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.
New Product Process
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
In this exercise, students are presented with alternative positioning slogans for a smart phone firm – which one would they choose and why?
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.
The student task is to evaluate whether the proposed target market for a new luxury service is the best approach.
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.
In this mini case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory.
This activity summarizes the results of research into a potential new product – hot chili flavored ice cream. The firm undertook taste-test research to help determine whether they should launch this new product?
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
For this activity students will run their own focus groups, using a group discussion guide, which reviews consumer behavior in the fast food market.