New Product Marketing - 9 Case Studies

What does the Coca-Cola Spiced case illustrate about concept testing?

• Shows the risk of launching without robust concept validation.

• Leading to early failure.

Which topics does Coca-Cola Spiced best relate to?

Week 4: Concept Evaluation, Testing, and Forecasting.

What issue does the Google Pixel 9 case highlight in strategic planning?

• Lack of product differentiation

• There was innovation fatigue in mature markets

Which theory is most relevant to Google Pixel 9?

• Product Life Cycle

• Incremental Innovation.

Which lecture does Google Pixel 9 link to?

Week 2: Strategic Planning & NPD Process.

How does the Jaguar Concept Car case relate to product design?

• Shows how consumer feedback can be divided

• Stresses importance of user testing.

Which lecture does the Jaguar Concept Car best align with?

Week 6: Product Design & Testing.

What is a key takeaway from the Anthropic Claude AI case?

Highlights innovation driven by hype cycles + emerging AI trends.

Which lecture does the Claude AI case relate to?

Week 3: Product Concepts & Sources of New Ideas.

Why is Lockly’s Smart Lock significant in product design?

• Integrates luxury + security

• Shows clear USP in functional + aesthetic design

Which lecture does Lockly Smart Lock connect with?

Week 6: Product Design & Testing.

What makes Samsung’s Galaxy Ring a good example of market testing?

• Uses phased implementation (a strategy for rolling out a new system or technology in stages rather than all at once)

• Health ecosystem integration

Which lecture does the Samsung Galaxy Ring case relate to?

Week 10: Implementation & Market Testing.

What strategic element is shown in Toyota’s future car tech case?

• It reflects long-term planning

• Investment in disruptive innovation.

Which lecture topics does Toyota’s case span?

Week 2: Strategic Planning and Week 3: Sources of New Ideas.

How does Colgate use digital twins in NPD?

• To simulate product performance

• Cost-efficient product dev

• Reduce risk before launch

• Emerging tech like

Which lecture does the Colgate digital twins case link to?

Week 4: Concept Evaluation & Forecasting.

What lesson does the Amazon Colorsoft case teach about product launches?

Poor rollout planning + miscommunication = damaged brand trust.

Which lecture does the Amazon Colorsoft case relate to?

Week 9: Launch Planning & Management.

What is Incremental Innovation?

• Small, continuous improvements to existing products/services/ processes

• Enhances features/efficiency without changing the core product.

What is Innovation Fatigue?

Resistance or decline in creativity + the ability to generate new ideas