J.C. Penney’s Cost-cutting Transformation
In this mini-case, students review the efforts of the J.C. Penney department store to more efficiently compete on price, primarily underpinned by a cost-cutting program. But is this the best approach?
Case Study
Coke Repositions their Energy Drink (Video Case)
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
Pepsi Next Case Study
This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way.
Wispa Chocolate Bar Relaunch
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
New Coke Case Study Videos
These are a collection of YouTube videos that support the two New Coke case studies on this site.
New Coke Case Study (Part 2)
This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.
New Coke Case Study (Part 1)
A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.
Real Burger World (RBW) Case Study
RBW was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.
IMC Tools: 360 Marketing
The student activity is based around a video for a brand of healthy drinks called “neuro”. The video shows the brand being promoted using a variety of promotional tools.
KFC Edible Nail Polish: Brand Extension (Updated)
Do your students agree with KFC’s decision to extend their brand into chicken flavored nail polish? Why/why not?