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 launch TV commercial featuring Rob Lowe as the new Col. … See the full activity...
Given the continued level of interest in the “new” Coke 1985 product replacement, I decided to put together a video for a student activity based upon the lead up to the decision. As you and your students will see, there were limited options for Coca-Cola to pursue given the sophisticated and ongoing marketing campaign from Pepsi.
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.
Student Discussion Questions
McDonald’s is a strong global brand, does their variety of food throughout the world help
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.
Start by first reviewing the video on the iTunes phone launch.
This student discussion exercise is built around a video (at the bottom of this page) where the founder and CEO of the Dollar Shave Club discusses how the business was built and has been made successful.
These are a collection of YouTube videos that support the two New Coke case studies on this site. New Coke (Part 1) is role play discussion exercise that takes students back to 1985 in order for them to re-make Coca-Cola’s marketing strategy given the marketing environment at that time. And New Coke (Part 2) gets students to decide whether or … See the full activity...
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 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 initial advertising campaign to launch the Tommy Hilfiger brand is … See the full activity...
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.
Wispa is a brand of a chocolate bar owned by Cadbury. It was originally launched in the 1980’s but was later withdrawn … See the full activity...
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?
YouTube is one of the most popular internet sites in the world. It has a vast collection of video ranging from entertainment to music to TV … See the full activity...
In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?
Coca-Cola launched their new Mother Energy brand into the Australian market in 2006. The firm was struggling to compete in the … See the full activity...