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.
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 … Continue reading...
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.
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.
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 … Continue reading...
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 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.
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?
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?