In this task, students will analyze the design of an everyday food product and dissect it into its three product levels. They will also identify how the consumer derives benefits from various product features.
Identifying Benefits and Features Review the Teaching Activity
This activity is built around a new flavor campaign for the well-known snack brand Pringles. This campaign is a mix of a sales promotion and a product line extension.
Pringles Chips WTF (Sales Promotion Campaign) Review the Teaching Activity
In this activity, students will review the new product development process for the launch of the KFC Zinger sandwich (burger) range in 2017 into the USA market. Students need to consider the role of KFC’s new product and outline the key steps that the firm undertook in their product development process.
KFC Zinger Launch (with video) Review the Teaching Activity
This 3rd installment in the Sim Game series takes the experience to a whole new level. This game is suitable for advanced marketing students to be played over a semester or term.
EXCLUSIVE ACTIVITY FOR MEMBERS
Expert-level Marketing Sim Game Review the Teaching Activity
Here is a free Excel PLC tool that you can provide to students, ideal for in-class activities, assignments, or homework tasks.
Product Life Cycle (PLC) Excel Template Review the Teaching Activity
Given the continued level of interest in the “new” Coke 1985 product replacement, this is a video-based student activity based upon the market factors leading up to the decision.
New Coke Case Study Video Review the Teaching Activity
Do your students agree with KFC’s decision to extend their brand into chicken flavored nail polish? Why/why not?
KFC Edible Nail Polish: Brand Extension (Updated) Review the Teaching Activity
RBW was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.
Real Burger World (RBW) Case Study Review the Teaching Activity
The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch, is presented for student discussion, in terms of strategy, positioning, and innovation.
The Original Perceptual Map for the iPhone Review the Teaching Activity
This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.
Apple’s Initial Phone Strategic Alliance Review the Teaching Activity