In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
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.
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.
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.
These are a collection of YouTube videos that support the two New Coke case studies on this site.
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.
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.
Do your students agree with KFC’s decision to extend their brand into chicken flavored nail polish? Why/why not?
Given the continued level of interest in the “new” Coke 1985 product replacement, this is a video-based student activity based upon the market factors leading up to the decision.
This page contains the videos for the three related Sim Games on this site – helpful for comparing the games.