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There is a minimum 100-word response per question. 1) Discuss fully the 6 categories of new products and provide a detailed justification for how you would categorize the Tastykake Sensables line. Apply the concepts from chapter 1 and support your position with facts from the case. 2) Explain fully all aspects of the New Product Development 5 Stage Process. Evaluate the Tastykake Sensables new product development activities by comparing and contrasting to the process described in chapter 2. 3) Create a product innovation charter (P.I.C.) for Tastykake. Explain in detail all aspects of a product innovation charter discussed in chapter 3. 4) Develop a concept statement for Tastykake Sensables. Explain fully the 3 aspects of the product concept and 2 approaches to writing a concept statement discussed in chapter 4. 5) Discuss fully the 4 steps in the problem analysis procedure, reverse brainstorming. Chapter 5 6) Discuss fully the 3 types of attributes, analytical attribute techniques, and determinant gap maps for snack products. Chapter 6 7) Discuss fully adaptive conjoint analysis and the USA, Japanese, and German made car example. Chapter 7 8) a) Compare and contrast with examples, umbrella brand with individual brand strategies discussed in chapter 16. Go to b) List 6 product types featured on that page and provide your reasoning for classifying the Tasty Baking Company brand strategy as either umbrella or individual. c) View the Tastykake packaging on to get information to support your position. 9) Discuss the 6 categories of brand names identified in chapter 16 and explain which category best describes the Tastykake brand name. 10) Identify and discuss 6 changes at Flowers Foods (Tastykake) from 2016 to 2018. Refer to the Fact Sheets I provided. For example, 2016 Sales $X vs 2018 Sales $Y 11) Identify and discuss 6 changes from the 2016 to 2019 Snack Food Industry. Are Tastykake products Chips? Nuts? How does the report classify Tastykake products? What changes have occurred in this category? 12) How would you classify the sale and marketing of some snack food products: ethical and legal, ethical, but illegal, unethical, but legal, unethical and legal. How would you classify the sale and marketing of Tastykake products? What is the ethical dilemma? Imagine you are a consultant... what actions would you recommend to Tastykake executives?

Sample Paper For Above instruction

The Tastykake Sensables line represents an innovative venture within the snack food industry, designed to meet evolving consumer preferences for healthier, functional, and premium snack options. To analyze its positioning, it is crucial to first understand the six categories of new products as defined in marketing literature: new-to-the-world products, new product lines, additions to existing lines, improvements or revisions of existing products, repositioned products, and cost reductions. Categorizing the Tastykake Sensables line requires examining its features, market intent, and innovation degree.

Classification of Tastykake Sensables: Based on the product’s innovation level, Sensables can be classified as an addition to an existing product line but with notable improvements and repositioning. This line likely introduces healthier ingredients or functional benefits not previously associated with Tastykake's traditional offerings, aligning with the 'improvement or revision' category. Sensables broadens the brand’s portfolio by expanding its product scope into health-conscious markets, thus fitting the 'additions to existing lines' category with an innovative angle.

Justification: The case details indicate that Sensables incorporate natural ingredients, possibly lower sugar content, and targeted health claims—these are significant improvements over existing Tastykake products. The repositioning aspect is also evident if the products are marketed emphasizing health benefits, thus altering consumer perception about Tastykake from just indulgence to health-conscious snacking. Supporting facts include the company's focus on evolving consumer trends and product reformulation efforts, which align with innovation categories focused on enhancement and repositioning.

The New Product Development (NPD) 5-Stage Process: The NPD process involves idea generation, screening, concept development and testing, business analysis, product development, and commercialization. Applying this framework to Tastykake Sensables, the company likely initiated with consumer insights and health trend research (idea generation), followed by screening for feasible ingredients and regulatory compliance. The product concept was probably developed with prototypes for testing, aligning with concept testing phases.

Contrasting with the process in Chapter 2, Tastykake’s activities may reflect a more iterative or accelerated development, integrating consumer feedback closely during testing phases, and emphasizing rapid commercialization to capitalize on market trends. This approach underscores the importance of agility in NPD within competitive snack markets, highlighting the adaptive strategies Tastykake employs.

Product Innovation Charter (PIC): A PIC defines the strategic goals, target markets, core reasons for innovation, and envisioned outcomes. For Tastykake, a PIC would articulate its goal to revive its traditional legacy by introducing healthier, innovative snack options that appeal to health-conscious consumers, ensuring alignment with brand image and market demands.

Concept Statement Development: The concept statement for Sensables must specify the target consumer (health-conscious snackers), the core benefit (healthy, natural ingredients), and the reason to believe (brand heritage combined with modern formulations). Approaches include the 'switch' approach—focusing on the consumer shift towards health, and the 'reason why' approach—highlighting ingredient quality and brand trustworthiness.

Problem Analysis through Reverse Brainstorming: This involves identifying potential problems or barriers to success—such as consumer skepticism about taste, price sensitivity, or regulatory challenges—and then brainstorming solutions. The four steps include defining the problem, generating ideas without judgment, identifying obstacles, and devising strategies to overcome these obstacles, all of which ensure a comprehensive risk assessment.

Attributes, Analytical Techniques, and Gap Maps: Snack products possess sensory, functional, and brand attributes. Techniques such as sensory testing, conjoint analysis, and determinant gap maps enable understanding attribute importance, consumer preferences, and feature gaps. These insights help to tailor Sensables to meet customer desires precisely, positioning the product competitively.

Adaptive Conjoint Analysis and International Examples: Adaptive conjoint analysis enables customized preference assessments, illustrated with the US, Japanese, and German car examples. Each market emphasizes different attributes—performance, safety, or design—paralleling snack preferences where health, convenience, or flavor may dominate based on regional tastes.

Brand Strategy – Umbrella vs. Individual: An umbrella brand strategies involve marketing multiple products under a single brand name, leveraging brand equity, exemplified by Tastykake. The brand strategy aligns more with an umbrella approach, especially if packaging and branding consistently associate all product lines, including Sensables, under the Tastykake identity. Examining the packaging supports this, showing consistent branding cues.

Brand Name Categories: The six categories include descriptive, arbitrary, suggestive, fanciful, coined, and generic. Tastykake’s brand name likely falls within the suggestive category, hinting at sweet, tasty snack connotations, effectively conveying the product’s appeal and differentiating it in the market.

Changes at Flowers Foods (Tastykake) 2016-2018: Notable changes include revenue variations, product line expansions, marketing campaigns focusing on health, operational efficiencies, and distribution strategies. These indicate strategic shifts aimed at capturing new customer segments and improving market share.

Snack Industry Changes 2016-2019: Industry-wide, there was growth in health-oriented snacks, diversification into functional foods, innovation in packaging, and an increase in plant-based or allergen-free options. Tastykake’s classification as a snack product encompasses traditional baked goods, with recent categories including chips and nuts—evolving from simple confectionery to a broader snack portfolio. Changes include reformulations and repositioning to meet health trends.

Ethical and Legal Considerations: Marketing snack foods ethically and legally is aligned with truthful advertising and responsible targeting, especially for children. Misleading claims or targeting vulnerable groups pose ethical issues. Credentials of Tastykake marketing suggest compliance, but ongoing vigilance is needed. Recommendations as a consultant include clear labeling, honest marketing, and avoiding addictive or misleading health claims to uphold ethical standards while maximizing brand reputation.

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