In this activity students will consider the value of a brand (Specsavers) utilizing a long-term tag-line. While tag-lines are often helpful for communicating positioning and guiding IMC campaigns, they may need to be refreshed at times to keep the brand modern and adaptive.
This activity looks at one of the more substantial risks of using shrinkflation, which is negative consumer backlash and media attention. It focuses on a real situation for KFC and includes customer comments.
Students evaluate the effectiveness of tag-lines by being presented with a series of slogans for different types of businesses and choosing which ones would influence them the most. Therefore, this teaching activity is like a fun experiment that you can run in class.
Students consider the value and impact of online reviews (a form of physical evidence) for a hotel with a very unusual market positioning. As independent reviews grow in importance to consumers, budding marketers need to understand their potential impact.
Servicescape refers to the physical environment in which a service is delivered and includes elements such as the ambiance, layout, and overall atmosphere of the service facility. Students review 10 visual examples of servicescape to identify how they impact consumer behavior.
In this exercise, students are presented with 10 trade-offs between two firms – with their only difference being physical evidence. It is designed for students to understand that physical evidence has a significant impact on consumer perceptions and their choice of a suitable offering. A fun exercise for marketing students of all levels.
In this activity, students review seven market segments for a company looking to launch a dinner cruise in a town that has a sizable local population and a steady stream of tourists. Their task is to identify the best market segment to become the target market, based upon their characteristics, profitability, and long-term viability.
This activity delves deeper into customer journey mapping and considers how to overcome the consumer’s pain points. Students look for ideas and then consider how valuable it is to reduce pain points and indeed, can we compete on that basis?
Students advise a company that has created too many segments how to best combine them (using counter segmentation). A good exercise for students to understand the purpose of segmentation and to consider the trade-off between segment size and viability.
In this task, students review a short transcript from a focus group discussion about the benefits of joining a fitness center. They will identify insights, motivations, as well as examining research biases.