20 Mar Video case 12: New Product Development at Red Mango
Summary:
Founded in 2007 by Dan Kim, Red Mango originally sold only frozen yogurt at its first shop in Los Angeles; however, success resulted in rapid expansion, in terms of both locations and product offerings. Red Mango has developed many successful new products, including parfaits, fruit smoothies, hot chocolate, and, more recently, blended iced coffee. The video describes the new product development process used by Red Mango to launch its blended iced coffee drink.
Watch this video and answer the following questions:
Discussion Question #1:
Which of the idea generation methods discussed in the text did Red Mango use to come up with the idea to introduce a blended iced coffee drink?
Discussion Question #2:
Outline the steps of the new product development process for the frozen coffee drink at Red Mango as described in the video.
Discussion Question #3:
New product launch usually comes alone with promotion. Can you think of any good ways to promote the new products in Red Mango (or generally speaking, seasonal drinking products)?
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