Marketing Currents - Business and Marketing Current Events

Kraft Heinz’s Maxwell House launches its first innovation in nearly a decade

Kraft Heinz’s Maxwell House brand is introducing its first innovation in nearly a decade with Iced Latte with Foam. The company said it is the first-ever foaming agent brought to grocery shelves. The last major innovation for Maxwell House was Iced Coffee Concentrates in 2015.

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Discussion Questions:

  1. What is innovation?
  2. Is an innovation the same thing as an invention?
  3. Why is innovation in business?
  4. What are the two different types of innovation?
  5. Which best describes this innovation from Kraft Heinz?
  6. What is a brand?
  7. Have you ever heard of the brand Maxwell House?
  8. Who owns the Maxwell House brand?
  9. Based on what you learned from this story, describe this innovative new product from Maxwell House.
  10. This story states that the new innovation from Maxwell House is the first in nearly a decade from the brand. Why do you think it has been so long since their last innovation?
  11. What is a product life cycle?
  12. Which stage of the life cycle best describes this product from Maxwell House?
  13. How might this new innovation help Maxwell House reach more consumers?
  14. Why is that important to Kraft Heinz?
  15. What is pricing?
  16. Why is pricing an important part of the marketing mix?
  17. How much will the new Iced Latte with Foam product cost?
  18. How do you think Kraft Heinz determined that price point?
  19. What is profit margin and why is that important to Kraft Heinz?
  20. If you were a marketing professional working for Kraft Heinz, how would you recommend they promote the new Maxwell House product? Be prepared to share your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.