National Research University Higher School of Economics

1.12 Nanoparticles CouldTurnTrees Into Streetlights

1. 
   Why do you think there is an opportunity on the market for your idea?
   
2. 
   Please, evaluate technological feasibility of your idea.
   
3. 
   Who is your target audience?
   
4. 
   What benefits do you offer to your target audience?
   
5. 
   What is your value proposition?
   
6. 
   
   

• 
  Introduce students to various market research techniques that can be utilized to test theviability of new products.
  
• 
  Analyze the market dynamics of the chocolate industry, including the competitive landscape
  
• 
  Determine how consumer attitudes, usage, motivations, features, and benefits of chocolateproducts influence purchase behaviors among identified target markets.
  
• 
  Analyze research results to determine the most viable new product opportunities.
  
• 
  Recommend which one or two of the three testing alternatives should be utilized to validatethe product line’s marketability projections and sales volume forecasts, which were derivedfrom preliminary market tests before launching the Montreaux Chocolate USA product linenationwide.
  
• 
  Evaluate how to optimally position a new dark chocolate with fruit product in the U.S. afterthe acquisition of a Swiss-based chocolate company.
  

1. 
   Discuss the key challenges and marketing issues Andrea Torres must address at this time.
   
2. 
   Why do you feel these issues and challenges are key to the success of the new product line?
   
3. 
   Evaluate the achievability of the company objectives for Montreaux USA. Identify the mostsalient aspects of the chocolate confectionery industry, globally and domestically, that bear ona new product introduction. Provide support for your conclusions.
   
4. 
   After analyzing consumer attitudes, usage, motivations, and benefits of chocolate products toconsumers, how viable are the recommended new product concepts? Should others beexplored? Please explain.
   
5. 
   Using the forecast model for the healthy dark chocolate product with fruit tested in the BASESII test in August 2012, what is your forecast of the demand for the chocolate product?Hints:Conduct a sensitivity analysis by using the facts provided regarding consumerawareness, ACV and repeat rates for mediocre, average, and excellent products.The Excel supplement provided with the case should prove useful.
   
6. 
   Evaluate the effectiveness and efficiency of the new product development process to thispoint. What, if anything would you change? Develop a comparative assessment of theresearch alternatives under consideration. Which one or which combination of researchtechniques would you recommend? Please explain.
   

• 
  MarketLine, Global Confectionery, Industry Profile 0199-0710, November 2012.
  
• 
  MarketLine, Confectionery in the United States, Industry Profile 0072-0710, November 2012.
  
• 
  Mintel Group Ltd., Chocolate Confectionery – U.S., April 2012.
  
• 
  Euromonitor International, Passport Chocolate Confectionery in the US, December 2012. Packaged Facts, Chocolate Candy in the U.S., May 2012.
  
• 
  IBISWorld, Chocolate Production in the US, Industry Report 31135, December 2011
  

• 
  To explore social media monitoring in a particular industry context, one where the possible value to specific managerial decisions can be more easily debated than is the case for value when the industry context is quite general,
  
• 
  To explore social TV, in which TV content gets viewers to participate in online communities and online community participation feeds back into TV content development.
  

1. 
   Do you ever tweet, text, or email while watching television? If so, why? What motivates people to participate in social TV?
   
2. 
   Whether you do or not, it seems 40 million Americans do. Are their conversations representative of television viewers? If not, are the data valuable to television networks? Are they valuable to media buyers? To brand marketers?
   
3. 
   Dave Poltrack refers to Bluefin’s data as a deep dive and SocialGuide’s as a more summary picture. What features of the Bluefin system of data collection and analysis make it a deep dive?
   
4. 
   Why did Twitter buy Bluefin? What might it do with Bluefin’s capabilities? Was it wise to shut down sales of its product suite sales?
   

1. 
   Why do people use Facebook and what do they do when they are there?
   
2. 
   Evaluate the success of advertising on Facebook.
   
3. 
   Evaluate the success of Facebook fan pages.
   
4. 
   Evaluate Facebook Platform and Facebook for Websites.
   
5. 
   Which of the three options should Facebook emphasize as it seeks to monetize.
   

1. 
   Process innovation
   
2. 
   Product innovation
   
3. 
   Commercial/marketing innovation
   
4. 
   Organizational innovation
   
5. 
   Management innovation
   

1. 
   Technology push
   
2. 
   Coupling model
   
3. 
   Interactive model
   
4. 
   Market pull
   
5. 
   Network model
   

1. 
   Метод инвентаризации атрибутов
   
2. 
   Анализ проблем и возможностей
   
3. 
   Синектика
   
4. 
   Морфологический анализ
   
5. 
   Мозговой штурм
   

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