New Product Process Archives - Great Ideas for Teaching Marketing

Jaguar Rebranding and Repositioning Case Study

Case Study, Consumer Behavior, Free Activities, Marketing Environment, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.

Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity

Cobranding of Coke and Oreos

B2B Marketing, Case Study, Member Activities, New Product Process, Products and Brands, Promotion, video

This teaching activity explores the benefits and risks of cobranding, primarily focusing on the Coca-Cola – Oreo limited edition products launched in late 2024. A good introduction to the concept of cobranding and why it is a powerful marketing tool.

Cobranding of Coke and Oreos Review the Teaching Activity

Key Challenges of New Products

Discussion Exercises, Free Activities, Marketing Environment, New Product Process, Products and Brands, Strategy and Plans

This is a teaching activities designed to introduces students to the concepts and challenges of new products and the decision of whether to introduce them. It is a good foundational task to lead into this teaching activity: New Product Evaluation Challenges.

Key Challenges of New Products Review the Teaching Activity

New Product Evaluation Challenges

Discussion Exercises, Member Activities, New Product Process, Research and MIS, Strategy and Plans

In this task, students construct a new product evaluation scoring model and then assess a number of new product opportunities to determine whether the firm should go ahead and develop and launch the product. Great discussion exercise to understand the role of new product selection and prioritizing.

New Product Evaluation Challenges Review the Teaching Activity

Functional, Social, Emotional Jobs in JTBD

Analysis and Metrics, Consumer Behavior, Digital Marketing, Member Activities, New Product Process, Research and MIS

In this activity, students apply the ‘Jobs to be Done’ (JTBD) framework to real-world products by drilling down to the functional, social, and emotional jobs these products are hired to do.

Functional, Social, Emotional Jobs in JTBD Review the Teaching Activity

Introduction to the Jobs to be Done (JTBD) Framework

Analysis and Metrics, Consumer Behavior, Digital Marketing, Member Activities, New Product Process

This activity explores the ‘Jobs to be Done’ (JTBD) framework. Students review a detailed podcast script that gives an excellent introduction to JTBD. It covers the core concepts of JTBD, such as functional, social, and emotional jobs, and the role of JTBD in product development, customer experience, and brand storytelling. An ideal starting point for students to dive into JTBD.

Introduction to the Jobs to be Done (JTBD) Framework Review the Teaching Activity

Classic Case Study: Domino’s Turnaround Repositioning

Case Study, Member Activities, New Product Process, Research and MIS, Segmentation and Positioning, Strategy and Plans, video

This is a classic marketing case study from 2009. It was a major repositioning campaign for Domino’s Pizza (in the USA market) entitled “Pizza Turnaround”. It is based around two short videos.

Classic Case Study: Domino’s Turnaround Repositioning Review the Teaching Activity

Is Repositioning the Best Option?

Marketing Mix, Member Activities, New Product Process, Products and Brands, Segmentation and Positioning

In this activity, students work with a snack brand that has one underperforming product and choose from an array of ideas and suggestions to improve results, and address the question is repositioning the best option?

Is Repositioning the Best Option? Review the Teaching Activity

Classic Case Study: Shreddies Cereal

Case Study, Free Activities, New Product Process, Products and Brands, Promotion, video

Diamond Shreddies 2008 campaign is another classic marketing case study. It plays on the idea that Shreddies, which were traditionally square-shaped, had been “transformed” into a new, diamond-shaped version. But nothing changed except for their sales.

Classic Case Study: Shreddies Cereal Review the Teaching Activity

Which Line of New Products Should We Pursue?

Decisions and Mini-Cases, Member Activities, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

Your students take the role of a brand manager of a successful frozen-food brand. But it is in the maturity phase of the PLC and needs to pursue other growth options. Students evaluate five potential new lines and line extensions to help guide the brand forward.

Which Line of New Products Should We Pursue? Review the Teaching Activity