In this discussion exercise, marketing research students are presented with several examples of research bias in focus groups. Their task is to identify how the impact of these biases can be minimized.
This activity builds upon the existing Bud Light case study but focuses on the psychographic segmentation approach used by Bud Light. The exercise is designed for students to have a better understanding of what psychographic segmentation and how it can be used.
Many snack and beverage brands now introduce short-term mystery flavors of their products which are often tied to contests and social media engagement. This mini case looks at “What The Fanta” and asks students what the brand is trying to achieve, brand risk, and whether it is a new product or simply a sales promotion campaign?
In this mini-case study, students review the launch of Coca-Cola’s Y3000 limited edition flavor – which was co-created by AI. Is this a good strategic move for Coke or are they putting their brand at risk? Given that AI is now here to stay, this case study gives an insight on how AI might be used in the new product development process.
Students are presented with 10 mini brand personas for the hotel industry. Their task is to choose a buyer persona and map out their customer journey. A starting example has been provided as a guide.
Students are presented with 10 buyer personas for a hotel chain. Their task is to identify which of the buyer personas are most suitable to be the target market for the chain to pursue? Students also discussed the value of by personas versus traditional target market profiles.
In this mini case study, students assess Burger King’s strategy to grow its market share in their home market in 2023 and beyond. The firm undertook an aggressive marketing program across multiple marketing mix elements, and started to look at product-based (rather than firm-based) differentiation as the key to their growth success.
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.
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?
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.