75 word minimum per question

1. Explain fully why products fail. Discuss specifically the issues from the case regarding why the Activeion product might not be successful.

video case 10 Activeion Cleaning Solutions: Marketing a High-Tech Cleaning Gadget If a company told you it was marketing a In 2008, Activeion licensed a new chemical-free clean- handheld, on-demand cleaning gadget that ing technology from a mid-sized industrial company also sanitizes, eliminating greater than 99.9 using the technology on the large scrubbing machines it percent of harmful bacteriaand uses simply sells to factories and warehouses. Other forms of the base the tap water from your faucet-what would chemical-free cleaning technology are used in hospitals you think? for wound cleaning, in food-processing plants for sanitiz- You'd probably think it was just another overly hyped ing produce, and in pharmaceutical plants for maximizing gadget involving false, exaggerated claims and featured cleanliness. Activeion decided to miniaturize these large, on late-night infomercials! expensive versions of the technology, integrate the tech- That's exactly the problem that Activeion Cleaning nology into a portable handheld sprayer, and market it to Solutions, a small startup company with a revolutionary commercial cleaning professionals, as well as consumers, technology, faced in late 2009. Let's have you give the at a reasonable price. company some pro bono (free!) marketing advice. The technology makes use of the energy stored in water molecules. First, tap water is passed through a THE TECHNOLOGY: SAFE, SMART, membrane to create oxygen-rich micro-bubbles. Next, SUSTAINABLE CLEANING this water passes through an electrical charge to separate it into acidic and alkaline ionized or "activated" water. Activeion Cleaning Solutions is a privately held technol- Because dirt and grime are naturally charged themselves, ogy company created to revolutionize the cleaning indus- they are attracted to the activated water, which then breaks try through the manufacturing, marketing, and distribu down the dirt and grime, lifts them from the surface, and tion of advanced technologies and products that address enables the resulting dirt and grime particles to be wiped the ever-growing need for sustainable cleaning. away easily. Effective on a range of surfacesfrom glass and stain- lists the key benefits Activeion technology offers both less steel to wood and carpet-R&D Magazine named the professional cleaners and consumers: technology as one of the most technologically significant. developments of 2008. Through the innovation, clean- Safety. By converting tap water into a powerful cleaner and sanitizer, the Ionator eliminates cleaning chemi- ing professionals can meet the demand for green clean- cals. The technology is one of the only cleaning prod- ing without the negative environmental and health con- ucts in the world without a health-related warning cerns associated with producing, packaging, transporting, label. using, and disposing of traditional cleaning chemicals. Simplicity. Just fill with tap water and go! This is the