Product innovations don't last, survey says

摘要

A retail sales survey in Germany has found that 71% of all innovations launched in the market are pulled off the supermarket shelves within just one year. The survey by GfK Serviceplan and the German Brands Association, also found that leading brands lose on average almost 40% of their loyal, regular customers every year. Probably not unconnected with such results is the additional finding that marketing managers in Germany change jobs every two to two-and-a-half years on average. Another sobering fact is that almost half of the 100 most expensive advertising campaigns in Germany are revised and relaunched within two years of introduction.