This is a classic marketing case study from 2009. It was a major repositioning campaign for Domino’s Pizza (in the USA market) entitled “Pizza Turnaround”. It is based around two short videos.
Research and MIS
In this activity students are presented with a managers meeting that is discussing whether or not to implement mystery shopping market research program. There are good arguments for and against. The students need to decide whether they would implement the program.
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.
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.
Students work through a pricing experiment testing optimal pricing for profits. They then construct a demand curve, as well as considering multiple environmental factors before making a final pricing recommendation. A good activity to understand the role of marketing mix experiments.
In this activity, students look at three scenarios where companies have manipulated and/or influenced market research and analytic results for their own purpose. This poses the question of ethical use of information. Your students discuss both ethics and business goals in order to see which one is more important.
In this task, students are presented with five different marketing problems for businesses operating in various industries. Students need to identify whether the firm would be best informed by using qualitative or quantitative marketing research. This is an ideal exercise to help understand how different types of research tools can deliver different information.
For this task students will calculate, analyze, and assess the Net Promoter Score (NPS) metric. They will look at two firms that have adopted different approaches to improving their NPS scores – but which approach is better?
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.
This activity is all about drilling down on consumer needs to explore the range of underlying motivations for behavior. Students are presented with a series of consumer statements and their task is to look beyond the top-level and to dig deeper into a fuller set of motivations and needs.