápidamente abandonaron la idea de unos lentes que les hacían parecer como extraterrestres.
Texto Redactado por:
Fernando Martin del Campo
Director Ejecutivo de IDS de Centroamérica
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