Getting it Right the Second Time

Part 1 Don't pitch the wrong way: Wisk - ring-a-ding-ding; National Cash Register - intercepted passes; Wheaties - kid stuff; Kleenex Tissues - imperfect pitch. Part 2 Don't rule out a ride via piggyback: Dixie Cups - deep cover; Kotex - rags to riches; Smirnoff Vodka - dampened spirits; Jell-o - the big shake-up. Part 3 Don't underestimate public perception: Amana - making waves; Green Giant - pea nuts; Postum - coffee nerves; Lite Beer - athletic supporters. Part 4 Don't incorrectly position your product: Hires Root Beer - temperance tantrum; 7-UP - the un and only; Marlboro - sex change; Welch's - grape expectations. Part 5 Don't overlook the package: Quaker Oats - unpackaged goods; Life Savers - coming unglued; Yoplait - the big leak; Softsoap - liquid asset; Quaker State - special delivery; Don't sell it in the wrong place: Gerber Baby Food - strained relations; Timex Watches - time bombs; Tupperware - party line; L'Eggs - stocking feat. Part 7 Don't price it wrong: Singer Sewing Machines - buying time; Barbasol - close shave; Culligan - deep water; Pepsi-Cola - the price is right. Part 8 Don't fail to consider using a premium: Wrigley Gum - premium product; Kraft cheese Spreads - gift box; Puffed Rice - land grant; Cracker Jack - prize package. Part 9 Don't skimp on promotion: Vaseline - soothing samples; Vicks Vaporub - mentholated mail order; Hoover vacuums - clean sweep; Post-it Notes - padded sell. Part 10 Don't underestimate the power of publicity: Aunt Jemima - pancake make-up; Schlitz and Budweiser - lasting impressions; Paper Mate pens - spotted reputation; Burma-Shave - stop signs. Part 11 Don't launch a product without a promise: Sherwin-Williams - paint job; Coleman Lanterns - blurred vision; Toni Home permanents - hair dues;. Part 12 Don't quit. Have perseverance: Birds Eye Foods - frozen assets; Pampers - bottom liner; Bordern's milk - bum steer.