Project Description

Yum! Brands

Insight Marketing Challenge

Situation

Yum! Brand Restaurants is a Fortune 500 company that includes Pizza Hut, Taco Bell and KFC franchised restaurants worldwide. Yum! Brands is a global leader in innovation in this sector, yet marketing managers needed:

  • A stronger understanding of how to design and launch new products.

  • Problem-solving to decide what actions to take, based on stakeholder and consumer feedback.

  • Practice launching products in a real-world environment.

Solution

Yum! Brands is driven by innovation, so Digitec proposed an immersive learning simulation game that allows players to follow the process to innovate and launch new product ideas:

  • Players choose ideas based on conducting market and consumer research.

  • Using real-world data, Digitec created avatars that provide realistic and contextual feedback from consumers and stakeholders, based on the player’s choices and questions.

  • To practice decision-making, each action costs time, which could cost the player the game, if they can’t launch the best possible product before their competitor.

Results

The game has been extremely successful. 96% Agree or Strongly Agree that they had learned new knowledge and skills, and 96% would recommend this course to others.

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