Submitted to: Sir Kashif Baig (Course Instructor)

SUBJECT: New Product Development

MBA MARKETING (1.5 years)

CASE STUDY
WHEATIES DUNK A BELL CEREAL
THE COCA-COLA SURGE
UNCLE BEN’S RICE CALCIUM PLUS
KELLOGG’S SPECIAL K PLUS
AVERT VIRUCIDAL TISSUES

Submitted by:
JHANGIR HAMEED
UMAIR MANSOOR
UMAIR AHMED KHAN
NABEEL HUSSAIN QAZI
ANIQUE UR R EHMAN
DANIYAL FAREED
 1) WHEATIES DUNK A BALL CEREAL

Introduction:
This limited edition cereal was described on
The front of the box as
"The breakfast of champions for kids.
Sweetened
Basketball whole wheat & corn puffs.
"The cereal pieces were round and striped
To resemble little basketballs.
Upon the cereal's introduction, the back
Of the box
Had a cut-out activity where you could turn

Your cereal bowl into a basketball hoop.

Target Markets are specific consumers that have wants and needs in common and therefore
would be looking for the same specific product. Three to six year old children and their buyers
(their parents) would want a different cereal than serious athletes or retired individuals sixty to
eighty years old. The product needs to meet the needs and wants of the target consumers
What marketer were thinking!
In 1994, General Mills introduced a product under the Wheaties name called Wheaties Dunk-A-
Balls cereal. The sweetened corn-and-wheat puffs cereal was shaped like basketballs. The target
market, children, might have been very satisfied with the product; however, it could only be
reached via the market who would actually be buying the product—parents and guardians. Since
adults tend to dislike kids playing with their food, the cereal failed in the marketplace. Is there
any way that General Mills could have avoided this costly disaster?

Biggest concerns or unknown about the products,

 The sweetened corn-and-wheat puffs cereal was shaped like basketballs. Since adults tend to dislike kids
playing with their food, the cereal failed in the marketplace.
Most of the cereals on this list are of the sugary variety. However, even something with a slightly
healthier bent can come and go. Admittedly, Wheaties Dunk-a-Balls were designed as a limited edition
cereal. Still, it’d be a joyous occasion if they were to return. The cereal looked like little basketballs, with
the lines painted on and everything. They weren’t quite as healthy as Wheaties, aka the Breakfast of
Champions, but they were still probably better for you than.

Product Testing:
Product use testing refers to the method by which we test the end user’s experience with the new product.
Alpha testing: Alpha testing is used to identify all the possible bugs and issues before the product is
provided to the end user for use. There are two type of testing in Alpha testing
 Black box testing
 White box testing
Alpha testing is taking out in lab environment by the internal people of an organization i.e. employees
Alpha Results:
After conducting the alpha testing it has been resulted to relaunch the Dunk a ball of Wheaties because
kid interactivity towards the brand was great and it was healthier to the kids.

Testing Results
Black Box The product packaging is appealing, it shows the main idea behind the
product that it fulfils fiber requirements.
White Box The quality of the product is good With 100 percent whole grain flakes and a good
source of B vitamins and fiber . It also fulfils the requirement of Vit A & Vit C.

Beta Testing: Beta testing is done to test the experience of end users. To identify the functionality,
reliability, usability, and compatibility of a product.
In beta testing we ask for the feedback of end users, there experience with the product, product quality, its
packaging, and their satisfaction level.
The main purpose of this testing is to find out “Do customers like the product”.
Beta Results:
Consumers are excited to have particular basketball shape in their breakfast and this is also indulging to
the children towards athletes and encouraging to be champion. Parents are super health conscious for their
kids. Wheaties dunk a ball gives proper health diet with entertainment.

Conclusion:
Conducting all scenarios of the product it has been concluded that people were satisfied with the usage
and quality said by the company. According to customer reviews, somewhere ethical measures were
missed like in shape of basketball.
 2) THE COCA-COLA SURGE

The Coca-Cola Company is an American company which is founded in 1892. It manufactures

and sale the syrup and concentrate for Coca-Cola, which is a sweetened carbonated drink that is
very popular in the United States and a global symbol of taste of America. Coca Cola also
produces and sells more soft drinks and citrus beverages. With more than 2,800 products
available in more than 200 countries, Coca-Cola is the largest beverage manufacturer and
distributor in the world and one of the largest corporations in the United States. Headquarters are
in Atlanta, Georgia.

In 1997, Coca-Cola started production of Surge in the United States, with its original whitepaper
name being "MDK," or "Mountain Dew Killer." It was the company's most aggressive launch of
a soda brand in that decade. While initial reception to the beverage was strong, its appeal had all
but faded by the early 2000s. It was made to provide coverage with Mello Yellow as a means of
slowing down Mountain Dew’s growth. Coke even attempted to gain users attention with
different products like OK Soda or with similar ones like Mello Yellow but did not succeed.
Surge was intended to be better on Mountain Dew by using maltodextrin for a super lasting and
long blast of energy with much bolder and brighter presentation. Its release was accompanied by
a $50 million nationwide marketing campaign that actually led to increased sales and popularity.
After few years of release, sales began to decrease. The Atlanta Journal-Constitution, Coke's
hometown paper was already calling it a "classic example of failure" in 2003 after most
production ceased the prior year. Surge was taken off the shelves in 2002 after a new marketing
effort failed and sales plummeted.

What do you think would be the biggest concerns, or unknowns, about Coca cola that might be
unearthed using product use testing?

There are so many concerns and unknown related to Coca cola Surge. The main concern is that
customers will going to care about that the brand has extra sugar or not. With that special flavor
and new packaging, it does not create any hype and customers might think that this packaging
has different taste or different ingredients as compare to the other products as they are going to
invest $50 million for the commercialization of the product. Is it worth it? The other concern is
that the product will generate profit or is it going to be another legit example of product failure?
Using the list of product use testing decisions given in this chapter,
make recommendations as to how some (or all) of these could have been product use tested prior
to launch?
There are three main testing methods: Alpha testing, Beta Testing, and Gamma testing. In this
Case I suggest company to first perform Alpha testing. During Alpha testing, a company
identifies bugs in product in its lab. Further, alpha testing is done with internal employees before
lunching to real users. After sorting out alpha testing bugs, Company should go for Beta testing.
Actually Beta testing is the final round of testing before a product is finally released to a wide
audience. In Beta Testing, the product is given to limited people in general public. The company
gets real user feedback so they sort out shortcomings prior to public lunching. Beta Testing is
helpful in the sense of large audience.

PRODUCT USE TESTING:

Product use testing refers to the method by which we test the end user’s experience with the new
product.

Alpha testing: Alpha testing is used to identify all the possible bugs and issues before the
product is provided to the end user for use. There are two type of testing in Alpha testing
 Black box testing
 White box testing
Alpha testing is taking out in lab environment by the internal people of an organization i.e.
employees.
After conducting alpha testing, the result shows that it is a perfect product for those people who
like to have carbonated sugary soda. It fulfils the requirements of required fun and taste. The
target audience for this product is over young people, mid age men/women, and especially those
people who likes to enjoy their fun and sugary soda requirements.

Testing Results
Surge Cans The product packaging is bold and bright, it shows the main idea
behind the product that it fulfils the fun & taste requirements.

Beta Testing: Beta testing is done to test the experience of end users. To identify the
functionality, reliability, usability, and compatibility of a product.
In beta testing we ask for the feedback of end users, there experience with the product, product
quality, its packaging, and their satisfaction level.
The main purpose of this testing is to find out “Do customers like the product”.
Results of Beta Testing: Some customers find the packaging exciting and some found it
stupid as they do not need to launch another variant because Mountain Dew was better. People
misguided it with the name. Coming to the quality customers like its taste and it fulfil the fun
requirements.

Conclusion: It shows that people like its taste and they are somehow satisfied with the point
that it has extra sugar but packaging makes it little difficult for consumer to choose as they think
Mountain Dew has better taste than Surge, to sell this they must have to work on its shelf placing
idea.
The recommended testing method would be beta testing as it is the feedback of end users. We
can change the marketing plan according to the likes and dislikes of the target audience,

CONTINUE NEXT PAGE.

3) UNCLE BEN’S RICE CALCIUM PLUS

Introduction:
Uncle Ben's Calcium Plus, a first in the category, will be the most ambitious of the marketer's
new lines. But it's not the only one.

Uncle Ben's is pursuing the ethnic niche with Oriental-style Kan Tong rices, testing on the West
Coast, and New Orleans and Caribbean-style rice and beans combinations in the South.

Companies want to introduce new products that don't cannibalize their existing line. But
sometimes they neglect to think whether or not the product is a good fit with the intended
consumer.
What marketer were thinking!
The plan is to bring some excitement to the category, a $1 billion business in supermarkets, said
Franchise Director Bill Schultz. Rice consumed away from home is growing faster, driven by
eating out generally and the rise of ethnic food restaurants.

Biggest concerns or unknown about the products

"The rice did not resonate with the average consumer because buyers of Uncle Ben's rice are not
daily consumers of the product and therefore will not likely depend on it for their nutrition needs.
Drinking orange juice with calcium daily probably works better."
Or how about Gerber's Singles, a variety of fruits, vegetable and other entrees for adult
consumers launched in 1974 by the maker of baby food. Consumers had a tough time relating to
adult food products sold in baby food jars.
Product Testing:
Product use testing refers to the method by which we test the end user’s experience with the new
product.

Alpha testing: Alpha testing is used to identify all the possible bugs and issues before the
product is provided to the end user for use. There are two type of testing in Alpha testing
 Black box testing
 White box testing
Alpha testing is taking out in lab environment by the internal people of an organization i.e.
employees

Alpha Results:
After conducting the alpha testing it has been resulted to change the advertising of the product in
which people can see a playing and healthier environment instead of cow speaking.
Testing Results
Black Box The product packaging is appealing, it shows the main idea behind
the product that it fulfils calcium requirements.
White Box The quality of the product is good to fulfil the deficiency of calcium.

Beta Testing: Beta testing is done to test the experience of end users. To identify the
functionality, reliability, usability, and compatibility of a product.
In beta testing we ask for the feedback of end users, there experience with the product, product
quality, its packaging, and their satisfaction level.
The main purpose of this testing is to find out “Do customers like the product”.

Beta Results:
Consumers are excited to have particular rice with calcium to fulfil the need of calcium for all
group of ages.

Conclusion:
Conducting all scenarios of the product it has been concluded that people were satisfied with the
usage and quality said by the company. Consumers had a tough time relating to adult food
products sold in baby food jars.

4) KELLOGG’S SPECIAL K PLUS

Introduction:
Kellogg’s special K is expending its line by launching a new cereal brand
under same name that has extra calcium than any other cereal brand. To tell
the importance of calcium they package it in a milk box shape box. The
package has a same amount of cereal as their other cereal boxes. This is a
cereal brand that has flavourful mix of raisins, multigrain flakes, dates and
almonds and calcium that requires to fulfil the needs of nutrition for women.
Specially those who do not get much time for themselves.
Cost increased by kelloggs due to new gallon shape packaging. It was looking
appealing to audience which will increase the sale. The milk shaped carton
has gable top style that has that has a transparent laminated coating inside the
container. The need of separate bag liner eliminates by it. It ensure product
freshness and provides reclose ability.

Biggest concerns, or Unknows about Kellogg’s Special K Plus:

There are so many concerns and unknown related to Kellogg’s special K Plus. Presence of extra calcium
was the main concern to the customers. Will it be beneficial to invest 15 million on new packaging what
if customer think that it has less cereal in this packaging as compare to other cereal brands. Will it create
profit or will it run on break even position.

Using the list of product use testing decisions given in this chapter,
make recommendations as to how some (or all) of these could have been product use tested prior to launch?

PRODUCT USE TESTING:

We test the end user experience by product use testing techniques.
Alpha testing: Alpha testing is used to identify all the possible bugs and issues before the product is
provided to the end user for use. There are two type of testing in Alpha testing
 Black box testing
 White box testing
Alpha testing is taking out in lab environment by the internal people of an organization i.e. employees.
After conducting alpha testing, the result shows that it is a perfect product for those people who do not
like to have balance diet. It fulfils the requirements of required nutrition and calcium. The target audience
for this product is over aged people, working women, and especially those people who needs to fulfil their
calcium requirements.

Testing Results
 Black Box The product packaging is appealing, it shows the main idea behind the
product that it fulfils calcium requirements.
White Box The quality of the product is good. If a consumer consumes this product
without milk it still fulfils calcium requirement equivalent to two glass of
milk. It also fulfils the requirement of iron, folic acid and vitamin b12.

Beta Testing: Beta testing is done to test the experience of end users. To identify the functionality,
reliability, usability, and compatibility of a product.
In beta testing we ask for the feedback of end users, there experience with the product, product quality, its
packaging, and their satisfaction level.
The main purpose of this testing is to find out “Do customers like the product”.
Results of Beta Testing: Some customers find the packaging unique and some found it stupid as they do
not need to show the extra calcium property by packaging it in a milk carton box. People misguided it
with the milk. Coming to the quality customers like its taste and it fulfil the calcium requirements. It has
100% of iron, folic acid and vitamin b12 but it contains less fibre that can be a declining point.
Conclusion: it shows that customer were bit curious about the quantity of cereal in new packaging. But
customer were satisfied with the presence of calcium in product. To sell this they must have to work on
its shelf placing idea.
The recommended testing method would be beta testing as it is the feedback of end users. According to
the target audience we can change the marketing plan.

CONTINUE ON NEXT PAGE.

5) AVERT VIRUCIDAL TISSUES

Founded in Neenah, Wisconsin, in 1872 and based in Irving, Texas, Kimberly-Clark
Corporation is an American multinational personal care corporation that produces mostly
paper-based consumer products. The company manufactures sanitary paper products and surgical
& medical instruments. It operates non-woven fabric mills and paper (except newsprint) mills.
Kimberly-Clark brand name products include Kleenex facial tissue, Kotex feminine hygiene
products, Cottonelle, Scott and Andrex toilet paper, Wypall utility wipes, KimWipes scientific
cleaning wipes and Huggies disposable diapers and baby wipes. Since 1985, the company has
approximately 42,000 employees.
Kimberly clarks was the first company to manufacture and market facial tissue products. The
Kleenex brand was so successful that it became synonymous with the facial tissue products and
was even included in several standard dictionaries as a common noun. Kleenex accounted for
nearly 10 percent of Kimberly's total sales revenue as of January 2007.
Tested in 1984, under the brand name of Kleenex, Kimberley Clarks launched a new facial tissue
product which was essentially Kleenex with vitamin C derivatives that helped to kill cold and flu
germs when you sneezed, coughed or blew your nose with it.

What do you think would be the biggest concerns, or unknowns,

about Coca cola that might be unearthed using product use testing?

One of the main reason which resulted in the failure of the product testing was the use of the
word “cidal” in the name of the product which most of the people connected with being suicidal.
Another reason for the failure of the product was the lack of product protocol which did not
define how the product would satisfy the demands and needs of the customers.

Determination of method of product testing:

Keeping the nature of product in mind, the appropriate method of testing would be Alpha Testing
and Beta testing.

Product Testing:
Alpha Testing: Alpha testing is used to identify all the possible bugs and issues before the
product is provided to the end user for use. There are two type of testing in Alpha testing
 Black box testing
 White box testing
Alpha testing is taking out in lab environment by the internal people of an organization i.e.
employees.
Testing Results
Avert Virucidal The Product usage seems practical but people are concerned by the brand
Tissues name

Beta Testing: Beta testing is done to test the experience of end users to identify the
functionality, reliability, usability, and compatibility of a product.
In beta testing we ask for the feedback of end users, there experience with the product, product
quality, its packaging, and their satisfaction level.
The main purpose of this testing is to find out “Do customers like the product”.

Result of Beta Testing: Some consumers are a bit skeptical about the product primarily
because of the brand name. However, one other concern is the lack of public awareness about the
product so the consumers fail to realize the need of that product.

Conclusion: The idea of this product launched in 1984 was far ahead of its time. And being
distributed under the name of Kleenex-which is essentially the global market leader of facial
tissues-made it sure the success of this product. However, the public was skeptical about the
brand name of the particular product which made it all go in vain. Kimberly Clarks must have
considered it to rebrand the product and launch it with more intense product protocol.
The recommended method of testing this product would be Beta Testing, to make sure the
inclination of the public towards this product.

THE END