New Product Evaluation Game
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 Process
What are Product Attributes?
This is simple activity for students to differentiate types of product attributes – that is, a product feature, function or benefit?
How to Position a New Product
A firm have introduced a new snack product and students need to identify the best brand name and product positioning (from lists provided).
Competing Against Dominant Brands (Case Study)
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
Do These Products Solve a Consumer Need?
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
Coffee Shop Pricing Market Test
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.
New Product Concept Generation Using Creativity
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.
Inept to the Evoked Brand Set (Case Study)
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.
Designing the Central Creative Message
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.
Pepsi AM Breakfast Soda: Classic Case Study
This is another classic case study, when Pepsi tried to create a breakfast market for cola. This activity is structured in two teaching formats and can be run as a role-play exercise or as a case study discussion.