In this exercise students look at the brand-impact and ethical implications of misleading product packaging. Sure, it may be helpful in growing short term sales, but is it a viable long term strategy. Students will review ten visual examples of misleading packaging.
Misleading Packaging: Impact on the Brand Review the Teaching Activity
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.
Designing the Central Creative Message Review the Teaching Activity
In this activity we are going back to 2009 when Tropicana underwent a significant packaging redesign that did not go as planned. Although this occurred a number of years ago, it is a “classic” case study that all marketing students and practitioners should be aware of. It is especially useful for understanding the importance of packaging, branding, and what drives customer loyalty and repeat (habitual) purchases.
Classic Case Study: Tropicana’s Packaging Case Study Review the Teaching Activity
In 2023 Pepsi announced its first logo redesign in 15 years, to coincide with their 125th anniversary. And while Pepsi are very excited about their new design, your students will need to address whether the new logo is better and whether it even matters for an iconic brand like Pepsi?
Pepsi Changes Its Logo Review the Teaching Activity
In this exercise, students review four businesses, each of which are in a different phase of the PLC. Their task is to identify which PLC stage that they are in and then use that information to help the business with the next stage of their business journey.
Product Lifecycle (PLC) Scenarios Review the Teaching Activity
This activity is for students near the end of studying Marketing 101 (or similar) as it poses a number of clarification and understanding questions relating to research, product mix, consumer needs, and segmentation = a mix of topics, rather than one set topic area. It is also a supplementary activity that leads into Using Different Bases for Market Segmentation.
Understanding Marketing Terms Review the Teaching Activity
In this exercise, students describe well-known brands in terms of their brand personality. A list of personality traits and descriptors are provided. In addition, the activity explores the role of brand personality versus more tangible brand metrics.
Working with Brand Personality Review the Teaching Activity
In this activity, students explore the motivations for luxury consumption – that is, why some consumers are drawn to luxury brands, despite their significant price points – to help segment this valuable market even further.
Understanding the Motivations of Luxury Consumption Review the Teaching Activity
This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
Repositioning Upwards (Video Case Study) Review the Teaching Activity
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance “real”.
Overcoming Service Intangibility Review the Teaching Activity