Case Study

Walmart’s Repositioning to Attract Higher-Income Shoppers

Case Study, Consumer Behavior, Member Activities, Products and Brands, Segmentation and Positioning, Services/CRM, video

Walmart has been progressively edging up its brand positioning to target more affluent consumers. But this repositioning poses brand risks as they move away from, and potentially alienate, their established and loyal customer base. This mini case study – and video – provides students with an opportunity to assess and mitigate the challenges involved with repositioning such an established and tightly positioned brand.

Walmart’s Repositioning to Attract Higher-Income Shoppers Review the Teaching Activity

The Success of T.J. Maxx Case Study

Case Study, Consumer Behavior, Member Activities, Places and Channels, Services/CRM, Strategy and Plans, video

In this case study, students discover how the now global retailer T.J. Maxx transformed off-price retailing into an engaging treasure hunt experience. This case provides students with practical insights into strategic branding, consumer behavior, and supply chain innovation – all within the evolving dynamics of retail in today’s landscape. The written case study is supported by a 10 minute detailed case study video.

The Success of T.J. Maxx Case Study Review the Teaching Activity

Classic Case Study: Old Spice Brand Repositioning

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Products and Brands, Promotion, Segmentation and Positioning, Strategy and Plans, video

This case study examines Old Spice’s classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled ‘The Man Your Man Could Smell Like.’ The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.

Classic Case Study: Old Spice Brand Repositioning Review the Teaching Activity

Burger King’s Whopper Detour Case Study

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Places and Channels, Products and Brands, Strategy and Plans

This case examines the Whopper Detour campaign for Burger King. This innovative and very successful campaign was built around a fun and playful digital-driven approach using geofencing on their mobile app. It is another classic case study that your students should review. Includes a short case study video.

Burger King’s Whopper Detour Case Study Review the Teaching Activity

Classic Case Study: Share-a-Coke Campaign

Case Study, Consumer Behavior, Digital Marketing, International, Member Activities, Products and Brands, Promotion

In this classic case study, students review Coca-Cola’s iconic “Share a Coke” campaign, one of the most talked-about marketing initiatives in recent years. They will examine where it was launched, why Coca-Cola pursued it, the tactical steps that brought the campaign to life, and how its success was measured.

Classic Case Study: Share-a-Coke Campaign Review the Teaching Activity

Classic Case Study: Run Like a Girl

Case Study, Consumer Behavior, Digital Marketing, Ethics, Free Activities, Products and Brands, Social, video

This classic case study – the “Run Like a Girl” campaign – provides students with insights into how authentic storytelling and social advocacy can transform brand communication. They will explore how brands can successfully shift from product-focused messaging to engaging with social issues by using authentic storytelling.

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The Success of Walmart Case Study

Case Study, Ethics, Free Activities, Marketing Environment, Places and Channels, Pricing, Services/CRM, Strategy and Plans

This Walmart case study offers students a real-world example of cost leadership and successful retail strategy. By reviewing its Everyday Low Pricing, economies of scale, and efficient logistics management, students will gain insights into this competitive strategy. A great exercise for delving into the reasons for Walmart’s dominance in a highly competitive market sector.

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KFC Toothpaste Case Study

Case Study, Digital Marketing, Discussion Exercises, Free Activities, New Product Process, News item, Products and Brands, Promotion, Segmentation and Positioning

This activity uses KFC’s fried‑chicken–flavored toothpaste (launched in 2025) to explore how novelty products can generate viral buzz, earned media, and support brand positioning. This task helps students with identifying the marketing objectives, consumer behavior triggers, and success behind the use of novelty product brand extensions.

KFC Toothpaste Case Study Review the Teaching Activity

Starbucks Third Place Positioning – Still Relevant?

Case Study, Consumer Behavior, Marketing Environment, Marketing Mix, Member Activities, Services/CRM, Strategy and Plans

This Starbucks case study focuses on their longstanding “third place” concept, which has been a key component of their success and differentiation. However, your students will need to assess whether this “third place” offering remains a viable strategy in today’s marketing environment, considering trends like remote work, increased competition, cost of living concerns, and shifting consumer expectations.

Starbucks Third Place Positioning – Still Relevant? Review the Teaching Activity

Crocodile Dundee Tourism Case Study

Case Study, Consumer Behavior, International, Member Activities, Promotion, video

In this activity, students review an Australian tourism campaign that included a fake news story about an upcoming Crocodile Dundee movie. Featuring Hollywood celebrities like Chris Hemsworth and Margot Robbie, and employing humor, film references, PR stunts, and a Super Bowl TV spot, the campaign captured global attention. This exercise crosses into international marketing, leveraging consumer insight, creative storytelling, media strategy, and campaign effectiveness.

Crocodile Dundee Tourism Case Study Review the Teaching Activity

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