Does product augmentation matter?

Introduction to the student activity

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...

How is this Product Augmented?

Introduction to the Student 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 this exercise, students … See the full activity...

KFC Zinger Launch

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...

New Coke Video

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.

Therefore, the following New … See the full activity...

Real Burger World (RBW) Case Study

Introduction

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 case study is based upon … See the full activity...

Apple’s Initial Phone Strategic Alliance

Teaching Notes for this Activity

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.

Student Task

Start by first reviewing the video on the iTunes phone launch.

By way or background:

  • Apple partnered
See the full activity...

New Coke Case Study

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...

Wispa Chocolate Bar Relaunch

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.

ACTIVITY/TASK

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...

Pepsi Next Case Study

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.

ACTIVITY/TASK

Pepsi Next Case Study

 

Introduction

Pepsi Next was launched by PepsiCo into the US market in February 2012, and … See the full activity...