Программа дисциплины «Маркетинг и инновации»

1.7 ACreditCard ForTheVisuallyImpaired

The In Your Own Words Storyteller is comprised of a book and pen recorder, providing your little one with a customised bedtime reading experience even if there’s no familiar family member around. All Mommy, Daddy, Grandma or older brother or sister have to do is record a segment of the book into the child-friendly pen programmed with specifically coded stickers, which are then attached to a particular page of the book. The child then places the pen over the sticker on the book’s page and the recording will play. Each of the 600 stickers are encoded with a series of dots, like a barcode, which can then be programmed to the pen and stored in the pen’s in-built memory. The set also includes 40 stickers with different pre-programmed sound effects such as a laughing baby or ticking clock.

A great invention for busy, single, and travelling parents, though nothing can fully replace Mommy or Daddy’s theatrical real time bedtime story, the In Your Own Words Storyteller puts your child at ease and encourages early reading skills at the same time.
1.11 Playbutton


Playbutton is a portable MP3 player contained in a wearable button. This patent pending device holds an entire album and comes complete with play, pause, skip and volume controls. It features a blank exterior that will be printed with each album’s cover art, and a pin on the back thatmakes it simple to affix to clothing or a bag. These buttons are powered by a re-chargeable Lithium battery

1.12 Nanoparticles CouldTurnTrees Into Streetlights

Researchers and designers at the National ICT Australia in Sydney have constructed a smart chip that, when embedded in the spine, intercepts and blocks pain messages to the brain.

The chip is housed in a biocompatible casing that is smaller than the head of a match. In turn, the chip is wired to a larger implanted device containing a battery, which charges wirelessly from an outside source, and a computer processor.

The chip is embedded to the spine, or another area between the brain and source of pain. The chip can measure the properties of signals and pick out the ones that are carrying pain to the nerve center. When the chip detects a pain signal headed towards the brain, it shoots out a 10-volt electric pulse that blocks the pain signal.

The device is designed for those with serious or chronic back or leg pain, however, it technically can be used for all kinds of pains throughout the body.

Hype Cycle as a tool to develop technology map
Students have to pick up one technology from Gartner Hype Cycle. Then they develop five product ideas based on chosen technology. Students must prove the existence of opportunity for developed ideas.

To performthe task instructor form small groups of 3-4 members each. After developing ideas students have to discuss following questions:

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. 
   
   

Self-study on the course

38.04.02. – Management

Master Program in Marketing

Prepared by:

dfomenkov@hse.ru

Case-study Montreaux Chocolate
Learning Objectives

• 
  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.
  

Case Questions

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.
   

Reference Materials for the Case

• 
  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.
  

Assignment Questions

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?
   

Assignment Questions

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.
   

Appendix C

Ongoing control and final exam on the course

38.04.02. – Management

Master Program in Marketing

Prepared by:

dfomenkov@hse.ru

Exampleofthetest

2. К какому типу инноваций относится “freemiumbusinessmodel”¹

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

3. Какие инструменты маркетинговых исследований целесообразно использовать для улучшающей инновации (incrementalinnovation)?

4. Какие три фактора необходимо учитывать при выборе стратегии установления отраслевых стандартов?

5. В каких моделях неважен отдел, в котором возникает идея для нового товара

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

6. С помощью какого метода можно обнаружить новые интересные комбинации для нового товара

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

7. Перечислите основные варианты коммерциализации технологии (“whattoselldecision”)

8. Какие факторы влияют на скорость принятия нового товара

9. Постарайтесь дать краткий ответ на вопрос CEO of IPG Photonics² (“THE COMPANY CHALLENGE”)

Ваш ответ:

11. К какому типу партнерских отношений относится следующая ситуация (какие причины и мотивы такого партнерства):

12. Попробуйте объяснитьследующее поведение компании NokiaCorp

The Finnish company said that it will create a platform for mobile Internet startups in China. The center will provide various developers and entrepreneurs with advice and solutions, to encourage them to grow their businesses.

The center will select 3,000 entrepreneurial ideas, help set up 300 technology startups and aid 30”.

Ответ:

Questions for exam