Feb 152015
 
Creating and Interpreting a Perceptual Map

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for individual students to create the perceptual maps and then for small groups to discuss the interpretation. 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 [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
 

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 072012
 

In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?   ACTIVITY/TASK Coca-Cola first ventured into the diet soft drink market in the 1960’s with their Tab brand. In 1982 they broadened the Coke brand for the [See full activity…]

Jul 062012
 

This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer in Australia with multiple brands (retail formats). Your task is to evaluate each of their strategy initiatives. In other words, to what extent do you agree with their five strategic priorities?   ACTIVITY/TASK Thompson-Smith is one of Australia’s largest retailers. They have around [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
 

As part of the marketing mix, pricing is an aspect that can help communicate and reinforce the firm’s positioning. For many consumers, price also acts as a guide to quality. In this activity, there is a key pricing decision to be made in the two situations presented. Keeping in mind the firm’s/brand’s positioning, outline whether [See full activity…]

Jul 062012
 

In this exercise, you are presented with eight product alternatives, as you would find in a supermarket environment. As you will see, price is simply one aspect of the consumer’s perception of value. So review the following list of pasta sauces, which one would you buy?   ACTIVITY/TASK Brand Positioning/Marketing Price A The leading brand [See full activity…]

Jul 062012
 

While it is generally acknowledged that it is best to stay out of a price-cutting war, sometimes competitor actions will force you into one. In this activity, your firm is restaurant C and one of your competitors has recently cut their prices. The question is how you will respond.   ACTIVITY/TASK Three Blue Mountains Restaurants [See full activity…]

Jul 032012
 

This fitness center needs your advice. They are starting to think that their positioning slogan is primarily responsible for their loss of new customers/members. Do you think it’s time for a new slogan?   ACTIVITY/TASK New Millennium Fitness Centers have the positioning slogan – “we’ll get you fit”. However, only 50% of new customers keep [See full activity…]

Jul 032012
 

In the following table you are presented with examples of positioning slogans gone wrong. However, at the essence of each is a good positioning concept, it is just that the words have been poorly constructed. You need to review the slogans and see if you can rewrite them more appropriately, while still maintaining their central [See full activity…]

Jul 032012
 

For this exercise, you are required to determine the positioning goals associated with various positioning slogans. In the table below you will see a number ‘well-known’ positioning slogans. For each one, outline what you believe the slogan means and what it is trying to communicate.   ACTIVITY/TASK Because I’m worth it (L’Oreal) Have a break [See full activity…]

Jul 032012
 

In this exercise you are presented with 50 alternative positioning slogans that a firm promoting an MP3 player could use. This market is obviously very competitive market and a clear positioning would assist a firm in successfully competing. In the below table there are 10 segments and you’re able to select positioning across five categories. [See full activity…]

Jul 032012
 

For this activity, you need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food, on a weekly basis, to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted at children. You have been [See full activity…]

Jul 032012
 

Outlined below is a new idea for a service. The proposed target market for this luxury service is affluent, upper social class consumers. Your task here is to evaluate whether this target market and the proposed offering is financially and technically viable. ACTIVITY/TASK Introducing the new ‘King and Queen for a day’ service…  We send [See full activity…]

Jul 032012
 

Below is a possible market segmentation for the holiday market. Remembering that a key goal of segmentation is to classify consumers into groups of similar needs – your task in this activity is to outline what kind of holiday (that is, accommodation, activities, and destinations) would best suit each of these market segments.   ACTIVITY/TASK [See full activity…]

Jul 032012
 

In this exercise, you are presented with a number of market segments for the MP3 market. For each segment you are given top-level information regarding their core need, size growth, and profit margin. Your task here is to identify which one is the most attractive market segments to select as a target market.   ACTIVITY/TASK [See full activity…]

Jul 032012
 

In this review exercise, you need to demonstrate your understanding of the different consumer segmentation bases. Listed below is a number of firms and how they approach segmentation. You need to identify what type of segmentation base that the firm is using (see list of segmentation bases at the bottom). Note: Sometimes more than one [See full activity…]

Jul 022012
 
Using Cross-Tabs

This activity is designed to highlight the value of using cross-tabs to help analyze market research data. In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more valuable information is uncovered. Start [See full activity…]

Jul 022012
 

This case study looks at a hypothetical regional bank. Your task here is to prepare a SWOT for the firm; that is, identify their strengths, weaknesses, opportunities and threats. As a result of this exercise, you should have a much clearer idea of what marketing strategies would best suit them, given their current environment.   [See full activity…]