What determines a successful launch?

In 1959 the iconic Weis Mango Bar was born. In true understated fashion, 2019 slipped by marking the 60th anniversary of this fantastic product without much fanfare. It prompted me to contemplate, if we launched the same product today would the expectations of success be the same or different? Very few businesses can predict exactly how a new product launch will go in a climate of intense competition. 

That being said, I thought I’d share with you my views as to why I think the Mango Bar has been so successful for so long.

Taste

Is key for a food product. No matter how many 'bells and whistles' the packaging may have, if it doesn’t taste great, the consumer will not buy the product again. This is particularly important to note if you play in the 'better 4 you' space.

Novel

I wasn’t around when the Mango Bar was developed. The product was said to be pioneering in the ice cream industry for introducing an ice cream style product with lots of real mango puree. It resonated with consumers, growing from strength to strength over the years to being the much loved classic it is today. However, being first to market however doesn’t guarantee long term success.

Authenticity

Growing up in southern Queensland, it was a special treat to be allowed to tuck into a fresh mango. The nature of the growing season meant this experience was short lived. With the launch of the Mango bar; Weis managed to freeze that moment in time, and bring it to you all year round in a convenient portion. Magic!

Teamwork

No Magic involved. New products simply cannot reach the market without great teamwork. From the grower picking the fruit, to the operator packing the bars on the line everything needs to work like clockwork to make it happen.

Quality

A new product, innovative or otherwise, can ‘hit the shelf running’. However, sales can stall if the quality is inconsistent or doesn’t match the “promise” of the packaging. Consumers will gravitate towards a product that they can trust will taste the same, time after time.   

Consistency

There are many challenges facing brand owners today. Rising costs of inputs, droughts, perhaps increased competition to name a few. As brand owners, one must choose a path. Having clear product values help establish the ground rules for the space your product plays in. This doesn’t mean you are locked in. Product values can be adapted to respond to changing consumer needs. However, staying true to your product values, in the face of obstacles helps maintain quality and helps to deliver the consistency that consumers are looking for.



Product development is a challenging endeavour. However with good strategy and great execution a business can certainly increase the chances of achieving a successful launch for the long term, in a highly competitive landscape.