Decisions and Mini-Cases

Which Line of New Products Should We Pursue?

Your students take the role of a brand manager of a successful frozen-food brand. But it is in the maturity phase of the PLC and needs to pursue other growth options. Students evaluate five potential new lines and line extensions to help guide the brand forward.

Which Line of New Products Should We Pursue? Review the Teaching Activity

Inept to the Evoked Brand Set (Case Study)

The launch of the Mother Energy brand generated many first-time sales, there were only limited repeat purchases, primarily due to the poor taste of the product. As a result, the brand was placed into the inept set by the majority of target market consumers. As a result, Coca-Cola had to decide what to do with this poor performing brand.

Inept to the Evoked Brand Set (Case Study) Review the Teaching Activity

Which Segmentation Base Should We Use?

In this activity, students review a managers meeting where they outline the various advantages and limitations of different segmentation bases for the purposes of selecting target markets. It is helpful exercise to help students understand the key differences between main bases and how they can impact the target market selection.

Which Segmentation Base Should We Use? Review the Teaching Activity

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