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 … Continue reading...

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 … Continue reading...

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 … Continue reading...

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 … Continue reading...

Coke Repositions their Energy Drink

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 … Continue reading...

Adapting to the New Environment

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.

 

ACTIVITY/TASK

A company from regional Australia (called Winkiwoo) has experienced tremendous success with their … Continue reading...

Product Line Extension Challenge

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 … Continue reading...

A Tough New Product Decision

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 … Continue reading...

IMC Tools for a Major Campaign

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

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When to Buy a Franchise?

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 Continue reading...

Which Channel Would You Choose?

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/TASKContinue reading...

Price Penetration or Price Skimming?

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:                Continue reading...

Product Management

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 … Continue reading...