Marketing 16th Edition by William Pride,Ferrell

تمرين 5

flavored sodas was significant. The appeal is in the value as a collector's item, due to their novelty, rather than a bever-age to guzzle down before the last one is purchased, as in the case of the Azulciflavored Pepsi beverage introduced in Japan.
Given the competitive environment, the pressure from retailers to make new products perform, the speed with which consumer tastes change, and the cost of launching a new soft drink, Pepsi and Suntory are being careful not to overuse their limited-edition strategy. To make each new product stand out, they plan no more than four limited-edition introductions a year. If all goes according to plan, consumers will be primed for the introduction of the next new taste treat and will recognize that they have to buy quickly before that flavor disappears.
1.Pepsi and Suntory cap their limited-edition soft drink introductions at four per year. 'What effect is this cap likely to have on the new-product development process?
2. How important is product quality when a limited-edition soft drink like Ice Cucumber sells out in a matter of weeks?
3. What criteria would you suggest that Pepsi and Suntory use when screening ideas for new limited-edition soft drinks