Feb 132017
 

Following the positive feedback on the marketing simulation game, I have decided to further develop the complexity of the game and introduce a more “advanced positioning marketing simulation game”. This is an extension of the initial game – so it has the same look and feel to students. However, it increases the complexity of decisions [See full activity…]

Feb 032016
 
Monitoring Consumer Attitudes

Teaching Notes In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model. Please note that a  multi-attribute attitude Excel template is available for free download at a related website. Student Activity For this task you will need to review the [See full activity…]

Feb 012016
 
The role of logos

Teaching Notes for this Activity In this activity, students will consider the role of a logo in the firm’s overall brand – what role does it play, how important is it? Student task Below are some well-known logos to review. Which logos can you recognize? Why do you think that these logos were designed this [See full activity…]

Feb 192015
 
Using the Product Levels

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to split two products into the five product levels. Student audience: This exercise is more suitable for students of introductory marketing. Exercise time: The group discussion time should be around 10-15 minutes, plus any additional time for [See full activity…]

Feb 192015
 

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme. Student audience: This exercise is more suitable for students of introductory marketing. Exercise time: The group discussion time should be around 10-15 minutes, plus any [See full activity…]

Feb 182015
 

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme. Student audience: This exercise is more suitable for students of introductory marketing. Exercise time: The group discussion time should be around 15 minutes, plus any [See full activity…]

Feb 172015
 

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme. Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as students of marketing strategy. Exercise [See full activity…]

Jul 202012
 

In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?   ACTIVITY/TASK Coca-Cola launched their new Mother Energy brand into the Australian market in 2006. The firm was [See full activity…]

Jul 072012
 

Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In the following example, the firm was allocated its fixed costs equally each of its products – what impact does this have?   ACTIVITY/TASK Product  A Product  B Product  C Product D TOTAL [See full activity…]

Jul 072012
 

The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, brand equity.   ACTIVITY/TASK Factors [See full activity…]

Jul 062012
 

This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection. Your task in this activity is to answer the assessment questions at the end regarding each situation.   ACTIVITY/TASK Increasing Sales of Jeans The manufacturer of a well-known brand of jeans has determined that [See full activity…]

Jul 062012
 

When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. The following situation is based upon a real business situation. What would you do in this situation?   ACTIVITY/TASK Pop-mints are a fairly successful brand of breath fresheners. Their main competitor is Tic Tacs, and their indirect [See full activity…]

Jul 052012
 

Read the following case study on a hypothetical product manager for frozen pizza. They are faced with a strategic challenge for which way to growth the business. If you were this product manager, what would you do?   ACTIVITY/TASK Larry is a product manager for frozen pizza for a large national firm. He is in [See full activity…]

Jul 052012
 

The following is an excerpt from a manager’s meeting for firm that manufactures pretzels (a snack food that is considered to be a healthy alternative to chips/crisps – quite popular in the USA, but not so much in other countries). In the discussion they highlight the four broad brand strategy choices. Assuming that you were [See full activity…]

Jul 052012
 

Firms are usually faced with four broad branding choices. Obviously, having good brand equity presents the opportunity to leverage this strength in the marketplace for greater profitability. In this activity, your task is to simply classify each example to the brand strategy choice (refer list) that the firm has pursued.   ACTIVITY/TASK Coca-Cola also sells [See full activity…]

Jul 052012
 

The number of private label (brands exclusive to a retailer) products has grown steadily in recent years. In particular, a number of supermarket chains have increased private label products in their supermarkets as part of their strategy, mainly for differentiation and profitability purposes. But why would a large manufacturer want to produce a private label [See full activity…]

Jul 052012
 

Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! Below is an example of how to convert features into benefits (for a potential new product for Burgers Galore, namely fruit salad). Your task is to identify the benefits for a swimming pool [See full activity…]