NOTE: Currently being upgraded (in January 2019)
Following the positive feedback on the marketing simulation game, I have decided to further develop the complexity of the game and introduce a more “advanced positioning marketing simulation game”.
This is an extension of the initial game – so it has … Continue reading...
New website dedicated to the product life cycle launched. It covers lots of theory, but also includes a free Excel template that enables students to quick map products onto the product life cycle curve.
This is ideal for simple activities or homework. You could provide them with a list of … Continue reading...
KFC has introduced chicken flavored nail polish into their Hong Kong market. This new product (in 2016) is a significant extension to their brand. According to their publicity:
In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
Please note that a multi-attribute attitude Excel template is available for free download at a related website.
For this task you … Continue reading...
In this activity, students will consider the role of a logo in the firm’s overall brand – what role does it play, how important is it?
Below are some well-known logos to review.
This marketing exercise is designed to look at the most valuable brands in the world – as highlighted by the BrandZ top 100 for 2015.
Additional resources: Here Are the Top 100 Brands in the World
As you probably know, brand equity … Continue reading...
Preferred format: This teaching activity is designed for small groups of students to split two products into the five product levels.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be around 10-15 minutes, … Continue reading...
Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be … Continue reading...
Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be … Continue reading...
Preferred format: This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as … Continue reading...
In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?
ACTIVITY/TASK
Coca-Cola launched their new Mother Energy brand into the Australian market … Continue reading...
Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In the following example, the firm was allocated its fixed costs equally each of its products – what impact does this have?
ACTIVITY/TASK
| Product A | Product B |
The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, … Continue reading...
This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection. Your task in this activity is to answer the assessment questions at the end regarding each situation.
ACTIVITY/TASK
Increasing Sales of Jeans
The manufacturer of a well-known brand of … Continue reading...
When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. The following situation is based upon a real business situation. What would you do in this situation?
ACTIVITY/TASK
Pop-mints are a fairly successful brand of breath fresheners. Their main competitor is Tic … Continue reading...
Read the following case study on a hypothetical product manager for frozen pizza. They are faced with a strategic challenge for which way to growth the business. If you were this product manager, what would you do?
ACTIVITY/TASK
Larry is a product manager for frozen pizza for a large … Continue reading...
The following is an excerpt from a manager’s meeting for firm that manufactures pretzels (a snack food that is considered to be a healthy alternative to chips/crisps – quite popular in the USA, but not so much in other countries). In the discussion they highlight the four broad brand strategy … Continue reading...
Firms are usually faced with four broad branding choices. Obviously, having good brand equity presents the opportunity to leverage this strength in the marketplace for greater profitability. In this activity, your task is to simply classify each example to the brand strategy choice (refer list) that the firm has pursued. … Continue reading...
The number of private label (brands exclusive to a retailer) products has grown steadily in recent years. In particular, a number of supermarket chains have increased private label products in their supermarkets as part of their strategy, mainly for differentiation and profitability purposes.
But why would a large manufacturer want … Continue reading...
Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! Below is an example of how to convert features into benefits (for a potential new product for Burgers Galore, namely fruit salad). Your task is to identify the … Continue reading...
