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Walmart’s Repositioning to Attract Higher-Income Shoppers

Case Study, Consumer Behavior, Member Activities, Products and Brands, Segmentation and Positioning, Services/CRM, video

Walmart has been progressively edging up its brand positioning to target more affluent consumers. But this repositioning poses brand risks as they move away from, and potentially alienate, their established and loyal customer base. This mini case study – and video – provides students with an opportunity to assess and mitigate the challenges involved with repositioning such an established and tightly positioned brand.

Walmart’s Repositioning to Attract Higher-Income Shoppers Review the Teaching Activity

The Success of T.J. Maxx Case Study

Case Study, Consumer Behavior, Member Activities, Places and Channels, Services/CRM, Strategy and Plans, video

In this case study, students discover how the now global retailer T.J. Maxx transformed off-price retailing into an engaging treasure hunt experience. This case provides students with practical insights into strategic branding, consumer behavior, and supply chain innovation – all within the evolving dynamics of retail in today’s landscape. The written case study is supported by a 10 minute detailed case study video.

The Success of T.J. Maxx Case Study Review the Teaching Activity

Classic Case Study: Old Spice Brand Repositioning

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Products and Brands, Promotion, Segmentation and Positioning, Strategy and Plans, video

This case study examines Old Spice’s classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled ‘The Man Your Man Could Smell Like.’ The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.

Classic Case Study: Old Spice Brand Repositioning Review the Teaching Activity

Classic and Iconic Advertising Campaigns

Consumer Behavior, Discussion Exercises, Member Activities, Products and Brands, Promotion, video

In this video-based task, students review the Art & Copy documentary, which highlights many of the classic and iconic TV commercials of all time and why and how they contributed to breakthroughs and improved understanding of advertising and communication. Please note that the documentary runs about an hour, plus the activity which primarily consists of review questions. A great task for marketing communications and similar topics.

Classic and Iconic Advertising Campaigns Review the Teaching Activity

Creative Communication and Sales and Promotion Orientation

Consumer Behavior, Digital Marketing, Introductory Concepts, Marketing Environment, Marketing Mix, Member Activities, Promotion, video

This activity examines the Crocker Bank “We’ve Only Just Begun” campaign from the 1970s. It is considered a TV advertising CLASSIC and was a breakthrough in understanding of powerfully tapping into customer emotions. BUT… the campaign did not align with the bank’s strategy, highlighting one of the challenges of being a marketer is the sales and promotion era. Also a great activity to discuss emotions and storytelling.

Creative Communication and Sales and Promotion Orientation Review the Teaching Activity

Classic Case Study: Run Like a Girl

Case Study, Consumer Behavior, Digital Marketing, Ethics, Free Activities, Products and Brands, Social, video

This classic case study – the “Run Like a Girl” campaign – provides students with insights into how authentic storytelling and social advocacy can transform brand communication. They will explore how brands can successfully shift from product-focused messaging to engaging with social issues by using authentic storytelling.

Classic Case Study: Run Like a Girl Review the Teaching Activity

Crocodile Dundee Tourism Case Study

Case Study, Consumer Behavior, International, Member Activities, Promotion, video

In this activity, students review an Australian tourism campaign that included a fake news story about an upcoming Crocodile Dundee movie. Featuring Hollywood celebrities like Chris Hemsworth and Margot Robbie, and employing humor, film references, PR stunts, and a Super Bowl TV spot, the campaign captured global attention. This exercise crosses into international marketing, leveraging consumer insight, creative storytelling, media strategy, and campaign effectiveness.

Crocodile Dundee Tourism Case Study Review the Teaching Activity

Addressing the Challenges Facing Starbucks

Case Study, Consumer Behavior, Free Activities, Marketing Environment, Services/CRM, Strategy and Plans, video

In this mini case study, students explore the strategic challenges facing Starbucks, including its drift away from its core brand identity and its “third place” experience. Due to its expansion and diverse product offerings, Starbucks strengths have transformed into potential weaknesses. Students will review how operational inefficiencies, market pressures, and changing consumer behaviors have impacted the brand, and assess whether the proposed strategic changes will be effective. NOTE: This activity can also be run as a video case study, with an optional detailed video to show students.

Addressing the Challenges Facing Starbucks Review the Teaching Activity

Classic Case Study: The KFC FCK Campaign

Case Study, Free Activities, Places and Channels, Products and Brands, Promotion, video

This video-based activity explores KFC’s innovative response to a 2018 supply chain crisis in the UK, which led to widespread restaurant closures due to a lack of chicken. Instead of opting for a defensive approach, KFC launched the bold “FCK” campaign, a humorous and self-deprecating apology that turned a potential PR disaster into a masterclass in brand recovery. Students will analyze the campaign’s elements, its impact on KFC’s brand image, and lessons in crisis communication.

Classic Case Study: The KFC FCK Campaign Review the Teaching Activity

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