In April 2017, KFC decided to introduce it’s Zinger chicken sandwich (burger) into its home American market. This is despite the product being available in KFC’s international markets for over 30 years, where it is KFC’s most popular product in 120 countries.
For this activity, students need to review the … 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:
The student activity is based around a video for a brand of healthy drinks called “neuro”. The video shows the brand being promoted using a variety of promotional tools.
The goal of this activity is to simply get students to:
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 discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.
The following is a summary/excerpt from a study on Millennials – otherwise known as Gen Y – and their … Continue reading...
Mrs Mac’s is a food manufacturer of pies, sausage rolls and pastries based in Australia. Its primary market is Australia and New Zealand, with some export markets in south-east Asia. It has worked hard to create the positioning of traditional and home-cooked food.
This … Continue reading...
This video is taken from a documentary on advertising called Art and Copy. The documentary discusses some of the classic advertising campaigns over time and has interviews with the creative and production staff, along with some key clients.
In this small part of the documentary, the … Continue reading...
McDonald’s is a well-known fast food chain throughout the world. In recent years, it has worked hard to broaden its menu offering and try to broaden its food appeal. It has introduced some healthier options and has also added higher quality food and coffee as … Continue reading...
In this activity, marketing students will review a “famous” billboard ad to determine whether it will be successful.
ACTIVITY/TASK
Review the following billboard ad for Silberman’s Fitness Center. The ad is cleverly designed to be both “attention-grabbing” and to convey humor, and most importantly, trigger the target consumer into … Continue reading...
In this video-based mini-case, you will review two in the highly successful Blendtec collection. These YouTube videos are among the most successful viral campaigns; can you identify the reasons for their success?
ACTIVITY/TASK
YouTube is one of the most popular internet sites in the world. It has a vast … Continue reading...
The table below contains the standard top-level website metrics that every marketer needs to be familiar with. Your task is to assess the relative performance of these websites.
ACTIVITY/TASK
| Site A | Site B | Site C | |
| Visitors | 10,000 | 100,000 | 200,000 |
| Visits | 40,000 | 120,000 | 400,000 |
| Pageviews | 200,000 | 150,000 | 2,000,000 |
| CPC budget | $5,000 |
The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to determine how well they have performed and whether they should continue.
ACTIVITY/TASK
| Site A | Site B | Site C | |
| Impressions | 10,000 | 10,000 | 10,000 |
| CTR | 10% | 5% | 1% |
| Site |
This activity highlights the top level results from an awareness and advertising recall market research study. Your task here is to review the brand’s performance and see what the survey results have revealed.
ACTIVITY/TASK
| Results in %’s | Brand A | Brand B | Brand C | Brand D |
| Top-of-mind | 5 | 15 | 50 |
A travel agency, with more than 100 outlets throughout Australia, views a direct and/or online marketing approach as a great opportunity to hold more clients, win new business and increase overall sales. However, they cannot agree on which particular tools to use – refer to excerpts of their manager’s meeting … Continue reading...
The following is a broad summary of the successful McHappy Day promotion used by McDonald’s in Australia, which is a good example of a large company using its brand and customer base to raise funds for charity. This activity requires you to determine whether this is really example of responsible … Continue reading...
This firm relies on heavy promotional tactics in order to generate their sales, which some people might term ‘high-pressure’ selling. Review the following case; are they effective marketers or are they engaging in unethical practices that need to change?
ACTIVITY/TASK
Massage chairs are products that are sometimes promoted in … Continue reading...
This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace. Therefore, this activity requires you to determine the most appropriate promotional strategy (given the information in the following case … Continue reading...
Salespeople are part of an overall team. When a salesperson tries to work independently, the results are not always very effective. This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can you recommend to improve the firm’s current sales … Continue reading...
There are a variety of incentive schemes that can be implemented in order to help motivate and reward salespeople. In this exercise you need to first calculate the total salary/incentive paid in each of the following payment structures. Then you need to determine which structure is the best approach.
As implied by his/her title, a sales manager is responsible for achieving targeted sales through the effective management of a sales team. In this activity, you need to identify (from the list below) what tasks that a sales manager actually does.
ACTIVITY/TASK
