Your students take the role of a brand manager of a successful frozen-food brand. But it is in the maturity phase of the PLC and needs to pursue other growth options. Students evaluate five potential new lines and line extensions to help guide the brand forward.
Students are presented with five personal selling scenarios where the salesperson has NOT executed their selling role ideally. The task is to identify what was gone wrong and what could be improved in each scenario.
In 2023, the Burger King chain announced that they were closing around 400 of their stores in the USA. They are reducing underperforming restaurants – but are these closures a good idea from a marketing brand perspective? Let’s find out in this activity.
In this exercise, your students play the role of Creative Director and help McDonald’s design their creative messaging for a proposed new product. Unfortunately, the first idea presented was rejected and the agency needs to pitch another concept – which is where your students come in.
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.
In this activity, students review a managers meeting where they outline the various advantages and limitations of different segmentation bases for the purposes of selecting target markets. It is helpful exercise to help students understand the key differences between main bases and how they can impact the target market selection.
In this mini case students, examine Boston Market’s failed international market expansion into Australia in the early 2000s (when they were owned by McDonald’s).
EXCLUSIVE ACTIVITY FOR MEMBERS
In this mini case study, student review why a successful Australian fast food chain had multiple failures with their international market expansion.
EXCLUSIVE ACTIVITY FOR MEMBERS
In this activity, consumers visit a well-known store to buy some furniture, but the salesperson operates in their own interests, rather than meeting the needs of the customer. The dilemma here is the trade-off between long-term sales and brand management and short-term profitability. What is the best approach?
EXCLUSIVE ACTIVITY FOR MEMBERS
In this case study, students review Crust Pizza, an up-market take-away pizza chain that was able to successfully compete in the price-competitive and mature pizza market.
EXCLUSIVE ACTIVITY FOR MEMBERS