This case study examines Bud Light’s trans influencer campaign from April 2023. It covers all the key points and highlights multiple marketing lessons, including brand management and adopting to DEI issues.
Bud Light and Dylan Mulvaney Case Study Review the Teaching Activity
In April 2023, superstore Bed Bath & Beyond filed for bankruptcy, following several years of misalignments to the changing environment. Many factors contributed to their demise – but was poor marketing mainly to blame?
Bed Bath & Beyond Case Study Review the Teaching Activity
This is another classic case study, when Pepsi tried to create a breakfast market for cola. This activity is structured in two teaching formats and can be run as a role-play exercise or as a case study discussion.
Pepsi AM Breakfast Soda: Classic Case Study Review the Teaching Activity
In this activity we are going back to 2009 when Tropicana underwent a significant packaging redesign that did not go as planned. Although this occurred a number of years ago, it is a “classic” case study that all marketing students and practitioners should be aware of. It is especially useful for understanding the importance of packaging, branding, and what drives customer loyalty and repeat (habitual) purchases.
Tropicana’s Packaging Case Study Review the Teaching Activity
In 2023 Pepsi announced its first logo redesign in 15 years, to coincide with their 125th anniversary. And while Pepsi are very excited about their new design, your students will need to address whether the new logo is better and whether it even matters for an iconic brand like Pepsi?
Pepsi Changes Its Logo Review the Teaching Activity
This case looks at Patagonia, a company that is highly successful in terms of growth and profits, but also makes a substantial contribution to the environment, sustainability, and even to the anti-consumer movement and ideology.
Patagonia Case Study: Marketing to Anti-Consumers Review the Teaching Activity
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.
Repositioning Upwards (Video Case Study) Review the Teaching Activity
The launch of the Mother Energy brand generated many first-time sales, there were only limited repeat purchases, primarily due to the poor taste of the product. As a result, the brand was placed into the inept set by the majority of target market consumers. As a result, Coca-Cola had to decide what to do with this poor performing brand.
Inept to the Evoked Brand Set (Case Study) Review the Teaching Activity
In this video-based case study students will examine the repositioning of an established brand. In marketing textbooks, we often see repositioning as a “last resort”, but in this case the brand was reasonably well-placed and profitable, but the brand management took a longer term view of the brand and were willing to rethink their strategy.
Successful Repositioning Video Case Study Review the Teaching Activity
In this video case study, students review an airline loyalty points campaign that is heavily reliant upon generating earned media.
EXCLUSIVE ACTIVITY FOR MEMBERS
Generating Earned Media (Video Case) Review the Teaching Activity