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.
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.
In this activity, marketing students will evaluate a few press and billboard ads to determine whether the messaging is clear and effective.
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.
This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace.
This activity is for local bank who wants to adopt a more modern image. The student task is to choose the best promotional/campaign theme from the list of alternatives to help with the repositioning.
There are a number of other options for the ‘source’ of the firm’s promotional messages. The student task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.
Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. The student task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity.
The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, students need to select the most appropriate type of ‘appeal’ (refer list below) for each challenge listed.