Tag Archives: perceptual map

by | Monday, September 21, 2020 · 8:28 am

Amazon Drones get U.S. Approval for Delivering Packages

Drones seem to be ready to take over the skies, but are they really ready for prime time? Can they deliver the goods? And how does this change delivery services around the globe? We may soon find out the answers to some of those questions.

Amazon is the latest company to receive FAA approval to operate a fleet of delivery drones. The approval gives Amazon Prime Air broad privileges to “safely and efficiently deliver packages to customers.” Amazon will test its drones with the goal of achieving 30-minute deliveries for packages of up to five pounds within a 15-mile radius of a warehouse. The company has been working on using drones for deliveries since 2013, continually innovating the drone models. The FAA approval gives Amazon permission to operate a fleet and is not tied to a specific model of drone.

Amazon isn’t the only game in town though. Last April, Wing (owned by Alphabet) received FAA approval for commercial deliveries. UPS also received approval to operate a fleet of drones as an airline last year. However, in all these cases, widespread use is likely still years in the future as the FAA needs to establish new, automated air-traffic systems as drone operations will exceed what human air controllers can handle.

Ready for your drone delivery?

Group Activities and Discussion Questions:

  1. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  2. Show Amazon drone video: https://youtu.be/3HJtmx5f1Fc
  3. Optional: Here is an older version of the Amazon drone model: https://youtu.be/MR9PoBAssw0
  4. Show competing drone services:
  1. Discuss which industries and services will be most impacted by drones. Why these?
  2. Will drones benefit consumers? How?
  3. Divide students into teams and have each team develop a positioning map for drone delivery services. What will be most important to consumers?

Sources: Associated Press; CNBC; New York Times; Wall Street Journal; other news sources

 

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by | Thursday, September 3, 2020 · 7:55 am

Cheetos Spices Up Mac and Cheese!

Cheetos have long been a favorite snack food in America, but it has a fairly limited menu application. Or so one might have thought. After all, it’s just a snack food, right? Wrong! Cheetos is one of many companies responding to changing consumer behavior patterns brought about the coronavirus pandemic. In this case, the product is in response to a rise in home cooking and the desire for comfort foods. PepsiCo’s new product combines these two desires into “Cheetos Mac ‘N Cheese.” The new product is packaged in boxes and cups and is available in three powerful flavors: Bold & Cheesy, Flamin’ Hot, and Cheesy Jalapeno.

Cheetos Mac ‘N Cheese was already in development prior to the pandemic and was scheduled to be released in 2020. However, the company moved at an accelerated pace once consumer patterns shifted due to the pandemic.

The branding even extends to the shape of the curling pasta noodle, which mimics the corkscrew-shaped tail of brand mascot Chester the cheetah. Currently, the new food is only available from Walmart, but a national retail roll-out is anticipated in 2021. PepsiCo plans to promote the new product using multiple marketing channels including shopper marketing (in store), and strong social media.

Anyone hungry for some spicy mac and cheese?

Group Activities and Discussion Questions:

  1. Poll students: Who eats Cheetos? Who eats Mac and Cheese? Which brands?
  2. Show the Web site: https://www.cheetos.com/products/cheetos-mac-n-cheese-bold-cheesy
  3. Show a video of the new product: https://youtu.be/tcYk6tZ3zeI
  4. Does this new food change the positioning of Cheetos in the product life cycle?
  5. How does Cheetos Mac and Cheese compare with other companies?
  2. Build a product positioning map for mac and cheese dinners and show the competition.
  3. How should Cheetos promote its new product?

Source:  Ad Week

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by | Friday, November 1, 2019 · 9:27 am

UPS Drones Take to the Sky

Are drones finally ready for prime time? Can they deliver the goods? And how does this change delivery services around the globe?

We’re about to find out the answers to some of those questions as UPS recently announced that its drone airline, UPS Flight Forward, has received FAA certification to operate a drone airline. The service will initially support medical packages at hospital campuses around the country. The UPS drone has been in test mode for the past year at the WakeMed campus in Raleigh, N.C., where is has been delivering packages such as tissues and blood samples to different buildings on the campus.

UPS is not the first company to use drones to deliver medical supplies. Other companies outside of the U.S. have been using drones to deliver medical supplies such as vaccines in difficult to reach areas. Healthcare operations (and patients) directly benefit from shorter in-transit times. The FAA certification allows UPS to fly an unlimited number of drones with remote operators in command. The certification also allows for cargo to exceed 55 pounds and fly at night.

Let’s fly!

Group Activities and Discussion Questions:

  1. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  2. Review UPS drone service.
  3. Show UPS drone video: https://youtu.be/xx9_6OyjJrQ
  4. The detailed business news announcement is available at: https://pressroom.ups.com/pressroom/ContentDetailsViewer.page?ConceptType=PressReleases&id=1569933965476-404
  5. Who are UPS’s competitors? What are their strengths and weaknesses?
  6. Divide students into teams and have each team develop a positioning map for UPS’s new Flight Forward drone service.
  7. Have each team draw their map on the board.
  8. Debrief exercise.

Sources: Wall Street Journal, New York Times, The Verge, Forbes, other news sources

 

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