Product Association Matters

Technological consumer goods companies usually follow pre-announcement marketing tactic to create the buzz about its products and get the initial reaction of its target market. However there are many cases where the products fail to pick up in the market because of lacking follow-up marketing campaign. Samsung Smart Watch is a very good example. There was some interest generated when this watch was announced in September, 2013, but the sales have not picked up yet. Though, it’s still early to say if the product has failed or not, but the marketing campaign definitely failed in generating the buzz in the market. I saw the following ad a few days ago and thought this is stupid. Why would you want to compare your new technological initiative with some movies or TV shows from 80s? By associating the watch with the nerdy gadgets the company failed to generate a positive association.


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