In this activity, students will review the new product development process for the launch of the KFC Zinger sandwich (burger) range in 2017 into the USA market. Students need to consider the role of KFC’s new product and outline the key steps that the firm undertook in their product development process.
This 3rd installment in the Sim Game series takes the experience to a whole new level. This game is suitable for advanced marketing students to be played over a semester or term.
Here is a free Excel PLC tool that you can provide to students, ideal for in-class activities, assignments, or homework tasks.
Given the continued level of interest in the “new” Coke 1985 product replacement, this is a video-based student activity based upon the market factors leading up to the decision.
Do your students agree with KFC’s decision to extend their brand into chicken flavored nail polish? Why/why not?
RBW 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.
The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch, is presented for student discussion, in terms of strategy, positioning, and innovation.
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.
A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.
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.