lect5 - ESD 260 Fall 2006 New Product Forecasting Mahender...

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ESD 260 – Fall 2006 New Product Forecasting Mahender Singh
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ESD 260 Lecture - September 20, 2006 2 New Product Forecast is Always Tricky In the past five years, DVD sales of films have been a safety net for several big media conglomerates, providing steady profit growth as other parts of the business fell off. But the net may be fraying. Last week, DreamWorks Animation SKG created a stir on Wall Street and in Hollywood when it disclosed that lower-than-expected DVD sales of "Shrek 2" meant it would likely post a second-quarter loss and report lower-than-anticipated full-year earnings. The movie was a huge hit in theaters and sold millions of DVD units. As a result, media stocks have been in the doldrums. – Excerpts from WSJ News, 7/5/2005.
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ESD 260 Lecture - September 20, 2006 3 Ten Interesting Tidbits 10. Who popularized the phrase “always a bridesmaid and never a bride”? The creation of ‘Halitosis’ market. 9. When Heinz launched their "green" ketchup in 2000, it delivered the highest increase in sales in the brand's history. 8. When Kleenex was first introduced to the market in 1924, it was marketed as a make up or cold cream remover. 7. When Scott Paper Co. first started manufacturing toilet paper they did not put their name on the product because of embarrassment. 6. Over one million Pet Rocks were sold in 1975, making Gary Dahl, of Los Gatos, California, a millionaire. He got the idea while joking with friends about his pet that was easy to take care of, which was a rock. 5. Nintendo was first establish in 1889 and they started out making special playing cards. 4. Marlboro was the first cigarette company to market a cigarette that had a red filter called "beauty tip." This was done to hide the lipstick marks left on the filter from women smokers.
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ESD 260 Lecture - September 20, 2006 4 Ten Interesting Tidbits 3. In Hong Kong, delivery times are primarily influenced by traffic conditions on elevators. It often takes drivers longer to travel vertically than horizontally, as access to elevators is so congested during "high peak" hours. 2. Viagra was meant to be a high blood pressure medication, but a side effect led to the development of Viagra and the creation of ‘Erectile Dysfunction’ market. 1. St. Clair County, Illinois, spent $330 million dollars for a new airport that no airline was interested in using. For one year, the airport was kept in operation for 12 hours per day, staffed with 27 employees, and a full fire crew and maintenance staff. In that entire year, neither a single passenger nor even one plane used the airport. $2.5 million in upgrades were approved for the second year, even though airlines continued to express no interest in the airport. UPDATE : “MidAmerica Airport last month announced it has served more
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lect5 - ESD 260 Fall 2006 New Product Forecasting Mahender...

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