Jul 202012
 

In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?   ACTIVITY/TASK Coca-Cola launched their new Mother Energy brand into the Australian market in 2006. The firm was [See full activity…]

Jul 072012
 

In this activity, you need to review the recent new product launch results across different firms. How well did their respective launches go? Can you get a sense of their relative strengths/weaknesses from these results?   ACTIVITY/TASK Firm A Firm B Firm C Firm D Target market size      1m      1m      1m   [See full activity…]

Jul 072012
 

In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?   ACTIVITY/TASK Coca-Cola first ventured into the diet soft drink market in the 1960’s with their Tab brand. In 1982 they broadened the Coke brand for the [See full activity…]

Jul 072012
 

Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision? ACTIVITY/TASK Gillette has always prided their firm on razor technology innovation. Therefore, [See full activity…]

Jul 062012
 

In this activity, you need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card. There are many possible promotional tools to choose from. Try to integrate the campaign across the various elements.   ACTIVITY/TASK ADVERTISING TOOLS Prime time TV Local newspapers Buses Daytime [See full activity…]

Jul 062012
 

This activity provides a hypothetical channel selection decision for the Pizza Galore chain. Assuming that Pizza Galore wanted to introduce a mini breakfast pizza (say with bacon and eggs), then which would be the best way for them to distribute it? Why would this be the best option?   ACTIVITY/TASK  Possible Channels Offer as a [See full activity…]

Jul 062012
 

In this activity, your task is to set the price for a new home-delivered spring water (the large bulk bottles) company. To complicate matters, you have a few different viewpoints on the best pricing approach. What would you decide?   ACTIVITY/TASK Spring water is a product that has become popular over the past 10-15 years [See full activity…]

Jul 052012
 

The following is an excerpt from a manager’s meeting for firm that produces entertainment/game consoles (like PlayStation, Xbox, Wii). They are trying to decide whether to use a price penetration or price skimming strategy in the upcoming launch of their game console. Can you help them decide?   ACTIVITY/TASK Ken:                Thanks for coming everyone. This [See full activity…]

Jul 052012
 

Read the following case study on a hypothetical product manager for frozen pizza. They are faced with a strategic challenge for which way to growth the business. If you were this product manager, what would you do?   ACTIVITY/TASK Larry is a product manager for frozen pizza for a large national firm. He is in [See full activity…]

Jul 052012
 

The following is an excerpt from a manager’s meeting for firm that manufactures pretzels (a snack food that is considered to be a healthy alternative to chips/crisps – quite popular in the USA, but not so much in other countries). In the discussion they highlight the four broad brand strategy choices. Assuming that you were [See full activity…]

Jul 052012
 

Firms are usually faced with four broad branding choices. Obviously, having good brand equity presents the opportunity to leverage this strength in the marketplace for greater profitability. In this activity, your task is to simply classify each example to the brand strategy choice (refer list) that the firm has pursued.   ACTIVITY/TASK Coca-Cola also sells [See full activity…]

Jul 052012
 

The number of private label (brands exclusive to a retailer) products has grown steadily in recent years. In particular, a number of supermarket chains have increased private label products in their supermarkets as part of their strategy, mainly for differentiation and profitability purposes. But why would a large manufacturer want to produce a private label [See full activity…]

Jul 052012
 

Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! Below is an example of how to convert features into benefits (for a potential new product for Burgers Galore, namely fruit salad). Your task is to identify the benefits for a swimming pool [See full activity…]

Jul 052012
 

The following company has an idea to modify the attributes of its existing product. The goal is to try and increase sales. However, there is a risk that sales could actually decrease instead – what do you think? ACTIVITY/TASK Pop-ups drinks were introduced to the market just three years ago and have proven to be [See full activity…]

Jul 052012
 

By changing a product’s mix of attributes you effectively create new products, which may provide a solution to a different consumer need. In this activity, you need to modify the mix of attributes for a table in order to meet different needs. A list of various attribute alternatives for a table has been included to [See full activity…]

Jul 052012
 

As you add more value to a product, you also increase your costs of producing the product. The question is whether your consumers actually see value in the extra ‘benefits’ that you are providing. In this activity for a banking ‘club”, you need to determine what would be the appropriate level of augmentation for each [See full activity…]

Jul 052012
 

Choose between the following sets of competitive product offerings. One of the choices is more heavily augmented. Review your selection, how important was the augmented product level in your decision? Are you willing to pay more?   ACTIVITY/TASK Listed below are three sets of two product offerings. For each set, choose product one OR product [See full activity…]

Jul 052012
 

The following case study highlights the experience of two recent university graduates have gotten themselves into a business ‘mess’. They have been working hard to develop and launch a new product. But they’re now at the stage of making a major dollar investment, and suddenly they’re now so sure it’s a still a good idea. [See full activity…]

Jul 052012
 

Read the following case study on a hypothetical manufacturer and their product development activities. Review their new product development process. Identify what they appeared to do well, and identify potential improvement areas for the future. ACTIVITY/TASK Company Background West-White is a manufacturer of white-goods (e.g. washers, refrigerators) and various other household appliances. They were established [See full activity…]

Jul 052012
 

Below are five different examples of how firms can structure their new product development project teams. Can you identify which team structure approach would be the most effective?    ACTIVITY/TASK “I go to a weekly product development team meeting – and from time to time I’m allocated some tasks to do, on top of my [See full activity…]