Product augmentation is one of the three (sometimes five, depending upon the model being used) levels to describe a product.
At the center of the model is typically the core customer need or core value being offered– in other words, what is the customer truly buying? Understanding of the core need/value is helpful for identifying … See the full activity...
Product augmentation is one of the three levels of a product, and is often used to help differentiate an everyday product in the market. Product augmentation is relatively straightforward for services, where additional support, information, and after sales service is provided – but it is a little trickier for physical goods.
In April 2017, KFC decided to introduce it’s Zinger chicken sandwich (burger) into its home American market. This is despite the product being available in KFC’s international markets for over 30 years, where it is KFC’s most popular product in 120 countries.
For this activity, students need to review the launch TV commercial featuring Rob Lowe as the new Col. … See the full activity...
Given the continued level of interest in the “new” Coke 1985 product replacement, I decided to put together a video for a student activity based upon the lead up to the decision. As you and your students will see, there were limited options for Coca-Cola to pursue given the sophisticated and ongoing marketing campaign from Pepsi.
Real Burger World (or RBW as it later became known) was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.
This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.
Start by first reviewing the video on the iTunes phone launch.
General Instructions for running the New Coke Case Study in class
Much has been written about the New Coke new product development and launch in 1985 and there have been numerous case studies published in various textbooks, along with numerous books. But what is different about this case study for New Coke is that students will role play a particular … See the full activity...
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
Wispa is a brand of a chocolate bar owned by Cadbury. It was originally launched in the 1980’s but was later withdrawn … See the full activity...
In February 2012 the Pepsi Next product was launched into the US market. This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way.
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?
Coca-Cola launched their new Mother Energy brand into the Australian market in 2006. The firm was struggling to compete in the … See the full activity...
This mini case study profiles the successful launch of Winkiwoo, a new division of a photo printing firm, which has successfully tapped into the new internet and digital world, with an innovated Facebook related photo product.
A company from regional Australia (called Winkiwoo) has experienced tremendous success with their innovative Facebook photo books product. Surprisingly, the new-to-the-world product, which … See the full activity...
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?
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?
Gillette has always prided their firm on razor technology innovation. Therefore, it was no surprise two … See the full activity...
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.
Different organizations, with different goals, will find that a different mix of IMC tools will be more appropriate for their needs. For this activity you need to determine the three most suitable IMC tools for each organization listed (using the simplified list of tools provided below).
Due to the growth in franchising over recent years, many people have been attracted to this particular form of business ownership. The following is a conversation between two brothers who are planning to buy into a retail franchise system. But their problem is that they cannot decide ‘when’ to buy a franchise. (Note: The ‘when’ refers to the franchise system’s … See the full activity...
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?
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?
Spring water is a product that has become popular over the past 10-15 years or so. During the growth … See the full activity...