The Value of Brand Persona Names
Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
Products and Brands
Using the Three Product Level Model
A discussion exercise where students split two products of their choice into the three product levels of core, actual and augmented.
Components of Brand Value
In this activity, students explore what makes up a strong brand and how a brand is developed – getting beyond simple brand awareness.
What are Product Attributes?
This is simple activity for students to differentiate types of product attributes – that is, a product feature, function or benefit?
Protect the Brand or Grow the Profit?
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?
Creating the Product Life Cycle Curve
For this activity, students map out the PLC from start to finish, using information about fax machines, as these products have now passed into their late decline stage.
Plotting on the Product Life Cycle
For this activity, students will use the product life cycle free Excel tool to map products onto the four stages of the PLC. This is a relatively simple activity, but is designed for them to get the core concept of how product categories fit into the stages and how they evolve over time.
Pizza Store Design Game
This is a free marketing game that requires students working in teams to design their own pizza store and compete with other student groups. Available in an interactive and non-interactive version. Ideal for teaching the full marketing mix.
Product Mix MCQ Revision VIDEO
This is a 20 multiple-choice question video quiz on the PRODUCT MIX. It is a fun and interactive approach to revision for students, and a helpful insight for instructors on which new product topics need further explanation and discussion.
Does Product Augmentation Matter?
In this task, students will review a billboard ad, which promotes a benefit derived from product augmentation. Students will then discuss the role and value of augmenting a product.
