How to Develop a Segment Profile
An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.
Segmentation and Positioning
How to Segment a Market
The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.
From Market Segmentation to Marketing Mix (Drinks)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
Segmenting the Fast Food Market
In this in-class teaching exercise for marketing, students are introduced to the concept of aligning the firm’s marketing mix to the needs of a target market, using the fast-food industry as the example.
New Coke Case Study (Part 1)
A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.
New Coke Case Study (Part 2)
This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.
Sexual Advertising Appeal: Fit with Brand?
This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of an sexual appeal in the campaign.
Wispa Chocolate Bar Relaunch
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
Pepsi Next Case Study
This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way.
Interpreting Brand Image Survey Results
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.
