In this mini case study (with a video case summary as well), students will review how an insurance company was able to make intangible services “tangible”.
This is NOT a teaching activity. Instead, it is a series of ten in-depth (5-10 mins) videos on positioning and perceptual maps that you can choose from to give students a deeper understanding of these topics.
This is the video version of the had-copy rebus puzzles for marketing activities. There are four videos of 12 puzzles each. Each video runs for five minutes. A great refresher task and a bit of fun revision.
This is a 16 multiple-choice question video quiz on matching famous brands to their tag-lines. It is designed as a fun, interactive and team-building or ice-breaker exercise for students.
This activity contains 20 multiple choice questions on consumer behavior. There are two quiz options available. 1 = a video quiz and 2 = a hard copy quiz.
This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
In this activity, students consider the tactic of shrinkflation as a suitable and ethical approach to managing price increases. A short news video helps provide several good examples.
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance “real”.
Students review two short promotional videos that will get students rethinking the “standard” benefits of everyday products. This is a great activity for distinguishing between product features and benefits, as well as tapping into core consumer needs and motivations.
In this video-based case study students will examine the repositioning of an established brand. In marketing textbooks, we often see repositioning as a “last resort”, but in this case the brand was reasonably well-placed and profitable, but the brand management took a longer term view of the brand and were willing to rethink their strategy.