One of the most crucial and difficult tasks in the field of marketing is to create demand for a product or service which was not available in that market earlier.
At one level it seems to be an easy job. After all, a new product has been introduced only when the provider sees a supply gap in the market. However, it takes lots of effort in understanding the psyche of potential buyers, in preparing an effective campaign and planning the perfect launch. The rate of failure in this is pretty high and success relies heavily on communicating the benefits, creating curiosity and buzz around the new product