What are Brand Touchpoints?
Students learn about the importance brand touchpoints and how they can influence consumer decisions, by reviewing a list of 20 brand touchpoints and evaluating their likely impact.
Consumer Behavior
What Benefits Are We Selling?
Students review two short promotional videos that will get students rethinking the “standard” benefits of everyday products. This is a great activity for distinguishing between product features and benefits, as well as tapping into core consumer needs and motivations.
Is Shrinkflation a Good Approach to Pricing?
In this activity, students consider the tactic of shrinkflation as a suitable and ethical approach to managing price increases. A short news video helps provide several good examples.
Repositioning Upwards (Video Case Study)
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.
Understanding the Motivations of Luxury Consumption
In this activity, students explore the motivations for luxury consumption – that is, why some consumers are drawn to luxury brands, despite their significant price points – to help segment this valuable market even further.
The Marketing Challenge of Anti-Consumerism
This activity addresses the trend of anti-consumerism and provides a brief profile of an anti-consumer. Students discuss the change in consumer behavior and its resultant impact on marketing activities.
Patagonia Case Study: Marketing to Anti-Consumers
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.