Product Line Extension Challenge

In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?

 

ACTIVITY/TASK

Coca-Cola first ventured into the diet soft drink market in the 1960’s with their Tab brand. In 1982 they broadened … Continue reading...

Positioning Kid’s Home-delivered Food

For this activity, you need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food, on a weekly basis, 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 Continue reading...

New Target Market = New Marketing Mix?

Over time most firms will have goals to grow and expand. One growth option is to target a new market segment (known as market development). For this activity, you need to determine whether the law firm in the case will need to modify its marketing mix as they pursue another Continue reading...

Is this Target Market Viable?

Outlined below is a new idea for a service. The proposed target market for this luxury service is affluent, upper social class consumers. Your task here is to evaluate whether this target market and the proposed offering is financially and technically viable.


ACTIVITY/TASK

Introducing the new ‘King and Queen for Continue reading...

Meeting Target Market Needs

Below is a possible market segmentation for the holiday market. Remembering that a key goal of segmentation is to classify consumers into groups of similar needs – your task in this activity is to outline what kind of holiday (that is, accommodation, activities, and destinations) would best suit each of Continue reading...

Choosing a Target Market

Listed below is a table that provides top-level information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why?

 

ACTIVITY/TASK

 

Segment

Size $m

Growth %pa

Competitiveness

Access to Retailers

A

100

5

Medium

Easy

B

100

20

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Situational Influences

Different situations will affect a consumer’s purchase decisions. This activity is designed to explore that concept. Your task here is to identify how many different drinks/beverages you (being one consumer only) would choose across the various situations listed below?

 

ACTIVITY/TASK

What type of drink/beverage would you choose?

  1. On a
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