Aquafresh whitening trays

1. Read the short case (Aquafresh 1-2 page) and make write up (1 page) for answering the questions at the end.

Questions:

What accounts for the market success of the Aquafresh product? Keep in mind: As large and knowledgeable as GSK is, both P&G and Colgate already had similar products on the market, and both could easily defend themselves against the competitive launch of Aquafresh. More generally, what can be learned from GSK’s perspective, and also from Oratech’s perspective, about making open innovation work?

2. The template for the case write up will include: situation, problems, alternative solution, the choice of solution, conclusion.Honda case study Situation: Honda is one of the world's leading automotive companies, with several successful model cars brand Honda is occupying a huge market share in different consumer level markets. Such as CR-V, Pilot SUV, and Odyssey minivan, these different models are attractive for their own customer groups like young female customers, single, active individuals or small families, traditional large families and fixed families. Problems: Honda has existed car product lines, such as cars and light trucks, which have been successfully attaining market share for a long time but the products of Honda are less attractive to young male customers and more attractive to a lot of families and women. The Alternative Solutions: 1. Choose one of existing product models from CR-V, Pilot SUV and Odyssey for innovation, upgrade and transformation so that it can be applied to the target customer group of young and energetic men and win the market share of young men customers. 2. Design a total new automobile product brand (Element), which subverts the traditional car concept and is full of innovation in every aspect. It is specially designed for the target market of young generation men to win the market competition. The Choice of solution The birth of a new model (Element) At the beginning of the design process, the customer group was identified through the xgame research and experiment, and the targeted customer group was determined to be welleducated young men with non-traditional lifestyles, so the designer realized that flexible elements should be added to the design. For example, the unique appearance, the interesting driving experience, the system defines four design themes for the elements: adaptability/modularity, authenticity, functionality and attitude/expression. At the same time, performance, security, and value are core themes. Next, the main design stage is divided into four main parts: external, internal, suspension and power system. Each part must be uniquely designed head to tail. Interior and exterior: with a bold new look, engineers focuses on building adaptability, such as folding seats, sleeping comfort, and the practicality of storage Spaces; The side door has been made way for easier access and exit, and the tail door has also been redesigned in a "clamshell" shape. Not only that, the car requires a combination of maneuverability, athleticism and fun. The powertrain is powered by a 2.4-liter VTEC engine, which the SPE-adapted component delivers 160 horsepower at 5,500 RPM, which is sufficient power for the target customer. A new car brand Element was born. The product is successfully designed and produced. In the next stage, in terms of advertising, Honda will break the regular routine and reject the stereotypes. The advertising content mainly shows the dynamic life state of the young generation and perfectly combines with the new car (Elements). Creating buzz at auto shows and campus promotions, sponsoring college surfing events and tailgate parties, and taking an entirely different approach to publicity, challenging with traditional advertising channels. Conclusion The release of a new product of car(Element) includes several necessary steps. Through the Element case, we learned about identify opportunity, organize technology, market research, financial report and new product release. For my understanding, the new products releasing is an institutional process. Every each step is necessary and important for business success.