The PDMA Handbook of New Product Development

32.6. Case History

In some cases, smart, insightful postlaunch research has been used to pinpoint potentially fatal problems with the launch, to provide guidance on how to overcome those problems, and to turn would-be failures into successes. In one case, a number of years ago the Kellogg Company launched a new cereal brand, called Cracklin' Bran, into two test markets. In both, it achieved a dismal share of market—only about one-half of its minimum acceptable share—and might easily have been abandoned.

Figure 32-5. BRAND AWARENESS VS. TRIAL.

However, in-market tracking showed the sales problem to be due almost entirely to a very low awareness performance among consumers; in all other respects, the product seemed viable (in particular, those few who became aware of it and tried it showed very high levels of liking, translating into high repeat purchases). Further postlaunch detective work suggested two areas for improving brand awareness: (1) improving the advertising, which was not clearly communicating the product's concept of being a delicious bran cereal (this, despite prelaunch copy research, which indicated the advertising to be very strong); and (2) modifying the media plan, which was too heavily concentrated in certain time periods on television and not providing the broad-based exposure necessary for strong awareness. New advertising was developed, and radio was added ...