Activity write-up for Marketing Management II
Activity 1 – Product
“You are a product innovation task force for a consumer brand entering a crowded market
Your challenge: To design a winning product line strategy that cuts through the noise using sharp
portfolio design, smart mapping, and standout packaging."
Each team must work on designing :
A product line of 3–4 products under one brand.
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What kind of variety is offered
Are different segments being targeted
Strategically manage the portfolio (width, depth, consistency).
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Are the products supporting or cannibalising each other
Plot a product map showing positioning (e.g., price vs. quality, functionality vs. style).
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Where is each product placed in the market? Is there a gap being occupied, or is there headon competition?
Choose 1 product to highlight through creative packaging & labelling.
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What’s the visual identity of the product?
How does it stand out on the shelf?
Is there storytelling or engaging theme elements?
Industry
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Healthy snacks (protein bars, millet chips, granola).
Beverages (flavoured water, herbal teas, energy drinks).
Plant-based dairy alternatives (soy/almond milk).
Skincare line (face serums, creams, masks).
Haircare products (natural shampoos, oils, conditioners).
Men’s grooming kits.
Eco-friendly cleaning sprays.
Sustainable detergents.
Smart air fresheners.