Xango Stops Innovating
Below is a portion of a recent Xango Press Release talking about the Mangosteen category of products. Xango talks about how their product is different because it's pureed and includes the rind and blah, blah, blah. No one cares. Xango brought two great things to the Network Marketing industry.
- A healthy juice that didn't taste like car tires mixed with prune juice.
- Real Branding and Marketing.
Xango innovated and kicked butt in the industry, but now Xango is trying to hold their market share by claiming that the product is unique.
Newsflash: Your product is not unique once a copy cat hits Costco. It's probably time to rethink the first to market junk and innovate again.
sys-con:
Consumer awareness of the mangosteen is steadily growing. An independent market survey**, conducted in October 2006, showed that 6.2 percent of U.S. consumers are now aware of the mangosteen, and some 5.3 percent have heard of XanGo® Juice. The introduction of pop star Hilary Duff's new fragrance, With Love, in September 2006, is another indication of the mangosteen going mainstream and gaining recognition in pop culture. Promoters of the fragrance exclaim that its "top notes" are of mangosteen fruit and spices, while the scent's "heart" also features the mangosteen blossom.
While consumer awareness increased, so has the race to manufacture and distribute products to capitalize on the growing popularity of the mangosteen. As the category creator, XanGo Juice is the only product that purees the whole fresh mangosteen -- pulp and rind -- into its proprietary formula. Other products use powders, extracts or select parts from the mangosteen but still purport to deliver the "whole fruit." This claim can be misleading to consumers who are interested in the benefits of all the phytonutrients included in the mangosteen.
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