Kimberly-Clark developed its Avert Virucidal tissues that contained vitamin C derivatives, which were scientifically designed to kill cold and flu germs when users sneezed, coughed, or blew their noses into them. Unfortunately, people didn’t believe the claim and were frightened by the "cidal" in the brand name. The reason for this product failure was:.
a. an insignificant point of difference.
b. too little market attractiveness.
c. poor execution of the marketing mix.
d. poor product quality.
e. incomplete market and product protocol.

E) incomplete market and product protocol.

Explanation:

Kimberly-Clark's Avert Virucidal failed in test marketing, because the researchers in charge of product development  failed to clearly define how it would satisfy consumers' wants and needs. The idea itself wasn't bad, but the concept testing was poorly done. During concept testing, the marketing researchers must determine if the consumers understand the product's idea or not, and obviously that didn't happen. The product does satisfy consumers' needs and if the marketing process was properly done, they would have probably accepted the product.

e. incomplete market and product protocol.

Explanation:

A market and product protocol refers to the activity that is carried before the development of a new product begins in order to give a clear definition of how would the new product satisfy specific wants and needs of customers.

If this protocol is not complete, the product will not be able to satisfy the needs of consumer on critical factors and the product may fail in test marketing.

Therefore, the reason for this product failure was incomplete market and product protocol. Also, an appropriate way of describing the intent meaning of "cidal" in the brand name which could mean killing oneself or capable of killing bacteria was not put in place.

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