Marketing New Products Exam - Desklib

This exam focuses on Marketing New Products, with a case study on Kraft's macaroni and cheese ice cream mashup. Students will answer questions on target market, product launch strategy, and market segments for a new electric vehicle in Pakistan.

STUDENT ID
STUDENT NAME
SUBJECT NAME: Marketing New Products
SUBJECT CODE: MKT002
TIME ALLOWED: 2 Hours
PERMITTED MATERIALS:
 This is an Open Book exam.
INSTRUCTIONS FOR STUDENTS:
 You do not require a separate answer booklet. Please type your responses in
the space provided.
 Type your full name and ID at the top of this page.
 This exam consists of two sections:
 Section A has a case study and FOUR questions worth 10 marks each.
 Section B has three questions. Answer only two questions. Each question is
worth 10 marks each.
 Total 60 marks.
 This exam is worth 60% of your overall grade for this subject.

SECTION A – Case
Study
Read the case study and answer all four questions. Each question is worth 10
marks. Total 40 marks.
Kraft Stirs the Pot Again
In an effort to “bring together two of life’s greatest pleasures”, Kraft cooks up a
macaroni and cheese ice cream mashup that might actually be exactly what today’s
consumers want.
Brooklyn favourite ice cream, Van Leeuwen, backs the bizarre and buttery new treat,
but if that does not catch consumers’ eye, the bright orange hue of the ice cream will.
The funky new flavour was sold online (where it has already sold out!) and on the
menu at 23 Van Leeuwen ice cream locations across New York, Los Angeles, and
Houston. Kraft also doled out free samples to passer-by last week in New York’s
busy Union Square amidst an ongoing heatwave. The introduction of the new ice
cream aligns with both National Ice Cream Day and National Macaroni and Cheese
Day, making it as delightful gimmicky as it is gross. That in mind, the daring dessert
comes at a time when weird food combinations continue to build momentum across
social media platforms. Indeed, when quarantine forced consumers to get comfortable
eating at home, many amateur chefs took it as an opportunity to get creative in the
kitchen, cooking up dishes like Flamin’ Hot Cheeto Rice Krispie Treats and Pizza
Donuts, which are seeing a particular wave of popularity at present.

It is not the first time Kraft has stirred the pot. In the past, it has offered up avante
garde eats like candy macaroni and cheese and pumpkin spice macaroni and cheese.
In addition, in case you were wondering, yes, the new flavour does use real Kraft
Macaroni and Cheese sauce. But while consumers may cringe at the new noodle
concoction, that’s actually exactly what a brand like Kraft needs. Long considered a
classic American comfort food, it can be easy for Kraft to get lost in the crowd of new
brands saturating the market. That in mind, stunt marketing that tacks onto fun
holidays, hot trends, and the everlasting appeal of “limited edition” batches makes
sense. Even though the flavours have sold out online, Kraft has already taken to
Twitter to let people know there’s already more in the making.
Answer the following four
ques tion s:
1. Making use of demographics and psychographics, clearly identify the target
market that Kraft are aiming at for this new product and justify your analysis.
(10 marks)
As per the analysis it has been identified that according to the demographics and psychographic
factor it has been identified that Kraft is targeting consumers in a market segment for the new
product who are inclined towards new flavours and design for this company will undertake use of
new flavours and will take advantage of real craft macaroni and cheese sauce. Furthermore, for the
more it has been identified from the demographic analysis that consumers make range at new
noodles connection in this company will comfort new consumers in a well-defined and effective
manner with the help of hot trends in efficient basis with the help of providing new designs and
flavours to consumers into the psychographic analysis company will effectively target them in a
well-defined and effective manner with the help of the new product organisation with influence
consumer as efficiently and will take advantage of combinations of food to improve them this will
significantly assessed organisation to enhance their profitability in marketplace.

2. Kraft is now looking at introducing this product to Australia. Recommend
how Kraft could promote this new offering to its current and potential
customer. (10 marks)
In order to significantly product new product in the market segment of Australia Kraft recommended
to take advantage of digital promotion as it is new and emerging advertisement and promotion
techniques that will help your organisation to offer the new product in a consumer market segment
for the more it has been underlined that digital marketing interview different aspects such as social
media which include Twitter Instagram and more this will provide company fortunately to promote
the consumers among large base of current and potential consumers with the help of introducing the
new product with the help of digital marketing company can efficiently in hands that Market Street
and conserve maximum number of consumer base then target market for the more it has been
underline that it is to make it proves to be an effective techniques that will assist organisations to
maximize their overall growth and profitability in a well-defined and effective manner that
according to the above mentioned analysis it has been identified that significant recommended to
take advantage of digital media as to enhance their overall productivity and profitability in a well-
defined and effective manner. Along with this it has been identified that is to media marketing plays
important role that will enhance company market reach and will significantly facilitate them to
influence attention of maximum number of consumer base and market.

3. Recommend the strategy for the launch campaign, including the media that
Kraft should use to ensure the success of the new offering. (10 marks)
It is recommended for company to undertake advantage of Digital campaign in order to conduct a
launch campaign in a well-defined and effective manner along with this company is recommended
to make sure that they take maximum amount of the help of digital marketing tools and techniques
in order to ensure your success in the new offering it has been identified that maximum number of
consumers are having their social media accounts on different platforms like Facebook Instagram
Twitter excel in this with the help of taking advantage of this platform company can maximize their
Market Street and conserve maximum number of consumer base in a well defined and effective
manner alone with is it has been stated that digital marketing launch campaign will allow
organisation to conduct various operations in sufficient basis which will help them to maximize
success of the new offerings in efficient bases
4. Identify some of the challenges Kraft could face during the launch and
recommend how these can be overcome. (10 marks)
There are some challenges that can be faced by Craft in the process of launching their it is
recommended to Kraft to take advantage of expert Advisors and will take use of digital marketing
efforts those who are efficient in providing successful results in addition to this company is
recommended to analyse Trends and behaviour prevailing in market and identified risk in sufficient
basis this will help them to overcome stress in a well-defined an effective manner for the more it has
been a line that with the help of taking use of analysis of business Trend and elements prevailing in
business environment company can significantly overcome the risk in time effective manner for the
more it is recommended to Kraf to take advantage of risk analysis in order to identify the challenges
that can affect their successful launch of product in this all these challenges can be effectively
overcome with the help of strategic planning process company is also recommended to provide

regular training to employees in order to enhance the overall skills and make them compatible with
the risk that can be faced by them company can face challenges in the process of marketing in order
to appeal target market in this company with the help of taking advantage of Twitter and online
marketing can maximize their growth in efficient basis

SECTION B
There are three questions in this section. Answer ONLY two. Each question
is worth 10 marks.
Question 5 (10 marks)
Describe how you go about putting together a new product development strategy for
either a luxury sports car or a healthcare delivery. Include all steps and provide
supporting justification.
[Answer here]
Question 6 (10
marks)
Designing a new product is a sequential process. It takes more time and may
eliminate a product that could have been a success. Using suitable examples, identify
the sequential steps, explain why we should not just get a good idea, and go to market.
[Answer
here]

Question 7 (10
marks)
Use the desirable characteristics of markets to provide an analysis of market
segments best suited for a new electric vehicle to be launched in Pakistan. Justify
you answer with suitable demographics and psychographics.
[Answer
here]
END OF EXAM
PAPER
[Extra writing/working space if required]
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