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.
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.
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.
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.
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?
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.
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.
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.
In this mini case study, students assess Burger King’s strategy to grow its market share in their home market in 2023 and beyond. The firm undertook an aggressive marketing program across multiple marketing mix elements, and started to look at product-based (rather than firm-based) differentiation as the key to their growth success.