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.
New Product Process
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?
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.
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.
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.
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.
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.
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.
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.