Why to Discontinue a Product?
July 18, 2012
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Sometimes we have to discontinue a product to make room for another that has more chance to contribute to our results. We must remember that our product portfolio has a certain size, designed to help our consultants to have the best performance possible.
Increasing the number of items of that portfolio has several consequences, as more marketing expenses and lower average sales volume of each item, due to less exposure of each and less time available for the consultant to address each item with your customers.
We emphasize that every product has a life cycle, whose duration depends on several factors. This not only has to do with its acceptance by consumers, but also with their ability to contribute to the expression of our brand and its role in maintaining an attractive and varied portfolio for all our stakeholders.
We know that when a product is discontinued, many consumers who like it may feel hurt, as well as consultants who serve them. But our experience shows that satisfaction with the new product launched overcomes the frustration of those who go out of line, and the launch would not be possible without discontinuation, reasons mentioned earlier.