Who is an Innovator?
For this exercise, the task is to describe two innovators, using the various attributes in the table provided, and then consider how we can leverage their networks through our marketing activities.
New Product Process
Is this Target Market Viable?
The student task is to evaluate whether the proposed target market for a new luxury service is the best approach.
Positioning Kid’s Home-delivered Food
For this activity, students need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted at children.
Positioning Our New Product
In this exercise, students are presented with alternative positioning slogans for a smart phone firm – which one would they choose and why?
Poor Target Market or Poor Positioning?
This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning
Designing Internal Marketing Campaigns
For this task, students are the marketing manager for a bank and planning a major new product launch. They need to develop an internal marketing program for the bank’s branch and call center staff to complete the sales.
Classifying New Products
For this activity, students identify what ‘type’ of new product the firm has developed – new category, product line extension, and so on.
Why Firms Introduce New Products
Most firms will have growth goals, which is one factor that drives firms to introduce new products. Students will need to review examples and identify why firms decide to introduce new products.
Why New Products Fail
The task to identify a list reasons why new products fail and identify which of these factors could NOT be adequately assessed prior to actually going to market with the new product.
Marketing’s Role in the New Product Process
The task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.