Even More Teaching Activities
Running a Focus Group
In this exercise, students run focus groups to understand the importance of getting beyond “top-level” answers and to gather some real insights into the behavior of the target market.
Repositioning Upwards (Video Case Study)
This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
Changing Product Attributes – A Good Idea?
This company has an idea to modify the attributes of its existing product. The goal is to try and increase sales. However, there is a risk that sales could actually decrease instead – what do your students think?
New Target Market = New Marketing Mix?
For this activity, students need to determine whether the law firm will need to modify its marketing mix as they pursue another target market.