Which Brand Strategy?

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 Continue reading...

Changing Attributes – A Good Idea?

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 … Continue reading...

Designing a Product’s Augmentation

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 Continue reading...

Should We Launch? It’s Your Call!

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 Continue reading...

Improving the New Product Process

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 … Continue reading...

New Product Evaluation Timing

The longer a firm takes reviewing a new product opportunity, the greater the cost and distraction to the business. Therefore, review the following discussion regarding a new product that never went ahead. Do you think that the firm made the right decision, or should they have spent more time, money Continue reading...

Aligning New Products to Strategy

Your task in this activity is to generate some potential new product ideas/concepts that would logically fit with McDonald’s overall strategy. As we know, new products should not be introduced in isolation, or just to take advantage of a market opportunity. New products should be introduced to help implement and Continue reading...

Marketing’s Role in the New Product Process

Many years ago, marketing departments were only involved at the end of the new product process. Their task was to simply promote the new product. However, this situation has changed somewhat. Your task is to review the following list of new product development tasks and evaluate whether or not the Continue reading...

Why Firms Introduce New Products

Most firms will have growth goals, which is one factor that drives firms to introduce new products. But there are other factors/drivers too. Review the following examples and try to identify a range of reasons for firms deciding to introduce new products.

 

ACTIVITY/TASK

  1. A firm that has been the number
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What Type of New Product?

New products are more than just new-to-the-world innovations. Actually, most companies only ever introduce products that already exist in the market place. For this activity you need to identify what ‘type’ of new product the firm has developed (see list of options in the question section below).

 

ACTIVITY/TASK

  1. McDonald’s
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Designing Internal Marketing

Assume you were the marketing manager for a bank and you are planning a major new product launch, with a substantial advertising and direct mail budget. As you need to rely upon the bank’s branch and call center staff to complete the sales, you will need to develop an internal Continue reading...

Poor Target Market or Poor Positioning?

The following case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners.

Your task in this activity is to evaluate, in your opinion, whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning.

 

ACTIVITY/TASK

The BeginningContinue reading...

Positioning Our New Product

In this exercise you are presented with 50 alternative positioning slogans that a firm promoting an MP3 player could use. This market is obviously very competitive market and a clear positioning would assist a firm in successfully competing. In the below table there are 10 segments and you’re able to Continue reading...