Coke Repositions their Energy Drink (Video Case)
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
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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.
Ethical Advertising? Tommy Hilfiger Brand Launch
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
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.
New Coke Case Study Videos
These are a collection of YouTube videos that support the two New Coke case studies on this site.
A Successful Entrepreneurial Start-up
This student discussion exercise is built around a video where the founder and CEO of the Dollar Shave Club discusses how the business was built and has been made successful.
EXCLUSIVE MEMBER ACTIVITY
Apple’s Initial Phone Strategic Alliance
This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.
McDonald’s Food Throughout the World
This activity is designed to introduce students to the for/against of adapting a global firm’s product mix to meet local needs in host countries. Students first review a short video and then address specific questions on international marketing.
EXCLUSIVE MEMBER ACTIVITY
IMC Tools: 360 Marketing
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.
KFC Edible Nail Polish: Brand Extension (Updated)
Do your students agree with KFC’s decision to extend their brand into chicken flavored nail polish? Why/why not?