Firms will use a variety of methods to generate new product ideas/concepts. Students review examples and identify what approach each firm is using.
Generating New Product Ideas and Concepts Review the Teaching Activity
The student task in this activity is to generate some potential new product ideas/concepts that would logically fit with McDonald’s overall strategy.
Aligning New Products to Strategy Review the Teaching Activity
The task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.
Marketing’s Role in the New Product Process Review the Teaching Activity
The task to identify a list reasons why new products fail and identify which of these factors could NOT be adequately assessed prior to actually going to market with the new product.
Why New Products Fail Review the Teaching Activity
Most firms will have growth goals, which is one factor that drives firms to introduce new products. Students will need to review examples and identify why firms decide to introduce new products.
Why Firms Introduce New Products Review the Teaching Activity
For this activity, students identify what ‘type’ of new product the firm has developed – new category, product line extension, and so on.
Classifying New Products Review the Teaching Activity
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.
Designing Internal Marketing Campaigns Review the Teaching Activity
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
Poor Target Market or Poor Positioning? Review the Teaching Activity
In this exercise, students are presented with alternative positioning slogans for a smart phone firm – which one would they choose and why?
Positioning Our New Product Review the Teaching Activity
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.
Positioning Kid’s Home-delivered Food Review the Teaching Activity