New Product Management

Spring 2025

New Product Success or Failure Assignment Paper & Presentation

For this project, I analyzed the success or failure of a new product released within the last eight years. The goal was to understand why new products fail at such high rates (30–80%) and evaluate the strategic, competitive, and marketing factors that contributed to my chosen product’s outcome. I chose Chappell Roan as I have a deep passion for the music and entertainment industry as a whole. She is one of my favorite artists, and I think her success is such a testament to rebranding.

Project Requirements

• Select a new product (U.S. or global) launched within the last 8 years

• Determine whether it was a success or failure using broad criteria:

  • Failure: withdrawn, unprofitable, or far below forecast

  • Success: exceeded forecasts, strong PR, or outperformed expectations

• Write a 3-page, single-spaced report analyzing:

  • Target market

  • Market need

  • Situation analysis (industry, competition, 4Ps, positioning, company capabilities)

  • Metrics of performance

  • Marketing implications & recommendations

• Create a 10-slide presentation summarizing the analysis

• Present findings in class (max 20 minutes)

Skills Demonstrated

• Market and consumer analysis

• Product evaluation and performance metrics

• Competitive assessment

• Critical thinking & strategic problem-solving

• Marketing recommendations and decision-making

• Professional presentation design

• Research synthesis & written communication