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One of the biggest decisions that must be done by a marketer is to decide whether to launch a new product or not. Launch new products are not just mathematical calculations, but it also requires courage to take risks. Be careful, the failure of our products are sometimes not visible in the near future. Many new products were introduce in the market is booming. However, the months that followed did not give encouraging results.

Naturally, if the new product has a high sales increases during the initial launch. Communication activity and aggressive sales promotion as well as a large consumer curiosity to try out, tends to increase sales. However, if you find that consumers think nothing of value that they can feel, then sales will suddenly decrease.

Does the lack of marketing research that resulted in the failure of new products? Some indeed may be caused by it. Many marketers are not doing extensive research before launching the product. In fact, there is only a feeling or follow the trend of relying on existing products. What also happens a lot, marketers intensively researched, but then refused to accept the results of such research. You see, the research can tell you not to launch it.

Marketing research does not always give an encouraging picture for us. Sometimes the results indicate that the market did not accept our products. The question, whether we are then encouraged to accept them? Launching new products require a lengthy process. Not infrequently the new product is the result of research & development carried out for years. New innovations emerge from the experiments and the long struggle of ideas. Consequently, if the market was not received, all of which have been conducted as to be useless.

Rather than useless, they finally tried to research the return or seek a second opinion from another research consultant. They hope the result will be different. Others may be reckless launch and hope to luck. There also modify the product first, then launch it. Actually, the market could be misread. Especially for products that have not known, consumers may resist at first. However, the process of continuous education and the right momentum, eventually the market can accept.

The opposite can also occur. Consumers can tell you happy with your product concept. But, when launched, it turns out they reject the product. What consumers think, not necessarily done!

More secure is launching a product that has proven successful, although it is also not a guarantee of success. Consumers certainly have had experience with the product, we just do in modification of the marketing mix. Marketers who "play it safe" like this avoid the risk of wasting time because the consumer must first recognize its products.

Most of the marketers take this option. Proverbial, a successful burger artisan will soon be followed by new burger artisans. Then market will become crowded and ultimately consumers could not identify where the original builders who drives the market!

Not many marketers who want to be a "seaman" and sailed the ocean blue (ocean blue) to enter into a new area of competition that other marketers have never visited. They are usually lazy to run this strategy because they have to educate the market alone. In addition, the blue ocean is not as friendly as portrayed. You can wade safely, or just drowned! Could be the market does not accept your revolutionary product. It could be also, a revolutionary product that you go into a very niche market and difficult to develop. As a result, the product are sinking slowly .

Well, just how do you dare to take risks. Would you be a high risk taker or not? Do you still dare launch a product if the market research says "No Go"? Or, if you just do not launch the product at the time the research says "Go"? When doing this, it means that your guts really discouraged.