MKTG3114 New Products Marketing lecture 1: intro. & course overview Presented by Dr. Jeffrey Lim Discipline of Marketing The University of Sydney Page 1 Agenda – Introduction and housekeeping – What this unit is about – key topics – Learning and application opportunities • Assessment tasks – Teaching team – Lecture 1 – Setting the scene – Concluding comments and wrapping up The University of Sydney Page 2 What this unit is about – key topics Strategy Idea/concept generation (creative vs
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Programming: Basic Concepts 2.1 A CASE STUDY: THE WYNDOR GLASS CO. PRODUCT-MIX PROBLEM Jim Baker is excited. The group he heads has really hit the jackpot this time. They have had some notable successes in the past‚ but he feels that this one will be really special. He can hardly wait for the reaction after his memorandum reaches top management. Jim has had an excellent track record during his seven years as manager of new product development for the Wyndor Glass Company. Although the company is
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EXECUTIVE SUMMARY: Firm O has developed a portfolio of three products in the Sonite market over the course of the Markstrat competition. During the course of the competition‚ Firm O has lost significant market share and worked hard to rebuild a product portfolio that returns a substantial net contribution and places it in a position of power in relation to it’s competitors. In this paper‚ Firm O will provide an analysis of how it’s product portfolio has developed and how their portfolio compares in
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Case 1 SystemX Inc. Withdraws Rs. 1 Billion SoftGuide Acquisition Offer The following is an excerpt from a news article in the Daily Update‚ March 07‚ 2010. “SystemX Inc.called off its acquisition of SoftGuide Knowledge Consultants‚ Friday‚ saying that 1 Billion was too high a price.” (SoftGuide has a considerable market share in Training and Development services and would therefore help SystemX to diversify and expand its range of services to customers.) “Although SystemX officials
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3—Samsung 24/3/14 1. how was Samsung able to go from copycat Brand to product leader? By introducing a new top-to-bottom strategy for the entire company which Lee called “new management”. In order to become a cutting-edge product leader and not a copycat and cheap brand‚ Samsung hired new fresh young designers whom will develop sleek‚ bold‚ beautiful and that will always receive a Wow! For response new products. Also‚ the company was no longer going to work with low-end distributers‚ instead
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New Products From Market Research a Kellogg’s case study Content • • • • • • • • 1- Kellogg Company Over view 2- Kellogg’s Expansion 3- Market Research Benefits 4- Types of research 5- New Product Development 6- Gathering Information 7- Conclusion 8- Recommendation 1- Kellogg Company Over view • The world’s leading producer of breakfast cereals – Manufactures in 18 countries – Products sold in more than 180 countries – Supportive of health and nutrition for over 100
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TruEarth it is the first company to focus on whole grain products‚ they sales and produce health food such as making fresh pasta and after the success of TruEarth in pasta and their main problem is whether they planned to launch a new product line that is refrigerated pizza or not. Cucina Fresca Pasta succeeded because it was made with high quality durum wheat and was notoriously selective about ingredients for sauces. The product line featured standard pastas such as spaghetti‚ rigatoni
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RE-LAUNCH OF THE U+ PRO SKATE BY Since the first introduction of its automobile skate in 1905‚ Canada Cycle and Motor Company Limited (CCM) has been a dominant player in the hockey skate market. By introducing numerous hi-tech features into its products‚ CCM has been able to establish itself as a major competitor in the world of hockey skates‚ ranking 3rd in the global market share ranking of the Skates market for Hockey Equipment Companies (Exhibit 7). However‚ with recent changes in demand and
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Tesco was basically a UK based supermarket which has expanded itself to several countries‚ personal finance‚ internet shopping and product and services. They now have 923 stores all over the world. They believe that the increasing sales and purchase in the global market forms a significant part in its growth. (http://www.globalsources.com/PEC/PROFILES/TESCO.HTM) accessed on 28 Nov 2010 They are the world’s leading retailers‚ They have a well established strategies on which they work‚ which constitute
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the best name for the product‚ determine when and why less is more‚ and analyze trends that can affect one’s positioning. The book provides ample illustrative cases as well as for positioning correctly. Book Review The basic approach of positioning is not to create something new and different‚ but to manipulate what’s already in the mind and to retie the connections that already exist. The question most frequently asked by positioning skeptics is‚ "Why?" Why do we need a new approach to advertising
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