1. What was the goal of BP’s “Pizza Game Changers” campaign: to sell pizzas or to build brand reputation? Support your response
Business & ManagementMarketingWorked Solution
1. What was the goal of BP’s “Pizza Game Changers” campaign: to sell pizzas or to build brand reputation? Support your response.
2. Despite suggestions that the decision to add, say, Pizza Tacos to the BP menu was made spontaneously, in the name of “fun,” it’s probably more realistic to assume that there was some adherence to the new product development process. At what stage in the process do you think the Pizza Taco was found to have potential where other ideas did not?
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SOLUTION
1. It’s well worth looking up the hilarious concepts for the “Pizza Game Changers” campaign and the execution. Students will likely recognize the use of social currency, like Product Hunt-style up vote mechanism and the Kick starter-like pitches. Students’ answers will vary, but hopefully most will conclude that a better brand reputation sells more pizzas, so it’s a marketing “win-win.”
2. An ideal product development process will identify potential winners—like Pizza Tacos—in the idea-screening phase. But students will recognize that the other stages are critical too: can it be done and how? (Concept testing) who will buy it and why? (Market strategy development) will it be profitable? (Business analysis) how does it get made? (Product development) does it work in the real world? (Test marketing) how will it be introduced? (Commercialization). Each stage in the process is a go/no-go test of the new product’s viability.