In this activity, students apply the ‘Jobs to be Done’ (JTBD) framework to real-world products by drilling down to the functional, social, and emotional jobs these products are hired to do.
Functional, Social, Emotional Jobs in JTBD Review the Teaching Activity
This activity explores the ‘Jobs to be Done’ (JTBD) framework. Students review a detailed podcast script that gives an excellent introduction to JTBD. It covers the core concepts of JTBD, such as functional, social, and emotional jobs, and the role of JTBD in product development, customer experience, and brand storytelling. An ideal starting point for students to dive into JTBD.
Introduction to the Jobs to be Done (JTBD) Framework Review the Teaching Activity
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.
Classic Case Study: Domino’s Turnaround Repositioning Review the Teaching Activity
In this activity, students work with a snack brand that has one underperforming product and choose from an array of ideas and suggestions to improve results, and address the question is repositioning the best option?
Is Repositioning the Best Option? Review the Teaching Activity
Diamond Shreddies 2008 campaign is another classic marketing case study. It plays on the idea that Shreddies, which were traditionally square-shaped, had been “transformed” into a new, diamond-shaped version. But nothing changed except for their sales.
Classic Case Study: Shreddies Cereal Review the Teaching Activity
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.
Which Line of New Products Should We Pursue? Review the Teaching Activity
The Marlboro Man advertising is one of the most famous and successful marketing campaigns of all time, which every marketer should know about. In this mini case study, students explore how the Marlboro Man came to be, especially after the brand was initially targeted at female smokers, and review the marketing challenges that they faced along the way.
Classic Case Study: Marlboro Repositions for Success Review the Teaching Activity
Although widely posted and discussed, one of marketing’s biggest branding failures – Colgate Beef Lasagne (or Colgate Kitchen Entrees) was fake. Students review the back story to find out how this happened and the importance of always validating sources for key decision making.
Fake Products and Marketing Information Review the Teaching Activity
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.
Coca-Cola Launches a New Flavor Designed by AI Review the Teaching Activity
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.
Pepsi AM Breakfast Soda: Classic Case Study Review the Teaching Activity