Functional Beverages: Market Trends and Market-Oriented New Product Designs

This paper summarises the Plenary Address from the 15th conference on Labour, Employment and Work in New Zealand. This paper is based on the Ministry of Business, Innovation and Employment’s (The Ministry) Quarterly Labour Market Report, which is a relatively new product that brings together a range of information on the economy and labour market. The first Quarterly Report was released in September 2012.

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Green Ox

Darden Business Publishing Cases ◽

10.1108/case.darden.2021.000010 ◽

2007 ◽

pp. 1-9

Author(s):

Marian Chapman Moore ◽

Ronald T. Wilcox ◽

Geraldine R. Henderson

Keyword(s):

Marketing Strategy ◽

New Product ◽

Product Line ◽

Sufficient Information ◽

Specific Target ◽

Customer Information ◽

Target Segment ◽

Food And Beverage ◽

Market Trends ◽

Line Depth

”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) and articulating a positioning statement(s) for the new product—all in light of market trends, customer information, and competitor positions. Students must also make recommendations regarding the product name, number of products in the line, and the price (including a break-even analysis). Distribution and promotion issues are downplayed, yet there is sufficient information to determine whether students’ recommendations on the larger issues account for the necessary integration of the 4Ps.

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When the Going Gets Tough: Exploring Changes in the Startup Landscape Due to the Challenges of 2020

10.1115/detc2021-71798 ◽

2021 ◽

Author(s):

Tobias Mahan ◽

Pratima Saravanan ◽

Sandeep Krishnakumar ◽

Hannah Nolte ◽

Christopher McComb ◽

...

Keyword(s):

Resource Constraints ◽

Principal Component ◽

New Product ◽

Valuable Insight ◽

Design Processes ◽

Emerging Trends ◽

Market Trends ◽

External Stimuli ◽

Potential Customers ◽

Insight Into

Abstract Crowdfunding platforms like Kickstarter provide new product developers with a novel and readily accessible platform to interact with potential customers, seek funding, and gain valuable feedback from target users. Successful startup design processes are often praised due to startups’ agility and ability to adapt to changing markets under extreme resource constraints. The COVID-19 pandemic changed the market in a number of significant ways, and publicly available data on Kickstarter provides valuable insight into the fundamental ways that product developers adapt to volatiles markets created by a global crisis. Leveraging linguistic analysis, topic modelling, k-means clustering, and principal component analysis, startup data was analyzed to identify overarching trends in startup launch campaigns across years. Specifically, this work identifies emerging trends in the Kickstarter market in 2020 to understand how external factors affect launch practices. Subtle yet significant changes in Kickstarter campaigns show that new clusters of campaigns emerged during 2020, not present in prior years, indicating that product developers adapted language to meet the needs of a changing market. Findings motivate a more thorough investigation of the relationships between startup market trends and external events to build a deeper understanding of the fundamental ways developers adapt design processes due to external stimuli.

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