In this exercise, your students play the role of Creative Director and help McDonald’s design their creative messaging for a proposed new product. Unfortunately, the first idea presented was rejected and the agency needs to pitch another concept – which is where your students come in.
Designing the Central Creative Message Review the Teaching Activity
The launch of the Mother Energy brand generated many first-time sales, there were only limited repeat purchases, primarily due to the poor taste of the product. As a result, the brand was placed into the inept set by the majority of target market consumers. As a result, Coca-Cola had to decide what to do with this poor performing brand.
Inept to the Evoked Brand Set (Case Study) Review the Teaching Activity
This is a creativity exercise where students sort through forced relationships of flavors and product categories in order to identify potential new product ideas for snack foods. It should be a relatively fun and enjoyable exercise for students, as well as demonstrating a good technique for finding new product ideas in a cluttered and crowded market.
New Product Concept Generation Using Creativity Review the Teaching Activity
A local coffee shop has conducted a pricing experiment and broadened their product line. But did the experiment work? And should they continue with the pricing approach or discontinue it? A great activity for assessing marketing mix changes.
Coffee Shop Pricing Market Test Review the Teaching Activity
In this activity, students are presented with four images of “innovative” products. Their task is to evaluate whether this product is simply a gimmick or it has market potential?
EXCLUSIVE ACTIVITY FOR MEMBERS
Do These Products Solve a Consumer Need? Review the Teaching Activity
In this new product case study, the owners of V Energy drinks decide to take on Coke and Pepsi in the sports drink product category, using a clever approach to positioning and differentiation.
EXCLUSIVE ACTIVITY FOR MEMBERS
Competing Against Dominant Brands (Case Study) Review the Teaching Activity
A firm have introduced a new snack product and students need to identify the best brand name and product positioning (from lists provided).
How to Position a New Product Review the Teaching Activity
This is simple activity for students to differentiate types of product attributes – that is, a product feature, function or benefit?
What are Product Attributes? Review the Teaching Activity
This activity is a ‘game’ played in groups. Although it is a fun game, it is designed to illustrate the challenges that a firm faces when it evaluates and researches a new product.
New Product Evaluation Game Review the Teaching Activity
Sometimes a firm’s particular characteristics (or marketing situation) will influence their choice of the most appropriate marketing research design (as this activity will demonstrate). The task in this activity is to match the type of market testing research to the firm most likely to conduct it.
EXCLUSIVE MEMBER ACTIVITY
Different Firms – Different Research? Review the Teaching Activity