For this proposed new snack food product, what is the most appropriate branding strategy? A brand extension, or a multi-brand, and so on.
Firms are usually faced with four broad branding choices, with the key goal of growing brand equity. In this activity, students classify examples to the type of brand strategy.
Why would a large manufacturer want to produce a private label product that will directly compete against their flagship product? Hopefully this activity will provide the answer.
Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! In this activity, students will convert features into benefits.
This 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 your students think?
By changing a product’s mix of attributes you effectively create new products, which may provide a unique solution. In this activity, students modify the mix of attributes for a table, in order to meet different needs.
In this activity for a banking ‘club”, students need to determine what would be the appropriate level of augmentation for each of the club’s elements.
Students choose between sets of competitive product offerings. One of the choices is more heavily augmented. How important is the augmented product in the decision? Are students willing to pay more?
This case study highlights the experience of two uni graduates have gotten themselves into a business ‘mess’. They are now at the stage of making a major dollar investment, and suddenly they’re not so sure it’s a a good idea.
In this case study, students review the new product development process for a firm and identify what they appeared to do well, and identify potential improvement areas for the future.