Tag Archives: product development

Mayo + Ketchup = Mayochup!

Who likes mayonnaise? Who likes ketchup? Who combines the two? If you are like millions of other consumers in the U.S., then you like combining the two products into a single sauce. And, now, Heinz wants to bring the combined taste to you in one convenient bottle!

Yes, a new condiment that combines the two sauces is being developed for the U.S. market. Heinz recently taunted consumers, asking people to vote using Twitter if they want to see a new product – ‘mayochup’ – in grocery stores. Millions of people voted yes for the mash-up, and Heinz has said it will produce a new sauce.

There is a controversy about mayochup though. Claims that Heinz has invented a new condiment has been disputed. Other countries have long used the combined condiment in their cultures and foods. A combination of mayo-ketchup is popular across Latin America and in the Caribbean. However, there is no similar product available in the wider U.S. market. (A close cousin might be Fry Sauce, very popular in parts of the U.S. and around the world, where it is considered a staple condiment on the table.)

If you don’t like the mayochup name, Heinz is taking suggestions for alternative names. Maybe ‘ketchannaise’ will catch on instead!

Group Activities and Discussion Questions:

  1. Discuss the four primary marketing strategies: market penetration, market development, product development, and diversification.
  2. Show information about mayochup:
    1. Twitter: https://twitter.com/HeinzKetchup_US/status/984133260216332302
    2. Mayochup news video: https://youtu.be/C-ZYv-TDh3Y
  3. Which strategy is Heinz using for this product? Why?
  4. Divide students into teams. Have each team select one of the four different strategies and explain why that strategy could be used to market mayochup.
  5. Have each team determine the marketing mix (4Ps) to support their strategy choice.
  6. Debrief the exercise.

Source: Schmidt, S. (13 April, 2018). Heinz promotes its new ‘mayochup’ and sparks an international controversy. Washington Post.

Leave a comment

Filed under Classroom Activities

No More Shedding Hair

If you have a dog, you are probably familiar with having pet hair pretty much everywhere. Floors, furniture, cars, and clothing – all of these attract pet hair! While it is certainly a nuisance, pet hair shedding can also be an irritant and cause allergic reactions. But unless you have a hairless dog (such as the American Hairless Terrier) home life with dogs requires constant dusting, vacuuming, and lint rollers. Or does it?

Enter the Shed Defender. The one-piece leotard keeps pet hair contained and protects furniture and clothing from shedding hair. The body suit keeps the hair inside until the owners wash it out. Available in different sizes and colors, the Shed Defender helps reduce the spread of canine dander and other allergens. Fido can even go visit friends who love dogs, but have allergies to them.

It’s not just for containing shedding hair. The product also helps keep pets calm by keeping them warm and wrapped. And, it can replace the dreaded “cone of shame” that many pets have to wear to keep them from biting and licking wounds.

It might be time to put the lint roller away.

Group Activities and Discussion Questions:

  1. Discuss the importance of defining a target market.
  2. Show the Shed Defender Web site: https://sheddefender.com/
  3. Videos can be found at: https://youtu.be/gpDZK0Xouno
  4. For Shed Defender product, what is the target market?
  5. Divide students into teams and have each team develop a profile of a target market for Shed Defender. Include demographics, psychographics, behaviors, values, attitudes, etc.
  6. Based on the target market profile, what makes this product unique for these customers?
  7. Debrief the exercise.

Source:  Bender, K. (10, Jan. 2018). End dog shedding – and get great Instagrams – with this hilarious dog leotard. People.

Leave a comment

Filed under Classroom Activities

Mug Keeps Drinks Hot!

It’s a small thing, but a pet peeve of many coffee drinkers is that they absolutely hate it when their mugs of coffee get cold, and have to be microwaved or refilled in order to be hot again. Reheating changes the taste. And then it gets cold again, and has to be reheated yet again, and so on…There should be a solution for the cold desktop mug of coffee.

And, now there is a solution. Enter the Ember Ceramic Mug to solve the dilemma. The mug incorporates technology that helps keep the drink at whatever temperature is needed. Using Ember’s app, the ideal temperature for each beverage can be set automatically. The sleekly styled mug has a change cooling system, micro-processor controlled heating system, and network of sensors – all working to keep the beverage at the ideal temperature!

The innovative design won Ember a coveted TIME Magazine’s Best Inventions of 2017 award. Priced at $79.95, Ember’s mug is not cheap. The white ceramic mug comes with charging coaster, is fully submersible (but wash by hand), and can maintain temperatures for hours on end.

Coffee, anyone?

Group Activities and Discussion Questions:

    1. Discuss the importance of setting objectives. Explain SMART objectives – specific, measureable, achievable, realistic, and time-bound.
    2. Show Ember’s Web site and products: https://ember.com/
    3. Video is available: https://youtu.be/7Vy_y52oZos
    4. Video: https://youtu.be/j9YAvpJTF9w
    5. Divide students into teams. Have each team develop five SMART objectives for this product.
    6. Discuss the objectives. How would the objectives change if a different marketing strategy was used?
    7. Debrief the exercise.

Source: Pierce, D. (12 Dec., 2017). I can’t stop drinking coffee out of this temperature-regulated mug. Wired Magazine.

Leave a comment

Filed under Classroom Activities